Sublime

In today's societies of material abundance, customers are increasingly prioritizing self-improvement and personal expression.

The consumer peer-to-peer rental market for everything from drills to cameras is estimated to be a $26 billion market sector.

The trend experts call this dynamic “transumerism” and attribute its emergence to living in a consumer world with so many choices. The consumer culture of the last century has left us with a deep desire for choice. Product service systems can cater to the desire for “just one more” but without the creation of waste. The “what do we feel like today”

Purpose-driven firms are radically rethinking sourcing practices, product design, value chains, and so on, and that’s to be celebrated. But while they do these things for us, behind the counter, they’re all too often still thinking of and communicating to people as Consumers – and contributing massively to those 3,000 messages a day, to that underl