TY  - GEN
AU  - Morewedge, Carey
AU  - Morewedge, Carey
LA  - eng
CN  - ENP-488f087f-10e4-4ad8-9b0d-0776b3c90d43
TI  - When we don’t own the things we use, will we still love them? New patterns of consumption will change brands’ customer relationships
PY  - 2022
AB  - Businesses are moving to a new value proposition, offering consumers temporary access rights to experiential goods  and it’s inevitable that this trend will have implications for brands’ relationships with their customers. This evolution in consumption, from a society of owners to one of users, gives us more access to a greater variety of goods at cheaper prices and reduces our carbon footprints. The cost is a reduced sense of psychological ownership of individual goods  the feeling that a thing is mine  but this decline may be offset by changes in how, and for what, we feel ownership. As our enduring relationships with concrete objects wane, our feelings of ownership for abstract concepts like the ideas, groups, and brands with which we identify should also rise. Here’s what businesses should understand about this evolution and its future consequences.
ER  -