ParkatmyHouse connects the owners of unused parking spaces with the drivers who desperately need them, proving the power of peer-to-peer consumption and its potential to challenge the annoyances that were previously just taken for granted.

As Millennials increasingly perceive ownership as a burden, car-sharing companies like DriveNow are changing the game. From Dusseldorf to Munich, they’re catering to an ever-growing percentage of young Germans for whom owning a car is no longer a viable or ‘cool’ thing to do.

Sidestepping conventional cornerstones of adulthood like a stable job or homeownership, 20-somethings are eager to explore who they want to be and evade responsibility for a while. But how do you figure out a generation that can't keep still?

In urban areas, renting can be more practical than owning. General Motors are giving six million drivers the chance to rent out their cars to others, showing how brands can capitalise on a consumer shift from ownership to access.