The people behind shared workspace provider WeWork have launched WeLive, bringing the best bits of co-working to communal living in New York and Washington DC. It boast flexible leases, organised fun and the promise of new friends, but will Gen Yers want to live in a branded environment?

Dissatisfied with rigid corporate structure, a growing number of people are opting to be self-employed; freelancers are set to make up 40% of the US workforce by 2020. Many independent workers are being drawn to coworking spaces in cities, but what’s the appeal of these communal offices?

Airbnb has shaken up the hotel industry, leaving major chains like Marriott and Hilton scrambling to figure out exactly what Gen Yers want while on their travels. London’s Cheval Residences is now aiming to reach these consumers by using technology to give them access to their favourite brands.

“Sharing is caring,” states a TV spot from holiday home rental company HomeAway. “Or at least that’s what they told us.” Actually, the spot highlights the uglier side of sharing holiday amenities like pools or bathrooms. But can HomeAway dethrone Airbnb by undermining the sharing economy?