Makua Adimora is a behavioural analyst at Canvas8. After completing a bachelor's degree in chemical engineering, she shifted her focus to culture journalism. With a keen interest in music and culture, she has written for the likes of 

, and Al Jazeera, among others. In her spare time, she can be found overspending at Superdrug or writing about the new-school hip hop scene in Nigeria.

With the world in constant flux, people are using their possessions to ground themselves. However, as certain types of physical goods become less commonplace, many are reflecting on what’s still worth owning in a sharing-enabled world.

The evolving nature of digital ownership means that people often feel like they don’t have enough control over the technology they use or the content they consume. Software updates, functionalities, and even access to content (including ebooks, TV series, and music) are increasingly controlled by companies and platforms. A television series can seemingly disappear or a household staple can change price at any point, leaving consumers feeling rudderless. Subscription models bring accessibility and convenience, but as they spread to more and more spheres of life, like the automotive industry, people may feel they have to continue paying for something that should be theirs. Even brands at the foundations of the sharing economy, like Airbnb, are reckoning with the consequences of what they’ve created.

Economic turbulence has impacted how people view their possessions, and home ownership still looms large in the minds of many as the ultimate safety net. However, as it becomes less attainable, they’re turning to smaller purchases for a sense of security, nostalgic comfort, and self-expression.

At the same time, the fluid nature of ownership is here to stay. The way Gen Zers and Yers engage with commodities is increasingly flexible. They purchase luxury fashion with resale in mind and see the sharing economy as a way to access a lifestyle they can’t afford. Many people are also questioning what makes for the most sustainable choice – not owning something in the first place or becoming a responsible owner of what you already have.

Ownership Reset

Gen Z (born 1997-2010)

Beauty

Make-up

Skincare

Gen Zers are mainstreaming beauty dupes in a major way. With a growing selection of inexpensive alternatives to their favourite beauty products widely available, Gen Z are shifting the stigma around bargain products and building cultural credibility around saver mindsets. 