Briony is a Senior Behavioural Analyst at Canvas8. With a degree in Professional Communication and several years spent in advertising and consumer research, she understands the importance of decoding audience behaviour and the impacts for brands. She has a love for storytelling with data and cultural insights. Outside of work you can find her spending too much money on books, dining out, and the latest gym class craze.

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)

Global

Shopping

Beauty

TV, film, and social media video

TikTokers are embracing #underconsumptioncore, a trend that challenges consumerist habits by advocating the use of fewer products. Building on de-influencing, frugality trends are gaining popularity as people seek ways to cope with the ongoing cost of living crisis and environmental concerns.