The future of ownership

How brands can capitalize on the emerging ownership scenarios

Ana Andjelic

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We are in the new age of ownership.

Web3, rental services, group buying and secondary marketplaces are all creating alternatives to the individual ownership. These new ownership models impact how brands market their products and services, how they retain and reward their customers, and how they can launch and manage the new business models and revenue streams.

Most of companies today focus on individual ownership. They market and sell their products and services to individual customers, who then individually consider, evaluate and make their purchasing decisions.

In the past decade, this model has been deemed less and less environmentally, socially and economically attractive. As the new types of ownership emerge, we have the opportunity to evaluate the ideology of individual ownership and to explore the viability of its alternatives.

The 5 types of ownership are: individual ownership, temporary ownership, shared ownership, fractional ownership, and token ownership. Each has its own operating logic, ideology, value system, organizational structure, and currency.

Read the rest of this analysis on the Sociology of Business.

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Ana Andjelic

Brand Executive. Author of “The Business of Aspiration.” Doctor of Sociology. Writer of “Sociology of Business.” Forbes most influential CMO.