PRECYCLE THE ATTITUDE OF THE CONSUMER

PAULA XIMENA MORALES SANCHEZ

PONTIFICIA UNIVERSIDAD JAVERIANA FACULTAD DE ARQUITECTURA Y DISEÑO CARRERA DE DISEÑO INDUSTRIAL Bogotá D.C. 2011 PRECYCLE THE ATTITUDE OF THE CONSUMER

AUTOR PAULA XIMENA MORALES SANCHEZ

Presentado para optar al título de Diseño Industrial

DIRECTORES PIER PAOLO PERUCCIO ALESSANDRA RASETTI

PONTIFICIA UNIVERSIDAD JAVERIANA FACULTAD DE ARQUITECTURA Y DISEÑO CARRERA DE DISEÑO INDUSTRIAL Bogotá D.C. 2011

Nota de advertencia: Artículo 23 de la Resolución No. 13 de Julio 1946

“La universidad no se hace responsable por los conceptos emitidos por su s alumnos en sus trabajos de tesis. Solo velará por que no se publique nada contrario al dogma y a la moral católica y por qué las tesis no contengan ataques personales contra persona alguna, antes bien se ve en ellas el anhelo de buscar la verdad y la justicia.”

Politecnico di Torino - I Facoltá di Architettura - a.a 2010/2011

Corso di Laurea Magistrale in Ecodesign

Student: Paula Ximena Morales Sanchez

Tutor: Pier Paolo Peruccio Co-tutor: Alessandra Rasetti

Index

Introduction 1

1. Consumption, brief story and actual situation 4 1.1 To consume 1.2 Modernism 1.2.1 Modern Consumption 1.3 Postmodern 1.3.1 Postmodern Consumption 1.3.2 Postmodern Consumer 1.4 Hypermodernism 1.4.1 Hypermodernism Consumption 1.4.2 Hypermodern Consumer 1.5 The big problem of consumption Summary

2. Collaborative Consumption 22 2.1 Collaborative Consumption, definition Consumer attitude and actions 2.2 New Economy Summary

3. Categories, activities and case studies of Collaborative Consumption 40 3.1 Understanding the categories of Collaborative Consumption 3.1.1 Product Services System 3.1.2 Collaborative Lifestyles 3.1.3 Redistribution Markets 3.2 Describing the activities on each category 3.2.1 Data Information 3.2.1.1 Example to understand the data information 3.2.2 Product Service System 3.2.2.1 Bike Sharing Bike Sharing Case Studies Other examples 3.2.2.2 Peer Rental Peer Rental Case Studies Index Other Examples 3.2.2.3 Peer to peer car sharing Peer to Peer Car Sharing Case Studies Other examples 3.2.2.4 Car Sharing Car Sharing Case Studies Other Examples 3.2.2.5 Neighborhood Rental Neighborhood Examples 3.2.2.6 Other activities Ride Sharing or Carpooling Rental Solar power Movies

3.2.3 Collaborative Lifestyles 3.2.3.1 Peer to Peer Travel Peer to Peer Travel Case Studies Other examples 3.2.3.2 Food Services Food Services Case Studies 3.2.3.3 Organic Farming Organic Farming Case Studies 3.2.3.4 Coworking Spaces Coworking Spaces Case Studies 3.2.3.5 Gardens Gardens Case Studies 3.2.3.6 Neighborhood Support Neighborhood Support Case Studies Other Examples 3.2.3.7 Other Activities Crowdfunding Skill Sharing Storage Networks 3.2.4 Redistribution Markets 3.2.4.1 Free/Gift Exchanges Free/Gift Exchanges Case Studies Other Examples 3.2.4.2 Swap sites for baby goods and toys Swap sites for baby goods and toys Case Studies Other examples 3.2.4.3 Bartering Bartering Case Studies 3.2.4.5 Swap sites for books Swap sites for books Case Studies Other Examples 3.2.4.6 Food Services Food Services Case Studies -II- Summary

4. Understanding Precycle 120 4.1 The big problem of Recycle 4.2 Getting into the Precycle 4.3 Examples in companies promoting the Precycle 4.4 Precycle, different from Recycle, Upcycle and Downcycle 4.4.1 Upcycle 4.4.2 Downcycle 4.5 Benefits of Precycle

5. Collaborative Precycle 136

6. Developing the project 145 6.1 Needs from the consumer 6.2 Definition of the target 6.2.1 An exchange student or Erasmus (in Europe) 6.2.2 Situation of the exchange students 6.3 Develoing the project a brief example. 6.4 Guidelines of the project 6.5 Understanding Mash-ups 6.6 Website propose

Conclusion 167

Bibliography 169

-III-

Introduction

Most of us have stuff at home that we don’t use but there are still in good conditions. Why don’t use them? Why we don’t share what we have in useless but can be useful to others? Why all goes to the landfills? How can we take advantage of the useless objects, services, and time? All those questions throw me to analyze the consumer, the consumer behaviour. To understand the consumer, it was important to start from the history, how was born the consumer and the consumerism, and the principal effects. But doing all these, I found that the consumption is getting to the end, as how it said a social innovator, Rachel Botsman, in her book: What’s Mine Is Yours: How Collaborative Consumption is Changing the Way We Live. She said “It’s a sad and chilling metaphor for our culture at large – a crowd of exhausted consumers knocking down the doors and ploughing down people simply to buy more stuff.”

The collaborative consumption is against the excesses, futility and contradictions of mass consumption. But propose the to consume “smarter” by moving away from the outdated concept of outright ownership towards one where we share, barter, rent and swap assets that include not just consumables, but also our time and space.

The notion of “collaborative consumption” is not new; it has been around for centuries. But the arrival of internet-enabled social networking, coupled with smart phones, has charged a concept that was already rapidly gaining primacy owning to the twin pressures of our environmental and economic crises. Collaborative consumption aims to exploit previously ignored or unnoticed value in all our assets by eliminating waste and generating demand for goods and services that are otherwise idling. If the Internet and social networking act as the main tool for collaborative consumption, and the trust is the one that gets it together. The people started to trust in decentralized systems, not centralized monopolies, based on the people, on the citizens, not on the companies, creating trust circles. Those trust circles are created by the reputation trail, with every seller we rate; spammer we flag; comment we leave; idea, comment, video or photo we post; peer we review, we leave a cumulative record of how well we collaborate and if we can be trusted.

But this collaborative consumption cannot be call with the word consumption. The consumption is the way the industry teaches us to consume, to buy, work and buy again. Collaborative is a cycle. So why not can be call Precycle. Precycle is a term that is born to think what you are going to buy before shopping. So this is the reason Precycle becomes important, if the community start to think as Precycling, thinking if you really need the products or just the benefits or services, what is offering the product. So collaborative Precycle, becomes an attitude from the consumer, collaborating with others to form the cycle, the cycle of sharing, the cycle of trust.

Precycle is the name for the new attitude that is getting the consumer in the collaborative Precycle.

The attitude is the most important thing to contribute with the collaborative Precycle. It depends from the people, the consumers, that are the ones who can define the style of live of the society, depending on the industry or just in ourselves.

1

Consumption, brief story and actual situation Production Modern Social Change Consumption Urban societies Styles of life Industrial Production Last Long time False Satisfactions

Commercial Exchange Neccesities Crisis over production Postmodern Consumption International Production Consumer For activities communication not necessities Excess of Production Useful life-time of the product To last very little

having Hypermodern too much Consumption Global Cycle of consumption Prosumer Excess of Production Work More Individual ownership Overabundance 1 In history, the consumption has taken a very important role about the countries and the society. The consumption involves each individual in the planet, which means that all of us are consumers. But this consumption had different eras where has been developed, beginning from the modernism, postmodernism and hypermodernism. In this chapter we can see how the consumer is influenced by the consumption and change of society, but first it is important to define what is to consume, the consumption meaning and interpretation change in each era. All this is important to understand where the society today is going and the change that is having, caused by the effects on the environment and behaviour of the consumption power on the society.

1.1 To consume

Is the mode of use of the products on the market largely anachronistic. It means destruction, attrition, cancellation, and final consumption of assets; the idea is that without decomposition and destruction of an economic asset the consumer individual does not obtain a utility or an enjoyment in it. Is an entropic process, a disorganization system, which gets always to the manufactured product and to an irreversible disorder, giving fruition and fulfillment of a need. Where the desires make get out the needs, losing the differences of what we need or what we want. The consumer has its own grammatical system and rules that carriers the message to the individual, it can vary in different countries, depending on the culture, such as buying a specific brand or specific kind of objects. This individual who responses to the rules and to the system is call the consumer.

1.2 Modernism

The moral connotation of modern implies something new, updated, unlike any state and preconditions. This meaning can be understood in the history, which is opposed to the traditional, in this sense would refer to something qualitatively superior, to a previous situation. In the other hand, as a sociological concept, the term appears with the functional analysis of social change.1

This social change in the modernism has been the result of a history, it was form by a process of centuries, accumulating knowledge, techniques, actions, new elements, creation of social classes, ideologies and institutions that were hatched, developed and were strengthened in the middle of struggles and confrontations with the feudal society.

The industrial production became an important source of income. Industry supplies mass products; the time perspective became progressive and linear. Workers moved into cities and the household was reduced to the core family of husband, wife and children. 2 1 Solé, C. (1998). Modernidad y modernización. Barcelona, España: Anthropos Editorial. 2 Raaij, G. A. (1998). Consumer Behaviour. London: Erasmus University.

-7- Consumption, brief story and actual situation

It was a global process were interacts with the economics, the social, the politics and the cultural, creating different styles of life, arriving to the modern bourgeois society, the capitalism and a new form of govern, the nation-state.

The modernism was born in the occidental Europe and later in United States, the developed or central or first worldcountries . Then, by the years it expands globally to the underdeveloped or third world, as Latin American or African countries. This expansion occurs by the relation that can be founded in the domination and exploitation where the central countries plays an active role, imposed by the capitalist mode of production that destroys or integrates the pre-capitalist native and traditional structures of the underdevelopment countries. This process leads to the generalization of the current world of merchandise and the consolidation of modern states3. Modern states is known as the political and administrative organization of unified character; is imposed on the particular power in favor of a supposed popular interest; and where is only a single government and administration4.

As said Revueltas (1990) in the paper Modernidad y Modernización, the modernity was a historical rupture. Before the pre-capitalist formations were predominantly agrarian societies which prevailing the value of use and the neutral economy and the produced objects were specific and varied, designed to last a long time. When the societies were close with poor communications facilitated the formation of very different cultures, the social relationships were personal, direct and immediate, where hierarchical societies, based on political and social legitimacy absolute of power. After the rupture, the capitalist was important for the commercial exchange with the value of use and the homogenization of the cultural diversity. It was a desire to know the world of scientific proof, closer to reality, related as a system of economic relations. With it comes a change on the activities, mainly agricultural societies to urban societies, from rural societies to urban societies, where the finished product, was a commodity, with an abstract meaning, while the object loses its status as durable and varied, it gets a value of acquisition in the society. The society now has another focus, such as “the real life that begins to be the earthly and the body occupies an important place along the soul5”.

In the modernism the philosopher Karl Marx builds his philosophy by saying that the capitalist mode of production has to be a small group of rich bourgeois, and many poor workers. The capitalist mode of production will be inevitable crisis of overproduction with resection. This will generate, over time, class

3 Revueltas, A. f. (1990). Modernidad y Mondialidad. Retrieved June 2011, from Biblioteca “Raúl Bailleres Jr.” de Mexico : http://biblioteca.itam.mx/estudios/estudio/letras23/notas/sec_2.html 4 La formación de las monarquías feudales en la Europa occidental, el origen de los estados modernos. (n.d.). Retrieved June 18, 2011, from http://www.fortunecity.es/imaginapoder/humani- dades/587/monarquiasfeudales.htm 5 ¿Qué es la postmodernidad? (n.d.). Retrieved June 18, 2011, from Las Olimpiadas Nacio- nales de Contenidos Educativos en Internet: http://www.oni.escuelas.edu.ar/olimpi2000/bs-as/cultura- ligth/postmo.htm

-8- 1 struggle and the destruction of the bourgeoisie.6 Marx thought that the society was divided in social classes, he talks about two types. The first one is the working class, which are the individuals who sell their labor and do not have the meaning of production, the responsible for creating the wealth of a society. The second class is the bourgeoisie class, who owns the means of production and used the workers. The workers will establish the socialist mode of production that establishes collective ownership.

1.2.1 Modern Consumption The consumer is one of the protagonists, as an epiphenomenon of the production world. It was so important because in this moment has occurred the socialization, the experience and the possibility to study of most of the individuals.

The consumption depends on the production, represented by the objects accumulation and profit that characterizes the capitalist society. The consumption was known as the exploitation instrument, as the necessities satisfactions, but in reality is responding to false necessities and false knowledge. The production is the object of attention, study, recognition and social legitimation. The consumption is the language of the production, is a hide manipulation in the industry, where the consume culture is an appropriation of profit and use value.7

1.3 Postmodernism

Postmodernism is the next step or era in the history after the modernism, when the modernist project failed to radical renewal of traditional forms of art and culture, thought and social life. Is a society of general communication, the society of the mass media. In the 1970s and 1980s, more people were working in the information industry than in the production of commodities8. Post modernity is located in the postindustrial society, developed in advanced capitalist countries, where we find large automation and cybernetics. In these societies dominated by the production of small series of items are made to last very little, and quickly be replaced by more advanced models. This industry needs highly trained personnel, but little, so that tertiary activities bring together most of the population. The market has developed much marketing, sales policies that designs manicured. In these societies developed postmodern culture or Culture Light, but thanks to the media spread throughout the world. In this era of multinational capitalism also the culture has become international.9 6 ¿Qué es la postmodernidad? (n.d.). Retrieved June 18, 2011, from Las Olimpiadas Nacio- nales de Contenidos Educativos en Internet: http://www.oni.escuelas.edu.ar/olimpi2000/bs-as/cultura- ligth/postmo.htm 7 Fabris, G. (2003). Il Nuovo Consumatore: Verso il postmoderno. Milano, Italia: FrancoAn- geli. 8 Raaij, G. A. (1998). Consumer Behaviour. London: Erasmus University.Pg. 55 9 Raaij, G. A. (1998). Consumer Behaviour. London: Erasmus University.

-9- Consumption, brief story and actual situation

Giovanni Vattimo, a professor of philosophy at the University of Turin, postulates that modernity ends, “when it disappears the opportunity to continue talking about history as a unitary entity. The crisis of the idea of history brings the crisis of the idea of progress”10. He defines the postmodern clearly, where the important things are not the facts but the interpretation, it means the use that is given by the actions. He thinks that the step from the modern to the postmodern is the configuration from a strong thought to a weak thought. The strong thought talks about the true, the unity, the totally, a thought that can establish functions of knowing and actions. In the other hand, as the weak thought, he talks about a thinking that rejects the strong categories, is not capable to know the state of being and therefore it cannot even determine values, which are objective and valid for all men. This weak thought is presented as said Vattimo, “a key word in our culture, a kind of fate that can not free without giving up key aspects of our spirituality”11.

The postmodernism can be describe with different characteristics, such as differences, pluralism, relativism, mass media, and weakness of ideologies. The differences, is one of the strongest concept, understood as a multiplicity of cultural identities or realities that exist in our planet. This recognition of differences creates awareness in ourselves that we are one among many cultures, the pluralism. The plurality denotes a certain attitude towards life, a political will that will not stay in the acceptance or recognition of the other as different, but intended communication with this otherness, coexistence and willingness to share a common world. By accepting the differences and live in a pluralistic world is a relativism inevitable, if there is no reason unifying values and knowledge which everyone creates is valid according to the culture or the reality in which we live. This somehow creates a perfect vacuum in which there is no model of human perfection, an ideal type. The mass media are the main factor in postmodern society. They have turned the world into a more complex, are responsible to show the different realities, multiple identities in their individuality and uniqueness, but also show artificial realities, sometimes the product of the imagination all those involved in the media. The most important is that at the end of modernity, there were not ideologies. As a consequence of relativism, pluralism, the recognition of difference and mass media and the world in which “anything goes”, ideology is just as an ordered system of ideas. Where arise and have place many ways of thinking, is just mentality, a set of values and ideas shared with a group of people inside a society.12

10 G. Vattimo, J. M. (1994). En torno a la posmodernidad. . Barcelona: Anthropos. Pg. 10. 11 Magnanimo, A. (n.d.). Il pensiero di Vattimo. Retrieved June 18, 2011, from http://www. filosofico.net/vattimo.htm 12 Granados, V. (n.d.). La Posmodernidad. Retrieved June 21, 2011, from http://sepiensa.org. mx/contenidos/2006/l_posmo/posmo_1.htm

-10- 1 1.3.1 Postmodern Consumption As it was said before, the prod uction of the products was done to last very little, so that way the companies could produces more and more products. It was created the planned obsolescence, 1920 but it was not considered, after the economic crisis of 1933, Bernard London wanted to reactive the economics proposing this concept, the planned obsolescence. As is explain in the documental “To Buy, To Throw Away, To Buy; the Secret History of Planned Obsolescence”13 He proposed to erase the idea of the unlimited products, indicating that the product was in the end of its useful lifetime. That means that the product was death and it had to be throw it away or destruct. London thought that this way, the companies could produce more and more, to ends with the unemployment, and these employers could continue to consume. In other words, the employers were working to create the products to last less, that way they need to work more, to gain more money to buy not one product in 10 years but more that one. They were trying to work hard to get more money, but at the same they worked they needed to spend. As more employers in a production company, the necessity of buying were bigger, the economy was going to be high again. 14

In the fifties theconsumer society has moved to the West. Industrial designer Brooks Stevens formed the basis of that planned obsolescence “is the consumer desire to own something a little newer, a little better and a little before it’s necessary.”15 It is not forcing consumers to switch technologies, but to seduce him (the individual) to do so with the mass media.

Under the guise of “if the consumer does not buy, the economy grows,” now become unavoidable principle of the capitalist system, supported by the growing power of marketing, manufacturers require the engineers to adjust the life cycles of products, a technique that has soared with the boom of technology products, from batteries for mobile phones and laptops to TV tuners, to appliances and almost any electronic product.16

The production, is not common as in the modernity, it is located away from the industrial countries. With the new technology the production can be anywhere looking for new places, new prices, new advantages, creating a productive relocation.17 The production looks for opportunities as low price or labor, 13 Dannoritzer, C. (Writer). (2011). To Buy, To Throw Away, To Buy; the Secret History of Planned Obsolescence [Motion Picture]. Spain. 14 Bernard London propose the planned obsolescence in this document: London, B. (1932). Ending the Depression Through Planned Obsolescence . Retrieved August 2011, from http://upload.wikimedia.org/wikipedia/commons/2/27/London_(1932)_Ending_the_depression_ through_planned_obsolescence.pdf 15 Arriba, M. d. (2011, January). Economia y sociedad. Retrieved August 2011, from http://eco- nomia.migueldearriba.net/2011/01/comprar-tirar-comprar/ 16 Arriba, M. d. (2011, January). Economia y sociedad. Retrieved August 2011 from http://eco- nomia.migueldearriba.net/2011/01/comprar-tirar-comprar/ 17 Fabris, G. (2003). Il Nuovo Consumatore: Verso il postmoderno. Milano, Milano, Italia: FrancoAngeli. Pg. 32

-11- Consumption, brief story and actual situation giving opportunities to the undeveloped countries. Bringing an opportunity of job for does that does not have, but making a huge ambient problem, and poverty with the time. They thought that bringing lower prices to produces more, would give more jobs, so this way the people can consume more, is a cycle that can not change, it needs to be break.

In 2003, Giampaolo Fabris talk about the postmodernity, as the phase that we were living in that moment. He said that was a new episteme that is showing but has a great capacity of attraction and that in a short time, will grow at an exponential rate, becoming the depth of the subject, what will become the excess of the things.

The consume culture in this era, is a consumption of signals and images. It is open the possibility to expand the potential consumption of the our self autonomy, is free of reference to the logic of production, all things considered limiting and unsatisfactory, and the preponderance of schemes related to the symbols of status and imposes itself as the language itself.

1.3.2 Postmodern consumer

The consumer depended also by the economy, they need a job to life, but to have a job it was the necessity to make the individuals to consume, that way it has something to produce, it was dominated by the society. So everyone in the world started to have their own products to different activities, not necessities, because there are not buying for the necessity but to satisfy the desire to have it. It was created an ownership society, were the consumer have a specific behaviour. The products were created for the trash, were thinking with a death life, so that way they could be replaced, so the production continued to growth.

There were too much variety of products; they could choose the one that like more which started a king of liberty on the consumption, that is what the consumer think. So, the consumer started to be a flexible individual that likes to try all that is new; all that is impose in his culture. That goes in a non-linear way to find his purpose, juggles in all the market alternatives, makes new things related to the risk and adventure. The consumer is interested of his own appearance in front the others in the society, it is important what is outside, what the others perceive. It becomes very important the position in the society, and what is showing up, what is the perception on the society, that can be diverse depending on the culture. For example it depends on where the individual is going, what king of friends did it have, the relations, the social class (if exist). A person cannot be dress with the same clothes if one has a cocktail night with the television actors or if have a beer night with friends at the bar of the angle.

-12- 1 The consumer in this era had a big change. Ideologies and consumer groups are fragmenting. An absence of a dominant ideology, culture or fashion obliges consumers to make their own choice and adopt their own lifestyles. This is a time of secularization and tolerance of others.18

There is an analysis of the consumer behaviour of this era that is used by the marketing to understand the consumer and make it consume more and more. Each company has different strategies, but all are based on these behaviour. The behaviour is explained in the book of Gerrit Antoniedes, Consumer Behaviour (1998)19.

1.4 Hypermodernism

First is important to know the meaning of hyper, on the Cambridge Dictionary online, this prefix is “having too much of the stated quality”20

Hypermodernity is a type, mode, or stage of society that reflects a deepening or intensification of modernity, and it comes after the postmodernism, but not drastically, it is a change that happened during years, as the consumption transform. Hypermodern cultural and social theory is founded on the appreciation of the excesses of modernism. Hypermodernism refers to any contemporary social process containing a greater than usual amount of various elements relating to the quality or state of modernity. Everything now, is no longer local and precisely situated, but global and generalized, international. Hypermodernity is principally characterized by the acceleration and intensification of modernity, inclusive of the leveling and with the destruction of the distinction between private and peaceful. The concept of hypermodern is most useful as way of elucidating an assemblage of excessive organizational, institutional and social occurrences that are generally disassociated in time-space. As Augé21 said that the excesses is the near and the elsewhere of the supermodernity22, where the overabundance of the effect of time-space, the individualization of references an uncertainty, spending and intensifying hypercapitalism gives this era, where the principals of intelligibility are disappeared.

Marc Augé said that there are three figures of excess which it can be employed to characterize the situation of supermodernity23: overabundance of events, spatial overabundance, the individualization of references, this ones make 18 Raaij, G. A. (1998). Consumer Behaviour. London: Erasmus University. Pg. 56-57 19 Raaij, G. A. (1998). Consumer Behaviour. London: Erasmus University. 20 Dictionary, C. A. (n.d.). Retrieved June 26, 2011, from http://dictionary.cambridge.org 21 Augé, M. (1995). Non-places. Introduction to an anthropology of supermodernity. London: Verso. 22 Supermodernity is another name for hypermodernity. Some people call it this way as Marc Augé. 23 Augé, M. (1995). Non-places. Introduction to an anthropology of supermodernity. London: Verso. Pg 109

-13- Consumption, brief story and actual situation it possible to grasp the idea of hypermodernity without ignoring its complexities and contradictions, but also without treating it as the uncrossable horizon of a lost modernity with which nothing remains to be done except to map its traces.

1.4.1 Hypermodernism Consumption

Hyperconsumption is a consumption that absorbs and integrates more and more spheres of social life and which encourages individuals to consume for their own personal pleasure rather than to enhance their social status, as said Gilles Lipovetsky.24 The hypermodernism consumption was when the developed countries have entered into a dynamic ever-accelerating production, consumption and waste. As a result of all this, millions of tons of waste reach the third world. Landfills in Africa, are full of printers, washing machine, toaster, iron or computer that are scraped. And are suppose to be recycled by the companies that produce, but the persons in Africa try to find the aluminum parts, the rest is trash, is a landfill from the West countries.25 As said Frederick W. Taylor (as cited in Latouche, 2011), “Work more to earn more”26, this way the potency of the employer started to growth, there were more competence between the employers. The one how give more time, and effort to the companies would stay last and would have more work, so more money. This way, the extension of the duration of life was perceived as one of the advantages of Western economic development. With more work, more happiness, life is longer. But the owners of the companies, the ones who have the power, most of the cases the government, are the only ones how have benefits from these, the rest of the people, surf the consequences of all these, and off course the environment. The producers and consumers though that is they can produces and consume forever, as an unlimited resource. All the materials and thing need to produce come from our planet, and the planet is not unlimited. So here is the problem. The hypermodern consumption brings us an idea of infinity of resources, actions, culture and societies. The space is lost; there are no distance between the consumers and the objects. There is not space to consume and to through away all what we consume.

The planned obsolescence that we talk before, takes a very important part in this era. How this involves the consumer to consume, all is planned.

1.4.2 Hypermodern Consumer

Lipovetsky27 define this consumer as an individual oriented towards pleasure 24 Lipovetsky, G. (2005). Hypermodern Times. Great Britain: Polity Press. 25 This is an example shown in a documentary: Dannoritzer, C. (Writer). (2011). To Buy, To Throw Away, To Buy; the Secret History of Planned Obso- lescence [Motion Picture]. Spain. 26 Latouche, S. (2011). Il tempo della decrescita. Milano: eléuthera. Pg. 32. 27 Lipovetsky, G. (2005). Hypermodern Times. Great Britain: Polity Press.

-14- 1 and hedonism28, is also filled with the kind of tension and anxiety that comes from living in a world which has been stripped of tradition and which faces an uncertain future. Individuals are consuming by anxiety; fear has superimposed itself on their pleasures, and anguish (extreme unhappiness) on their liberation. Everything worries and alarms them, and there are no longer any beliefs systems to which they can turn for assurance, to be protected. The only way the see is to continue consume new products, where the companies are telling them that that is the solution, that with the new products are going to be better, but it is just a cycle, the cycle of consumption.

To this consumer results very difficult (if not impossible) to get out of this cycle. The consumer needs to know how the consumption works, how the planned obsolescence is taking him to the cycle.

The consumer is converting in a prosumer, (producer plus consumer). This consumer knows that they can influence the direction of the new industrial production through the purchase of own modern and therefore behaves responsibly towards the environment.29 It is when the costumers are involved in the production process, when is proactive and participates in the design of products or services30, for example, when the consumer can personalize his own product, as shoes to cars.

1.5 The BIG problem of consumption

To produce and consume it is necessary materials, so it is true that the consumption is based on the materials economy, which begins with the extraction. The extraction that means taking and using the resources and services, which the planet provides. The planet’s resources and services provide tremendous value, such as wood, minerals, water, plants, animals, but also in such as cycling water, carbon, and nutrients. This earth-provided value is often referred to as Natural Capital, which includes the resources, living systems and ecosystem services of the planet, on which the materials economy, and the survival, depends. The problem here is that the society is using too much stuff, consuming to much, and the processes by which we extract all that stuff cause more damage and we’re not sharing the stuff equitably. We are just getting full of new objects, products and services all the time. This problem can be understand with a video that is call “The Story of the stuff”31 by Annie Leonard, an activist about the theme. 28 As it is define at theCambridge Online Dictionary, Hedonism is “living and behaving in ways that mean you get as much pleasure out of life as possible, according to the belief that the most important thing in life is to enjoy yourself”. Retrieved from Dictionary.com: http://dictionary.cam- bridge.org/ 29 Lanzavecchia, C. (2004). Il fare ecologico, il prodotto industriale e i suoi requisiti ambien- tali (2nd Edition ed.). Torino, Italy: Time & Mind Edizioni. 30 Paul Russell Smith, P. S. (2005). emarketing excellence: the heart of ebusiness. Great Brit- ain: Elsevier Butterworth. P. 43. 31 Get information at the web page.

-15- Consumption, brief story and actual situation

This video, Annie Leonard talks about the materials system that defines our economy today, starting with the extraction, production, distribution, consumption and disposal. But the system is in crisis because is a linear system and we live in a finite planet, which cannot work, because is missing the people, the corporation and the government. In the extraction the people are getting out of resources, in the last decade, one third of the world’s resources base has been consumed. In this system if you do not own or buy a lot of stuff, you do not have social value, you are not part of the society. In the next step of the system, the production, there are used many chemicals employed, most untested, affecting the health of all the workers that the only way to ear money is accepting those types of jobs. The production is the greatest source of pollution, emitting more than 4 billon pounds of toxic chemicals a year. The erosion of local environments and economies leaves people with no other economic option, but to work and live in toxic environments. The distribution consist on selling as quick as possible, keep prices down, it’s all about externalizing the cost, keeping wages down, skimp on health insurance. Some times we do not ask ourselves how is possible the cost of 5 dollars a radio, most of the time we are not paying for the radio, you are paying for the future of the kids in the Congo. After the distribution it comes the consumption, today as the hypermodern consumption, as how it was explain before. The consumption is the heart of the system, the primary way our value is measured and demonstrated is how much we consume. One percent of material we consume is still in use 6 months after we consume them; the material’s life is longer than the product life or time of use. All this happen because the product has been design in an enormously productive economy demands that we make buying a way of life. Here was created the planned obsolescence, which was explained before. We are convinced to throw away the object that we consider old and with any use, but still perfectly useful. Advertisement plays a big role in this, makes us unhappy with what we have, we are told: “we are wrong”. All we see is the shopping, the production, distribution and disposal happen outside our field of vision. We are paying for this with our time, we work harder than ever, and in our leisure we watch TV, commercials, and we shop. We are in a vicious cycle, work, watch commercials, and shop. The last part of the system, the disposal, is on the garbage; the stuffs are getting to the landfills. Pollutes air, land and water, affecting the climate by releasing the toxics. Recycling helps by reducing garbage, reducing demand, but recycling is not enough, also because much of the garbage cannot be recycled.

In order to turn things around, the society needs to extract less and ensure that the extraction processes used support environmental, community and Leonard, A. (n.d.). The Story of the Stuff. Retrieved July 2011, from http://storyofstuff.org/index.php

-16- 1 worker well being. The society needs a more equitable distribution of both the harms and the good stuff that all this extraction. The society is not only consuming and using a lot of things, products, materials, also the processes that are using to extract further damage ecosystems, change the climate, pollute water, poison workers and destroy communities. And the use of all this stuff that is extracting isn’t equitably distributed around the globe. Some people are using way more than their share while others are using far too little. Today, over half the world’s population lives on less than US$2.00 a day. Twenty percent of the world’s population consumes 86% of the world’s goods. The richest 50 million people, living mostly in Europe and North America, have the same income as the 2.7 billion poorest people.32 When some parts of the world need to consume less, others need to increase their consumption in order to meet even their basic needs. The society needs to got to meet somewhere in the middle. Some use more, some use less but the total stays within the planet’s ecological limits.

The combined environmental, social, cultural, and economic impacts of current rates and practices of extraction can be devastating. Extractive resource industries also appear to distort macroeconomic development in many countries through what is increasingly being understood as a “resource curse”. The combination of large unaccountable revenues, poor governance, corruption, inadequate distribution of revenues to local communities and local environmental and social costs, leave many countries poorer than before they developed their extractive resources.

Fortunately, there is another way, if the society works as one, if an individual thinks for all and not for himself. The society needs to involve the greater quantity of people to work together to change the problem of consumption, to give an equality society. For these is important to collaborate with each other.

In the next chapter is explain the new era that the society is getting involve today, The Collaborative Consumption.

32 Data from: Leonard, A. (n.d.). Extraction.

-17-

1 Consumption, brief story and actual situation schema. Summary of the chapter. Production is the principal topic, because consumption is based on the way of consume what is produced. It is analyzed each era separately, begging with the modern consumption, highlighting the important facts in that era, as the social change that creates new styles of life, and the necessities that were born. It is shown the relationship with the next era, with the product, because it changes from last long time to last very little. In the next era, the postmodern consumption, the production becomes international and as an excess, with new communication of signals and images. The industrial designers were born, creating an end of lifecycle of the object, contributing to the planned obsolescence, connecting to the next era, the hypermodern consumption. The product becomes abundance, having too much is the idea, generating an individual ownership. The cycle of consumption is unstoppable, working more, to earn more, to buy more, to produce more. The consumer is now as a prosumer, who depends on the personal pleasure and personal hedonism. The last era is call Collaborative Consumption, which is based on the share between strangers in a community, or between communities. The consumer has a new attitude that is going to be call Precycle.

-19- Consumption, brief story

Value of use Value of adquisition Consumption For activities False Satisfactions not necessities System of economics Own Appareance What the Consumer others perceive Commercial Exchange Behaviour Signal sI mages Last Long time communication Industrial Production Consumer Ideologies Crisis over produc Information industry To last very little Postindustrial society Useful life-time Postmodern of the product Industrial DesignerProductions Production Consumption End of Lifecycle International Production Excess of Production Productive Relocation Created for the trash Work More Opportunities To earn More Lower Price or labor To buy More Underdeveloped Credit To produce More countries Cycle of consumption AnxietyA nguish Excess of Production Ever-accelerating Production Global Hypermodern Waste Consecuences Consumption and actual situation Modern Social Change Styles of life class Struggle Peering Consumption Lending Urban societies Reusing Creation of social classes Donating Social Relationships Gifting Neccesities Bourgues Class Bartering Working class Swapping Renting Trading Industrial Production Frequency Crisis over production Sharing of use Relationship to stuff Shared Access Collaborative ProductionProductionAttitude having Consumption PRECYCLE Decrease Production too much Reputation Individual ownership Community Efficiency Advertising Excess of modernism Needs Experiencies Gets involve in the production process Trust between Prosumerstrangers Personal Pleasure Excess of Production Personal Hedonism Hypermodern Overabundance Consumption Time Space Events

2

Collaborative Consumption Peering Lending Reusing Gifting Donating Bartering Swapping Renting Trading Frequency Sharing of use Relationship to stuff Shared Access Collaborative Attitude Consumption PRECYCLE Decrease Production Reputation Efficiency Community Needs Experiencies Trust between strangers 2 2.1 Collaborative consumption, definition

The collaborative consumption is the new era, as most call it. To understand this new concept it is important to define the word collaborative. The definition in a dictionary of collaborative is the characterized or accomplished by collaboration. The origin is collaborate +ive, which means to work one with another, to cooperate.1 Starting from this meaning, the collaborative consumption is a consumption that each individual works with another for the benefit of both. And this is true; the pioneer to describe this concept isRachel Botsman.

Rachel Botsman is a social innovator and the co-author of the book What’s Mine Is Yours: The Rise of Collaborative Consumption. She consults, writes, and speaks on the power of collaboration and sharing through current and emerging technologies, and on how it will transform business, consumerism, and the way the society lives. She has lived and worked in the United Kingdom, United States, Asia, and Australia. Rachel is currently working with star-ups, big businesses and local governments around the world to design and deliver innovative solutions based on the ideas of Collaborative Consumption.

The collaboration on the Collaborative Consumption is based on the sharing products, services, and knowledge, anything between the communities. The principal concept is to share what a person does not use to another that probably need it or can use it better, a lot of times a person has at home a lot of objects in the sealer, or in a place to stored, those objects have not importance for the owner, for many reasons, but it can be so useful to other person. Instead of buying a new object the person can look for someone how has it and can share it, this action is collaborating Reputation or contributing with the problem of the Collaborative consumption explained in Community the last chapter and also Consumption for the economy of the person. Also is preventingShared Access the house accumulation of objects that then are going to be in a landfill. But not only objects, we can talk also with services, like to teach or transport, or a place to sleep, or offering the service to take care of the plants when you are traveling, or with the kids, there are a lot of forms to share with others. To share begins when two or more persons want it, so there is when works in a community, a collaborative community.

Making a brief back to the history, 40 years ago, we can divide the sharing evolution in fourth phases. In the first one, some people from the society were using technology to exchange information, knowledge, and codes. Then in the second phase, was the rise of social network, were the people 1 Dictionary Reference. (n.d.). Retrieved July 2011, from Dictionary.com: http://dictionary. reference.com/browse/collaborate

-25- Collaborative Consumption Peering Trading Peer, a person who is the Trade, the activity of buying same age or has the same and selling, or exchanging, social position or the same goods and/or services abilities as other people in a between people or countries group Gifting Gift, a present or something which is Peering given Peer, a person who is the same age or has the same social position or the same abilities as other people in a Bartering group Barter, to exchange goods for other things rather than Reusing Reuse, to use some- for money thing again Swapping Swap, to give something and be given something else Sharing instead; to exchange Share, to have or use some- thing at the same time as someone else Borrowing Borrow. to get or receive something from someone with the intention of Donating giving it back after a period of time Donate, to give money or goods to help a person or Lending organization Lend, to give something to someone for a short period of time, expecting it to be given back tions Renting Rent, offered by the owner for someone else to use in

Ac exchange for money

-26- 2 start to connect each other. Was easier to talk with others being in different places. The physical mail cards, were starting to disappear, it was easier with technology to write or know something about other person, in a short time, almost immediately. The third phase, begins with the increasing of the use of the web and the relationships between places. Starting to share and exchange media, photos, film, and music in a way we have not seen before. All these started to be digital, disappearing the tangible products, it was just important the services, the music, not the CD; the photo, not the paper. It was easier and fast to exchange the media, with out transportation and displacement. And the last phase, were the society is sharing all kinds of assets, cars, skills, money, that is the collaborative consumption. It is a rising of economy culture that has the power to reinvent. Not just what we consume, but how we consume.

But collaborative consumption is not only sharing, it is also peering, reusing, swapping, renting, trading, gifting, lending and bartering, actions that involucrate two or more persons. It is the interaction between the individuals of a consumer society. In the next graphic, are the definition of each action (Actions). By the years, the consumption has taught the society that it is important to consume to reach the happiness and well being in life. In the hyper consumption the society started to understand that the consumption is managing it. Getting too much stuff without a real reason or just because it is sometimes easy to buy another thing, that to repair or fix. This was explained in the previous chapter. So the society is use to consume and consume, some times consciously, for a real need, or for created needs. This society does not need to stop consumption in this era; it is changing the way of consume and the way of interaction with others, it is a revolution, a big change.

By the economic crisis all over the world, the people start to look other ways to consume, so satisfied their needs. The absence on money makes the people to think about sharing the things with neighbors of friends and get some earnings. Starting to sell what they have at home, renting some others, and exchanging.

From here comes this new movement or era, the collaborative consumption. That is why it is important to trust the others, so needs to be local or face-to- face, with friends or with a community. And not only collaboration inside the community, but also between communities.

Today we are starting to look at the resurgence of community and community values and connections with each other as being more fundamentally important. But also technology is enabling us to do this on a scale and in ways that has never actually been possible, with the Internet. And we’re been able to connect with each other, and trade and exchange. In ways that would not actually happened even five years ago. With the growth of Internet, all over the world approximately thirty percent of the population has access to Internet at the end of March of 2011, with a growth of 480.4% from the year 2000 to 20112. So this 2 Stats, I. W. (2011, March 31). Internet World Stats. Retrieved August 18, 2011, from Internet Usage Statistics: http://www.internetworldstats.com/stats.htm

-27- Collaborative Consumption is enough to understand that the community is connected this way. That is the way the people connect to each other, it does not matter the location, it can be the neighbor or can be in another continent. The Internet can be use to stay in touch with friends, get international news or find jobs, but also it can be use to connect and combine groups of persons, to interact with, using the terms many-to-many or peer-to-peer. (Terms used by Botsman3.)

In the 21st century, every day millions of people are using Collaborative Consumption, realizing enormous benefits of access to products and services over ownership. Most of the times unconsciously, without knowing that are part of the collaborative consumption. At the same time people is saving money, space and time, making new friends, and becoming active citizens once again. The new systems are providing significant environmental benefits by increasing the use of efficiency, reducing waste, encouraging the development of better products, and mapping up the surplus created by over-production and consumption.

Collaborative Consumption can be defined by reputation, by the community and by what the society can access and how the society share and what they give away. So are the actions of the community that are important, the individuals are becoming the main characters of the consumption, removing the power from the ownership and the production of the industries. The production is starting to depend on the consumers, so the consumers can reduce all the over-production that is in the world, just acting in a collaborative way in front of the consumption. As Sean McColgan4 said, the “Collaborative Consumption has already created it looks like it will continue to grow and evolve to outstrip previous models of consumption. Most importantly, Collaborative Consumption is making us think and challenge what we consume and the way we consume it.”

The phenomenon of sharing increased in the Internet by peer-to-peer communities such as Linux, Wikipedia, Flickr, Digg and YouTube that now is a familiar story; most of the Internet users knows them and interact with. As any industry growths as how much the consumers consume, but these communities growth thanks of the sharing and collaboration between the users. Collaborative consumption is rooted in the technologies and behaviors of online social networks, depends on the Internet user. Collaborative Consumption started online, by posting comments and sharing files, code, photos, videos and knowledge. And now had reached a powerful inflection point, where start to apply the same collaborative principles and sharing behaviors commutes to co-working spaces to the way the society borrow and lend money to the way fashion is designed, different areas or the lives are being created and consumed in collaborative ways. As said Botsman, “these digital interactions 3 Botsman, R., & Rogers, R. (2010). What’s Mine Is Yours: The Rise of Collaborative Con- sumption. New York: HarperCollins Publishers. Pg. 16 4 McColgan, S. (2010, Dicember 1). The Rise of Social Media and The Sharing Economy. Retrieved august 2011, from Money Saving Blog: http://www.promotionalcodes.org.uk/21058/the- rise-of-social-media-collaborative-consumption/

-28- 2 have helped with the concept that cooperation does not need to come at the expense of our individualism, opening us up to innate behaviors that make it fun and second nature to share.”5

The social networking is becoming a service networking, using the online networks to get things done in the real world, not only communication as before. So there are created the micro-prenuers, which is the empowering people to make and save money from their assets. How a person with his own stuffs can make some money, things that thought were lost. This is how social mobile and location technologies are becoming together to create two fundamentals principals that made collaborative consumption possible, efficiency and trust.

Collaborative consumption is a business model in which shared goods or services are distributed via a market place to a community of users. Reshapes markets by changing supply and demand economics. These new market places shrink consumer retail demand. It is like a direct market, with out intermediary industries. It changes the way the goods and services are distributing in the industry sector.

This collaboration through the use of Internet, as a new business model, can be divided in three categories according to the actions, goods, and knowledge. When the share consist in a product, to share the products a person have at home with others, renting or peering. Is when a person pays for services of a product. The society wants the benefits of a product, but don’t need to own the product outright. This is a Product Service System. Another system is the redistribution markets, when the markets change, the are not more, industries-distribution-consumer, it can be consumer-consumer, the intermediaries are disappearing, the products are rotating, from one user to another, a product is not more just for one user, the useful life is expand. And al last, is the collaborative lifestyles, which means the behaviour of the individuals in the society is changing, the think in what is going to benefit all the community and not only themselves. The consumer is not carrying that much of the social class defined by the objects as how was in the modern and postmodern times.

For the society in the Collaboration Consumption is essential to belief in the commons, trust between strangers, idling capacity and a critical mass. Is important that the individuals start to have a different attitude in front of the consumption, and the coexistence with others. This works if people trust each others. “The society yearn to trust and be trusted”, as how it’s cited at the Online magazine Time Specials6, “one researcher has found that people get a spike of the pleasant neurotransmitter oxytocin when they’re entrusted with another’s goods. That’s the beauty of a sharing society — and perhaps the 5 Botsman, R., & Rogers, R. (2010). What’s Mine Is Yours: The Rise of Collaborative Con- sumption. New York: HarperCollins Publishers. Pg. 22 6 Walsh, B. (2011, May 17). Today’s Smart Choice: Don’t Own. Share. Retrieved August 2011, from TIME Specials: http://www.time.com/time/specials/packages/arti- cle/0,28804,2059521_2059717_2059710,00.html

-29- Collaborative Consumption

Product Service Systems

Pay for the benefit of using a product without needing to own the product outright. Disrupting traditional industries based on models of individual private ownership.

Collaborative Lifestyles

Categories It’s not just physical goods that can be shared, swapped, and bartered. People with similar interests are banding together to share and exchange less tangible assets such as time, space, skills, and money.

Redistribution Markets

Redistribute used or pre-owned goods from where they are not needed to somewhere or someone where they are.

reason it might prove more lasting than one built on ownership”.

The market places are everywhere, in the media, car rental, lodging, staffing, textbooks, finance, bike sharing, swap clothes, fashion rental, rooms for travelers, food services, co-working, bartering and a lot more. Those market places are classified as the activities of the actions. In the graphic Action- Activities is shown the different activities, related with the different actions, each one of these is also part of one of the three categories of Collaborative Consumption.

There are some critics concerning the Collaborative Consumption, most of them say that this is going to growth and is going to be the new lifestyle. As Tunzug said that is “one of the best ways to return to a sustainable way of life is to maximize asset use through collaborative consumption market places. By providing economic incentives to maximize efficiency, building large communities to shared causes and decreasing total consumption, collaborative consumption will become a keystone of a sustainable society.”7

Lauren Anderson8 the Innovator director at Collaborative Consumption says 7 Tunguz, T. (2011, March 10). The New Market Places - Peer to Peer Collaborative Con- sumption. Retrieved August 2011, from Entrepreneurship Review: http://miter.mit.edu/article/new- market-places-peer-peer-collaborative-consumption 8 Keen, A. (2011, November 14). Why The Collaborative Consumption Revolution Might Be As Significant As The Industrial Revolution (TCTV). Retrieved November 2011, from Tech Crunch: http://techcrunch.com/2011/11/14/why-the-collaborative-consumption-revolution-might-be-as-signifi- cant-as-the-industrial-revolution-tctv/

-30- 2 Ac

Free/Gift Exchanges Donating tions Used Electronics Bartering Gifting Bike Sharing Bartering

Shared studios/Workshops

Swap sites for baby goos and toys Car Sharing Swap sites for media (Dvd’s, books, games) Errand & Task Networks Skill sharing Swapping Activitie Swap sites for books Sharing Clothing swaps

Taxi Sharing Neighborhood support Car Sharing (from big Ride Sharing automobile brands) Borrowing Movies Gardens Peer-to-Peer Car Sharing Trading s Peering Social Food Networks Big Marketplaces Peer-to-Peer Travel CrowdFunding Storage Networks Peer Rental Unique Experience Marketplaces Reusing Coworking Spaces Finders

Toy Rental Used Electronics Fashion Rental Coworking spaces Social Currencies Art Rental Renting Neighborhood Marketplaces Neighborhood Rental Lending

Parking Spots General Online Rental Social Lending Textbook Rental Solar Power

-31- Collaborative Consumption on an interview by Andrew Keen that collaborative consumption is being as significant as the Industrial Revolution. It is a dramatic statement, because is going to disrupt industry, as we know it. In the industrial revolution is all about the beginning of this kind of mass production of things, and we’re really reaching a point in a society where we are going to run out of resources. We’re going to run out of the ability to produce and consume at the rate that we have been, and so collaborative consumption is really stepping to the side of all that and reconsidering how it is that we actually get access to the things we need when we need them. So the idea that we can actually pay for the use of the product without needing to actually own that outright is one of the fundamental principles of collaborative consumption. Collaborative consumption represents a shift from the “me” to the “we”, because we are consumed with the idea of individual ownership and the fact that when we purchased things, it would add up to who we were as a person. Lauren Anderson thinks we’re slowly moving away from that idea and seeing that what we have can actually be beneficial to a larger group of people. And when we actually pool our resources, we actually have access too much more than we did just individually.

Collaborative consumption can not be confuse or related with the communism, because the thing about collaborative consumption is that people still stand to benefit individually whether it is through renting out their assets or you know making money on the things they aren’t. But, the idea it’s available for other people to use is what the fundamental shift is.

Consumers attitude and actions

As how it is clear before, the individuals in the society, the consumers are the ones that make this happen, the collaboration consumption. All is in hands of the consumers, but they need to be motivate, because most of them can think that changing the way of consume can affect them. If they don’t buy things there are not going to be jobs for all, specially the people that works in the big industries. For them can be a way to reduce the opportunities of their jobs. If a company does not sell all what produce, needs to produce less, so less workers are needed. This is what a consumer and worker can think, but they need to understand that there are other ways to work, and to do the things by there self without the necessity to buy all they buy. If a person has more time at home, because is working less, can be with friends, family and share activities, socialize. To share with people it is important to give and receive.

A particular pathway will exist along side collaborative consumption, at least for the next 20 to 30 years, where people can still operate as per usual. But I think what we’ll start to see is that people who don’t participate in these systems will very much be on the outer. If you are not part of the systems, you are technically left out from being able to operate within these systems. So you have to be a player to have benefits from the rest of the system as it exists.

-32- 2 To collaborate is innate in us, because we were actually born and bred to share, we grow up learning how to share, it’s something that we’re taught from a very early age, something that is actually better for us to do, everybody benefits when we behave like this. It does not mean that we cannot have self-interest at the heart of it. A lot of people, when they start using these systems, its all about self interest that they have because it’s going to be easier, or cheaper, or more convenient. But, when it comes down to it, what they are really interested in is, is the actual capacity to trade and exchange with other people and to have that connection that they were otherwise lacking, with internet providing the ability for that to happen.

In the age of collaborative consumption, privacy on the consumer still exist, because is not about revealing all on our social networks, every minor detail about our lives being available. This is choosing us, picking and selecting what we are prepared to share and collaborate with and what we’d actually prepare to remain individual about. There will be always people that have a threshold where they decide what they are prepared to share and collaborate on, and what they would like to remain individual. It is just about finding those individuals boundaries, and making sure that you operate in those systems accordingly.

Sometimes the people works to get money to buy a special product that wants, or that they think they need (a created necessary). They can work and work for days to get that object or service, then they get it and used for just a period of time. So all the work was just for the feel satisfaction to buy a new one and used that period of time. They work to hard that didn’t have time to see if a neighbor or friend maybe have it, so it can be borrow. So the time to be with friends, family and neighbors is important, not only work and work. But if everyone works just less time, there is going to be more jobs for all, and less necessity to consume, they can just share and cooperate not with a competition attitude. The pioneer in this theme is Serge Latouch, a professor of economy at the university of Paris, that talks about how the degrowth is going to be the solution to all the problems of consumption and problems with the environment and is going to bring happiness to the society.

It is important to understand that the society needs to change, and is going to change in the behaviour, attitudes, and actions. It needs to be a society that is based on quality and not quantity, on cooperation and not competition. This change can be find with the concept of degrowth that talks Latouch, that is a radical shift from growth as the main objective of the modern economy, towards its opposite, contraction or downshifting, but in a voluntary way.9

The growth society is dominated and often obsessed by growth economics. It makes growth for growth’s sake the essential aim of life, if not only aim. This society causes inequality and injustice to rise, the well being that produce 9 Latouche, S. (2010). La scommessa della decrescita. (M. Schianchi, Trans.) Milano, Italia: Giangiacomo Feltrinelli Editore.

-33- Collaborative Consumption is often illusory, even for the rich. The society is convivial but not agreeable on what is living. The high quality of life that most people in the developed countries believe is just because enjoying is increasing as an illusion. They think that they need to consume more on goods and services, but they forget to deduct the costs of these things, in the environment, as reduction in quality of life because of contaminated air or undrinkable water. This reduction in quality of life is actually increasing the cost of modern life, as medicine and transport, or the natural sources, as water (that should be a free source). So in other words, the society is in charging of auto destroy them.

The growth economics is the one who creates the necessity to growth. In most of the governments this is an important fact. The government needs a high economy to compete with other countries, to try to show that they are winning and doing the right things. It is prize the one how makes the economy growth, it is important to show how a society is living in a good quality of life. But all these are just for some people in the world. The government is a competition with the others countries, they can do what ever they want without carrying about the other societies, or even those that does not help to their growth. An example is when a government does not care about the poor people in the country if the rich people are bringing them really satisfactory results. For the government it is important how the statistics said and the vision of the country from the outside. The economic was created for the governments, it can be prove by the definition in the Cambridge Online Dictionary10, which is the system of trade and industry by which the wealth of a country is made and used.

To reach these change in the society the idea of Economy needs to be change or it have to be in a different way. If the new society can change or decrease the consumerism, just changing the way of consume, it is going to affect the economy in a country. The industries are going to be manage by the society as a community, so the economy of the country is going to be in charge of the society not from the government.

To change the economy, it is necessary to downscaling. Adopting the word “downscale”11 will underline that the society is giving up the senseless doctrine of growth for growth’s sake. Downscaling must not be confused with negative growth, it means progressing backwards, to degrowth.

Downscaling can only be thought about in the context of a non-growth society that would start by reducing or removing the environmental impact of activities that bring no satisfaction. To imagine and construct a downscaled society that works, the society must go beyond the economy must challenge its domination of the rest of life.12 10 Cambridge Advanced Learner’s Dictionary. (n.d.). Retrieved August 8, 2011, from http://dic- tionary.cambridge.org 11 Latouche, S. (2011). Il tempo della decrescita. (G. Lagomarsino, Trans.) Milano, Italia: eléu- thera. 12 Latouche, S. (2010). La scommessa della decrescita. (M. Schianchi, Trans.) Milano, Italia: Giangiacomo Feltrinelli Editore.

-34- 2

Working less, consume less, and share more are the keys for the new society in a new economy. Coexist in a community, not in an unknown place.

2.2 New Economy

The actions of share and degrowth, would change the economy. So the society economy is in hands of the society, in the collaboration between them. How it said the teamwork from Weconomy13, “The economy is not in crisis. Only a certain type of economy is in crisis – one based on blinkered-vision and self-centred management, one which is closed in on itself, unable to open the doors to imagination, creativity, collective innovation, and one which creates a climate of distrust and emerging in predominantly negative aspects.” The individual is the one who gets involve, becomes a leading player and is actively involved in the decisions of a company. So the society begins to be part of the companies, who decide what they want and how they want. The Internet is the way that the people contributes, is the way that connects all the people. The Internet becomes an important tool for communication between the communities.

At Weconomy, the society, the people are called the WE, as the main characters of the Collaborative Consumption. The individual has get actions of sharing, collaboration and collective intelligence, not for his own benefits, but for all as a community. Weconomy makes a guide how the new companies should be in this economy. The companies should think together, with a capacity of collective imagination and collective passion that once were offered by the physical proximity and the mass production of social habits. Is pleasant for the individual to feel he is participating with the actions, and not wait to the products and news come to him. The thing that is from one is also for all.

If the society share the ideas, innovations, thinking, probably is going to come something better and with benefits for all, not just for some. The sharing is an organization of the personal values as how it is shown by the Creative Commons14. They develop, support and steward legal and technical infrastructure that maximizes digital creativity, sharing and innovation. They think that what a person do, should be publicated so everyone can have acess to it, so this is a way of doing it legal.

In the economy of sharing should be an outvesting, instead of investing. An outvesting is the act of comminttig money to a business expecting to get nothing in return, other than the ssatisfaction of giving. The difference from investing, is that is an expectation to receive income or a profit in return. But

13 Work, T. (n.d.). Weconomy. Retrieved July 2011, from Weconomy: http://www.weconomy.it/ 14 Commons, C. (n.d.). Retrieved August 2011, from http://creativecommons.org

-35- Collaborative Consumption when most of the people share, most can receive.

This economy, of collaborative consumption, is created an manage by the new generation. The new generation is the one that would have the control, the young people. As how it is spreading an American organization that is called We Generation15. They are badly served by the governance and direction of the nation and the world. They believe that all people—and all generations— are created equal, and hold that all are endowed with equal rights and responsibilities. All people and generations are to be treated equally. They are trying to tell the society and specially the government that all have the right to be treated equally, it should not exist the social classes, the rich and the poor. If all the people are equal, all can share and receive equally.

15 Generation, W. (n.d.). The We Declaration. Retrieved July 2011, from http://www.gen-we. com/sites/default/files/We%20Declaration.pdf

-36- 2 Collaborative Consumption. Summary of the chapter.

In this schema is explained what is Collaborative consumption. The important thing to highlight is the actions that are represented by the activities. Close to the word actions are describe some of them, giving importance to the sharing, that is the clue of Collaborative Consumption. The actions create a shared access, where everyone is sharing different kinds of assets with other, even strangers. This share is based on the trust that gets with the experiences and participation of the community. The community now is represented by the reputation of the people that is acting with a new attitude, the attitude of Precycling, which is different as recycle. The Precycle is explain in the next chapter, this is the greatest cause of the decreasing production, is going to be a big society change, ending with the industrial production, learning how to use what we already have, with out needing more and more stuff. The society star to live in a global village where there is an unbounded market place for efficient exchanges of space, stuff, skills, time, relationships and others, and services between producer and consumer, seller and buyer, lender and borrower, and neighbor and neighbor. All these thanks of the attitude of the consumer, which understands the frequency of use of a product or service, can be share, instead of waste time unused.

-37- COLLABORATIVE Actions Reusing Sharing Bartering Trading Swapping Cycling Peering Renting Changing Shared Access Communicating Attitude Decrease Production Reputation Community Needs Experiencies Participation CONSUMPTION Activities Gifting Peer-to Peer Car sharing Donating Peer Rental Entertaining Free/Gift Exchanges Food Services Reducing Lending Swap sites for baby goods & toys Returning Organic Farming Dressing Bartering Food Exchange

PRECYCLENot Recycle Relationship to stuff Efficiency Frequency Adaptability of use Experiencies

Trust between strangers

3

Categories, activities and case studies of Collaborative Consumption Product Service Systems

Collaborative Lifestyles

Redistribution Markets 3 We now have unbound market place to mash billions of owns with millions of wants what ever they may be, in other words we can trade buy to seller, bore to lender, neighbor to neighbor with out of lays of transaction cost between. As it was talked in the chapter before, the Collaborative Consumption is categorizes in three: the Product Services System, Collaborative Lifestyles and Redistribution Markets. Inside each category, there are some activities, not all, that can be develop, and some of the activities have case studies.

3.1 Understanding the categories of Collaborative Consumption Categories

3.1.1 Product Services System

This category is based on the concept that some persons will pay for the benefit of having access to product as opposed paying more to own it outright. The concept of reusing or public sharing of products is hardly a new one. For decades, many public and private entities have utilized some variant of public product sharing, an easy example: the libraries. But today, it’s evolving, is not only an exchange of a product, but the service, is a combination of the product with the service.

The product Service System, know as PSS, is used also for business to improve their sustainability performance. The approach analyses the needs of consumers to be filled by products and services, and uses results as a basis for innovation. It is a natural next step after effort to clean up production processes and redesigning products, which invites business to shift focus from selling products to selling utility. A mix of products and services can thereby meet client demands with less environmental and social impacts.

As how it said UNEP1, the key idea behind PSS is that consumers do not specifically demand products, but rather are seeking theutility of the products and the services provided. To use a service to found some needs rather than a physical object, more needs can be found with lower material and energy requirements. A product service system is a competitive system of products, services, supporting networks and infrastructure.

PSS brings different benefits, analyzed by the Division of Technology, Industry and economics Production and Consumption Branch of UNEP2, on a global level, can lead to reduced resource use and waste generation since fewer products are manufactured. The increase in sales of services can offset initial reductions in tangible goods sold. Employment lost in manufacturing can be 1 (UNEP), U. N. (n.d.). The role of Product Service System In a sustainable society. Paris, France. 2 (UNEP), U. N. (n.d.). The role of Product Service System In a sustainable society. Paris, France.

-43- Categories, activities and case studies of Collaborative Consumption balanced by jobs crated in services. As a business concept, product service systems have the potential to improve standards of living worldwide. The change will require a cultural shift, a new attitude, to new values, which focus on quality and utility. With PSS, consumers worldwide have less need to buy, maintain, dispose of, and eventually replace a product. In fact, the quality of the service, and the consumer satisfaction, may improve with product services systems because the service provider has the incentive to use and maintain equipment properly, increasing both efficiency and effectiveness. The incentive also exists for producers to design closed-loop systems for equipment based on designs for higher durability and recyclability. In developed countries, which already have a large environment footprint arising from a high rate of per capita resource consumption, product service system can facilitate the transition toward a more service oriented, sustainable and cooperate society. The service industry can find new and increased market opportunities. Other benefits include reduced dependence on externally produced resources and reduced load on waste disposal facilities. For developing countries, product service systems may represent a more promising and environmentally sound path to economic development since it enables them to bypass the development stage characterized by individual ownership of goods. Realizing that many product service systems already exit as a result of economic considerations, it may be interesting to examine ways of improving the range and environmental quality of such existing systems.

Environmental benefits of product services systems can be combined with other advantages: the benefits for the government, for companies, and the benefits for the civil society. The benefits forthe government are fewer waste management concerns from the domestic and manufacturing sector, more sustainable economy based on higher levels of service, and increased employment, particularly in the service sector. In the other hand, the benefits for the companies are, more opportunities for innovation and market development, increased operating efficiencies, more and longer-term client relationships, improved corporate identity, and better feedback on consumer needs. And for last, the benefits for thecivil society are lower costs and problems associated with buying, use, maintenance and eventual replacement of products, and improved environmental quality.

-44- 3 3.1.2 Collaborative Lifestyles

This system is based on people with similar needs or interests banding together to share and exchange less-tangible assets such as time, space, skills and money. These exchanges happen mostly on a local or neighborhood level, as people share working spaces, gardens or even parking spots. There are communities that are sharing, but are not only a share inside them, also between them.

There is a type of community that can be related to the collaborative consumption, because has an attitude of sharing, the creative communities3, that are groups of people who, facing everyday life in the new urban environments, organize themselves to solve a problem or to open a new possibility. And doing so, invent and practice sustainable ways of living, collaborating each other. From these creative communities is surge the concept of collaborative service, because is generating ways to solve problems or to open new opportunities, to produce results for all the community.

The society starts to depend on each other, with the idea that if I give you, you can turn me back, or if I help you, you can help others. Is cooperation between the members of a community, it is not against the others. If I know something, I can share it, that way we can get better ideas, as it is propose by the Weconomy, named before. The Weconomy said that the next generation economy is based on the sharing. A company that is pretends to survive with the secret of the business, is going to become bankrupt with his secret, but when the idea of business is known, it is going to survive and growth up. When working together, become better ideas, better solutions that can last forever.

To understand the idea, lets see an example at home, in family. When you are living in a family, you are sharing the same space, normally a house. Inside the house, there are different works to do, as cleaning, maintenances, payments and others. In the family those works are usually divided, the father makes the payments, the mother the cleaning, the sons other maintenances things. But sometimes, when the mother needs help cleaning, the other members help her, or even come another external person to help. When a member has something that the other needs, normally is shared, as skills, objects, time, etc. All this insignificant things are share, creating the Collaborative Lifestyles. But it is very important the attitude from the citizens, because it is not an attitude inside the family, and with only the family, it should be in the community, and between other communities.

3 Manzini, E. (n.d.). Creative Communities for Sustainable Lifestyles. Milano.

-45- Categories, activities and case studies of Collaborative Consumption

3.1.3 Redistribution Markets

Redistribution Markets is based on used or pre-owned goods being passed on from someone who does not want them to someone who does want them. The things that are at home unused can be really useful to others.

Most of the times when we bought a DVD, because we wanted too much, we watch it not more than 6 times, and then is going to be above the television, as a decoration. But at the same time, other person, it can be just a friend o a neighbor, wants the same DVD, and he does not know if to buy it or not. At the end bought it, and know there are to persons that have the DVD as a decoration, instead of using the same product, just sharing it. Or how many times we use the vacuum cleaner that we have at home? Not every day, way we can not share it with neighbors, instead of having ten vacuums in the same building, why not having just one for all.

The culture of consume, has teach us that the objects, products gets old with the time, and they need to be change. That is the reason why we had a place to put away the stuff, but it really can be useful to others. The clothes that we use everyday, we like to change it. On every season each year, we are use to having new clothes, just because there are old, new styles, or some other reasons. In the redistribution markets, the people are swapping the clothes, so instead of buying new ones, you can exchange for others. That way you don’t wear the same clothes all the years.

-46- 3 3.2 Describing the activities on each category

3.2.1 Data information

To describe each activity, it was necessary to create a layout that fits all. TheData Information data information is a table created to analyze each case study of the different activities. In the next graphic is explained. It was generalized the information with the important and comparative aspects.

Data specification: Category: Product Services Systems Redistribution Market Collaborative Lifestyle Actions: Sharing Peering Renting Gifting Bartering Lending Trading Swapping Reusing Activities: Car sharing Clothing Swaps Social Lending Others… Data information of the example Name: The name of the company, activity or association Country: The country was born or creates, and where it takes place. Since: The year of creation and if it works right now. Type of business: Privately owned, non profit or state-owned System: How the business earn money, if does. User Condition: Needs to be a member, needs to live in a specific place. Extra data: What is about: A brief summary of what is about the activity. Story: The story of the company, or association. Where and when was born or create, and actual situation. Pictures: Are shown 3 basic pictures of each example, and the logo of the example.

-47- Categories, activities and case studies of Collaborative Consumption

3.2.1.1 Example to understand the data information.

WhWhatipCar is isa service about where? a car owner can rent out their vehicle for money, whenever they are not using it. WhipCar pairs approved drivers with spare car time. They screen all cars joining the service and all drivers booking cars. The insurance WhipCar arranges protects all rentals made through the service, with an insurance product that has been created especially for the members. Story WhipCar launched in London in April 2010. At October 5th, 2010, WhipCar had a presence in over 450 cities and towns across the UK. They grown from zero cars in March 2010 to over 1000 cars in the virtual fleet.

Category: Product Services Systems Actions: Peering and Sharing Activity: Peer-to Peer Car sharing Name: Whipcar Country: United Kigdom Since: Aprile 2010 Online: YES Type of Business: Privatly owned System: Money, pay for the services of the car Way of earnings: Percent on each peer Users Condition: Needs to be a member

-48- 3 3.2.2 Product Service System

Ride Sharing Art Rental Toy Rental

Textbook Rental Neighborhood Rental General Online Rental Solar Power Fashion Rental

Activities Peer-to-Peer Movies Car Sharing Car Sharing Bike Sharing Peer Rental

Above is a brief description of some activities and their case studies.

3.2.2.1 Bike Sharing

Is a service in which bicycles are available for shared use by individuals who do not own them and needs to transport in the city. Bike sharing systems can be found in two different categories, the Community Bike programs and the Smart Bike programs, the first one is organized mostly by local community groups or non-profit organizations, and the other one is implemented by government agencies, sometimes in a public-private partnership. Both are for the use of the citizens, and most of all needs to be paid, it is a way to control the bikes are turn back. Bike sharing is an innovative approach to urban mobility, combining the convenience and flexibility of a private vehicle with the accessibility and reliability of public mass transit. Public bicycles are available on demand - fast and easy access for any trip around the city without the hassles presented by parking a private car or waiting on a transit timetable. When used in combination with other transportation systems, a shared bike program can reduce the travel time between transit stop and office and easily overcome the distance between residence and shopping center. The flexibility and freedom presented by a public bicycle program are perfectly suited for modern urban commutes4. Riding a bike is good for your health, your pocketbook, our environment and our community. It offers an environmental friendly and affordable form of public transportation5. The principal concept of these systems is to provide affordable access to

4 Cohen, A. (n.d.). Sito web Alta Bicycle Share. Retrieved November 2011, from Alta Bicycle Share: http://www.altabicycleshare.com/ 5 Sito web Denver Bike Sharing. (n.d.). Retrieved November 2011, from Denver Bike Sharing: http://www.denverbikesharing.org/

-49- Categories, activities and case studies of Collaborative Consumption

the bicycles for short distances in an urban area, as an alternative way of transportation instead of using cars and public transportation, this way helping with mobility problems in the city as traffic congestion, noise, and air pollution. The service can be used also to connect different public transportation, or even when there is not a direct connection to the final destination. It prevents the disadvantage that has to have a private bike in the city, including loss from theft or vandalism, lack of parking or storage, and maintenance requirements. There are thousands of these systems all over the world, at Germany Auckland Transport’s formal request for proposals said that more than 200 public bikes schemes were in place around the world and the concept fitted strategically into an initiative from Travel Wise, which aimed at encouraging more sustainable travel to businesses, workplaces, schools and tertiary institutions6.

Bike Sharing Case Studies

6 Dearnaley, M. (n.d.). Agency seeks substitute for NextBike’s shelved hire fleet. Retrieved November 2011, from Nzherald: http://www.nzherald.co.nz/auckland-region/news/article.cfm?l_ id=117&objectid=10700595

What is about? B-cycle is a next-next-generation bike-sharing program. It is a zero-hassle, zero-emissions way to get around town. It’s a bike-sharing program that meets the transportation, health, and environmental needs of our communities. One that adapts to any size city, corporation, or campus. It’s free and spontaneous, but also practical.

Story It started in the summer of 2007 in Denver. It started well in advance of that summer, with the Denver bike community’s decades of patient, persistent efforts to make Denver a more bike-friendly city.

Category: Product Services Systems Actions: Sharing Activity: Bike Sharing Name: B-cycle Country: United States (10 cities) Since: Summer 2007 Online: YES Link: http://www.bcycle.com/ Type of Business: Privatly owned System: Money, becoming a member and usage Way of earnings: Membership fee and a usage fee Users Condition: Needs to be a member Bike Sharing Case Studies

-50- 3

What is about? Barclays is the sponsor of Barclays Cycle Hire and Barclays Cycle Superhighways. These flagships schemes provide the public with a low-cost, sustain- able and environmentally friendly way of getting around the capital. There are 6,000 bicycles in central London and they can be ridden by members or by casual users, who pay at a docking station with a credit or debit card. Story Open since July 2011, was made by an Australian web designer called Chris Skitch, from his office in Hoxton, east London to home off Trafalgar Square on a balmy Friday afternoon. Bike Sharing Case Studies

Category: Product Services Systems Actions: Sharing Activity: Bike sharing

-51- Categories, activities and case studies of Collaborative Consumption

Other examples

London Cycle Hire

The system is developed by Montreal’s BIXI. City transportation authority still seeking commercial sponsor. Users can pick up and drop off bikes unlimited number of times during rental period. http://www.tfl.gov.uk/roadusers/ cycling/14808.aspx

Melbourne, Australia:

System developed and slated for installation by Montreal’s BIXI. Set to be operated by Royal Automobile Club of Victoria and Alta Planning & Design. BIXI’s portable. Solar- powered, wi-fi enable stations can be relocated based on demand. BIXI will supply parts, training, tech support. http://www.melbournebikeshare. com.au/

Ecobici, Mexico City:

Registration required online or at the Ecobici office to get an RFID swipe card, which unlocks the bike. Operated by clear Channel Outdoor Mexico. https://www.ecobici.df.gob.mx/ home/home.php

Nice Ride, Minneapolis:

System developed and installed by Montreal’s BIXI, which will also manage customer service. Backed by Blue Cross. Bike Walk Twin Cities, city government. Non-profit Nice Ride Minnesota running the program. Full- time crews shutting around in small Bike Sharing Other Examples

-52- 3 Bike Sharing Other Examples electric vehicles will clean/ maintain the fleet. Tourist can sign up for day use via credit card reader at station. Solar-powered kiosks can be removed in winter. Day pass sold at kiosk. https://www.niceridemn.org/

Montreal BIXI:

Operated by BIXI, Montreal’s public Bike System Company. Subscriptions sold vie web or phone. Day pass available at solar-powered, Wi-Fi enabled kiosks. Portable stations can be relocated based on demand, removed during winter. Bike availability updated in real-time, accessible via web, iPhone or other mobile device. https://bixi.com/

Paris Velib:

Operated by French advertising firm JCDecaux in exchange for advertising rights to 1,600 outdoor displays. City gets subscription/user fees. Swipe credit card to unlock bike from electronic docking station. Fleet of transport vehicles redistributes bikes. Launched in 2007 with 20K bikes at 1,450 stations. http://www.velib.paris.fr/

Toronto, Canada:

Plans calls for users to swipe a credit card or pass. https://toronto.bixi.com/

-53- Categories, activities and case studies of Collaborative Consumption

Cyclocity, Toyama City, Japan:

Bikes can be returned to any station in the city, placed every 300 or 500 meters in central Toyama. Was launched march 2010 with 150 bikes at 15 stations. Open 7 days a week, 24 hours a day, Cyclocity-Toyama enables you to travel freely by day or night. Whether you use the service regularly or just occasionally, you can make an unlimited number of trips over the period of your subscription. http://en.cyclocity.jp/Toyama Bike Sharing Other Examples SmartBike, Washington, D.C.:

Sign up membership/access card online. Availability of bikes at different stations can be checked online. Three-hour max rental period. Launched in 2008 with 100 bikes at 10 stations. http://www.smartbikedc.com/program_information.asp

-54- 3 3.2.2.2 Peer Rental:

Peer Rental is an agreement where a payment is made for the temporary use of a good, service or property owned by another. The people that have a property and only use it once a week or even once a month can make some money with their properties. Or just exchange things with others. It is use when something is need just for a short period of time, as in the case of a special tool. When a person does not want to have a property, but only needs the product for a period of time, it can be seen as the need of the utility, not the product. Most of the times when the people are own of town, or in a trip, and wants a bike but just for a day, the best thing is to rent it. But this rental is not with commercial renters, is with people, citizen that want to share and at the same time make some money with their own bike. It’s also call peer-to-peer rental. It refers to the process of an individual renting an owned good, service, or property to another individual. It is also refer to a person-to-person rental.

Peer Rental Case Studies

What is about? A website where people can rent things to and from each other. It’s free to join and free to list items. A place on the web where people can fulfill their temporary needs of which most of ours are these days. A place where people can makes some cash from all the stuff they have accumulated and even meet the people in their local community.

Story Unknown Peer Rental Case Studies Category: Product Services Systems Actions: Peering and Renting Activity: Peer Rental

-55- Categories, activities and case studies of Collaborative Consumption

What is about? Zilok.com is an online marketplace that allows individuals and professionals to list any kind of items for rent, so that anyone can rent them. Zilok shows listings of all the items for rent in a given location along with their price, conditions and available dates, conveniently mapped around the location of the user. Zilok is currently the only website that provides this kind of online service for locating anything to rent. Story Came on the market on 2007 and already has sites in five countries, has carved a green niche for itself by providing an alternative to buying and bartering: renting.

Category: Product Services Systems Actions: Peering, Rental and Bartering Activity: Peer Rental Name: Zilok Country: 5 Countries Since: 2007 Online: YES Link: http://us.zilok.com/ Type of Business: Private System: Pay the rent to the owner Way of earnings: The owner receive the money Users Condition: Member and a citizen Peer Rental Case Studies

-56- 3 Peer Rental Other Examples Other examples

NeighborGoods:

NeighborGoods is a safe community where you can save money and resources by sharing stuff with your friends. If you need something you can just borrow it from your neighbor. Have a bike collecting dust in your closet, lent it out and make a new friend. Save money at the same time. NeighborGoods is a social inventory that helps us all get more value out of the stuff we already own. It helps us to get more use out of the stuff, which means less waste and less production of unnecessary items. It also connects neighbor in meaningful ways making for happier, healthier neighborhoods. Borrowing and lending items on NeighborGoods is free of charge. Members may charge a deposit or a rental fee for the use of their item but NeighborGoods does of charge transaction fees. http://neighborgoods.net/

Rentalic:

Rentalic provides an innovative online rental marketplace that enables person-to-person renting among friends, family, colleagues, and neighbors. Rentalic enables individuals or businesses to rent items, services, and real estate to/from each other. Rentalic’s platform helps the “people who need stuff” connect with the “people who have stuff”. Rentalic’s philosophy of “Rent | Share | Be Green” fosters reuse and sharing of goods, thereby reducing the carbon footprint while enabling people to save money and earn money. http://www.rentalic.com/first-visit

SnapGoods:

SnapGoods is the safest and easiest way to connect people so that they can rent or borrow gear from within their network or neighborhood. SnapGoods is all about getting you hooked up. They want people to live

-57- Categories, activities and case studies of Collaborative Consumption

smarter and more connected without the commitment to owning everything. Connect with tons of fellow photos to get your gear more cheaply than a rental house. http://snapgoods.com/

Acts of Sharing:

Share the things you have with those around you. At Acts of Sharing, they’ve been imagining the implications, and they’re incredibly excited. Sharing is nothing original, but we think it’s revolutionary. And it will change Peer Rental Other Examples everything. Search for items you have and add them to your collection by clicking “I Own It” or add an item you want to your Wishlist by clicking “I Want It” under each item in your search. You can connect to your friends, request and get new friends. This give you access to their collections while allowing them access to yours. http://actsofsharing.com/

-58- 3 3.2.2.3 Peer to peer car Sharing

Peer to peer car sharing is the way that facilitates car renting between personal car owners and a network of interested renters7. It’s born because of the common problem with the personal automobile; the cars owners invest huge amounts of time and money into an asset they barely use. Cars are driven only 8% of the time, while drivers walk past block after block of underutilized cars. Peer to peer car sharing enables car owners to safely rent out their underutilized cars to a community of trusted drivers. People in need of a car can rent one by the hour using the websites.

Peer to peer car Sharing Case studies

7 Fehrenbacher, K. (2011, October 9). A cheat sheet of peer-to-peer car sharing players. Retrieved November 2011, from Gigaom: http://gigaom.com/cleantech/a-cheatsheet-for-peer-to-peer- car-sharing-players/

What is about? RelayRides allows private car-owners to rent out their vehicles on a short-term basis, via an online interface, when they are not using it. Owners and borrowers can set their own prices, and the company takes 15%. The service launched in Boston in summer 2010 and in late 2010 it expanded to San Francisco.

Is a platform for car owners and renters to connect Peer to peer car Sharing Case Studies generating scalability and lower pricing. Story Was born in the stormy nights at Boston, when the users of “shared car” needed a car, there were no close. But there were alot of cars parking for days.

Category: Product Services Systems Actions: Peering and Sharing Activity: Peer-to Peer Car sharing Name: Relayrides Country: United States (Born at Boston) Since: May 2011 Online: YES Link: http://relayrides.com/ Type of Business: Privatly owned System: Money, pay for the services of the car Way of earnings: Percent on each peer Users Condition: Needs to be a member

-59- Categories, activities and case studies of Collaborative Consumption

What is about? WhipCar is a service where a car owner can rent out their vehicle for money, whenever they are not using it. WhipCar pairs approved drivers with spare car time. They screen all cars joining the service and all drivers booking cars. The insurance WhipCar arranges protects all rentals made through the serv- ice, with an insurance product that has been created especially for the members. Story WhipCar launched in London in April 2010. At October 5th, 2010, WhipCar had a presence in over 450 cities and towns across the UK. They grown from zero cars in March 2010 to over 1000 cars in the virtual fleet.

Category: Product Services Systems Actions: Peering and Sharing Activity: Peer-to Peer Car sharing Name: Whipcar Country: United Kigdom Since: Aprile 2010 Online: YES Link: http://www.whipcar.com/ Type of Business: Privatly owned System: Money, pay for the services of the car Way of earnings: Percent on each peer Users Condition: Needs to be a member Peer to peer car Sharing Case Studies

-60- 3 Other examples

Australia: Drive My car Rentals:.Is a web-based service that promotes and facilitates private Car Rentals, also known as peer-to-peer (“P2P”) car sharing. The DMCR platform connects Drivers with Car Owners willing to rent out their Car. By renting privately, Car Owners can offset some or all of the fixed costs of car ownership. The benefits of the service extend to Drivers as well, giving them access to the largest range of private use vehicles in Australia, with savings of up to 80%, compared to traditional car rental prices. By offering over 40 car makes across short and long-term rental periods, DMCR fills a gap in the market not currently serviced by the car rental or automotive leasing sector..8 http://www.drivemycarrentals.com.au/

Germany: Autonetzer: Based in Stuttgart, the company started to test p2p- Carsharing in fall 2010. Since May 2011 the service is offered throughout Germany. An add-on insurance policy covers any kind of accident during the rental period irregardless of the car owner’s own insurance. http://autonetzer.tumblr.com/

RentMyCar: Based in Konstanz as well as New York, their peer-to-peer car sharing marketplace was the world’s first. The service launched in May 2001. The company offered free listings of personally owned car rentals on a marketplace type platform that allows car owners and potential renters to interact with each other and to negotiate their Peer to peer car Sharing Other Examples own rental rates and terms. The company provided a Virtual Vehicle Inspection Sticker (VVIS), a master keycard and personal car sharing search engine, and a business method using neighborhood managers. About 800 vehicles were offered for rental in its first two years. http://www.rentmycar.com/

Rent’n’roll: Based in Hamburg, this company offers p2p-carsharing throughout Germany. It’s possible for users to rent cars via an iPhone app. Rent’n’roll runs a scientific project in Geislingen with the University of Applied Sciences in Geislingen-Nürtingen to examine private carsharing in an area that is no centre of population. http://www.rnrwheels.com/

Netherlands In the Netherlands several parties are entering the market in 2011. All encountered barriers in the form of historical insurance models, particularly excluding peer to peer car rental. The most cited reason is

8 Drive My Car Rentals. (2011). Retrieved November 2011, from Drive My Car Rentals: http://www.drivemycarrentals.com.au/

-61- Categories, activities and case studies of Collaborative Consumption

that the perceived risks are hard to estimate. Competition in this small country, inhabiting roughly 17 million people, seems to become very strong as soon as multiple players are active. Nonetheless some parties seem to have cracked the insurance box and believe they can win over the market.

France: Livop.fr: Started in September 2010, this is the first P2P carsharing in France with no key exchange. http://www.livop.fr/

DEways: Offers free membership and secured, prepayed payments. http://www.deways.fr/fr/

Buzzcar: Founded in April 2011 by Robin Chase, cofounder of Zipcar. Users find and reserve vehicles using the iPhone app or a computer. Buzzcar requires a key exchange, whether in person or at a pre- arranged drop spot. http://www.buzzcar.com/fr/content/ Peer to peer car Sharing Other Examples Voiturelib: Started in June 2010, offers comprehensive insurance cover, secure payments, and social networking features. Voiturelib requires owner and renter to meet in person to exchange keys and sign the downloaded contract. http://www.voiturelib.com/

-62- 3 3.2.2.4 Car sharing:

Car sharing is a simple concept to new heights. It’s not just about less cars, less congestion and less pollution (though we’re not complaining), it’s about understanding why those things are a problem, and finding sustainable solutions. Is the idea person acknowledging that this is something bigger than all of us, something that can take over the world (literally) if we smart about it.

Car Sharing Case Studies

What is about? Zipcar has become the leader for cars on demand. It's not just about less cars, less congestion and less pollution, it's about understanding why those things are a problem, and finding sustainable solutions. We're idea people acknowledging that this is some- thing bigger than all of us, something that can take over the world (literally) if we're smart about it. And it's not just a theory. Story Zipcar was founded in 2000 by Cambridge, Massa- chusetts residents Antje Danielson and Robin Chase, and is now led by Scott Griffith, Chairman and Chief Executive Officer. Car Sharing Case Studies Category: Product Services Systems Actions: Sharing Activity: Car sharing Name: Zipcar Country: United States, Canada, United Kingdom Since: January 2000 Online: YES Link: http://www.zipcar.com/ Type of Business: Privatly owned System: Money, pay for the services of the car Way of earnings: Percent on each share Users Condition: Needs to be a member

-63- Categories, activities and case studies of Collaborative Consumption

What is about? On a fine Sunday in November 2002 over a couple thousand residents of Inner-west of Sydney were asked if they would be interested in swapping private car ownership for hourly access to a fleet of cars parked in their neighbourhoods. Two local residents, Nic Lowe and Bruce Jeffreys, had cheekily borrowed a new car and set up a stall at the annual Newtown Festival under the name ‘Newtown CarShare’. Story Newtown CarShare was launch on Saturday June 6, 2003 with 3 vehicles and 12 founding members. One of the vehicles, a Volkswagen Polo, was kindly loaned by Sydney City Volkswagen for the initial trial.

Category: Product Services Systems Actions: Sharing Activity: Car Sharing Name: Goget Carshare Country: Australia Since: 2002 Online: YES Link: http://www.goget.com.au/ Type of Business: Private System: Pay the car service Way of earnings: Pay for each kilometer Users Condition: Member and a citizen Car Sharing Case Studies

-64- 3 Other examples

PhillyCarShare:

PhillyCarShare is a car sharing organization that gives you access to cars by the hour, whenever you need them. Once you become a member of our community you can choose from over 200 cars parked around the city. Rates include gas, premium insurance, maintenance, roadside assistance, and 24-hour helpline. You can shop at Ikea with a pickup, get fresh groceries in a Prius, or meet clients in an Audi. You can even sign up your company for travel convenience on the job. http://www.phillycarshare.org/

I-GO Car Sharing:

I-GO Car Sharing is dedicated to creating a robust and seamlessly integrated transportation system that is ubiquitous, convenient, and affordable for individuals, and provides the region with expanded economic development opportunities and exemplary environmental performance. Since its inception in 2002, I-GO has worked to catalyze a set of transportation innovations that make it feasible and desirable for Chicago residents to get around conveniently and Car Sharing Other Examples economically without having to own a car and, at the same time, reduce vehicle miles traveled and greenhouse gas emissions. While growing the car sharing market is an important objective, it is only one part of a larger and more important goal: the development of a robust, regional, sustainable mobility system in the Chicago area. I-GO promotes walking, bicycling, public transit, and finally car sharing for trips that are not feasible using the other options. As a part of this overall strategy, car sharing brings important benefits to area residents and to the community at large. A mobility system that is independent of private car ownership requires solutions that use resources efficiently, save residents money, and decrease the individual and regional ecological footprint. It allows residents to easily choose between multiple modes of transportation to move from point to point quickly, inexpensively, and conveniently. Innovative information technology can integrate both trip

-65- Categories, activities and case studies of Collaborative Consumption

planning and service payment across all types of transit. http://www.igocars.org/

Modo. The car Co-op:

Modo, formerly The Car Co-op & The Company Car, is a not-for-profit carsharing co-operative incorporated in 1997 to foster carsharing and raise awareness about the benefits of sharing cars over individual ownership. Modo is an excellent environmental and economic mode of transportation. Today, they are meeting the Car Sharing Other Examples sustainable transportation needs of over 7,000 members with a variety of vehicles at over 200 locations in Metro Vancouver and access to an annual transit pass - encouraging more walking and cycling along the way. We strive to enhance our members’ lives and facilitate community transformation through genuine carsharing experiences. http://www.modo.coop/

WeCar:

WeCar is a membership-based car sharing program for people who are looking for an alternative method of transportation that lowers the cost and reduces the hassles of traditional transportation. http://www.wecar.com/content/car- sharing/en_US.html

-66- 3

3.2.2.5 Neighborhood Rental:

It is based on the rental combined with peer-to-peer concept. As it was explain on the peer-to-peer rent. The idea is to create, search, and incorporate groups of communities close to you. This way you can start a group with some friends, and involucrate others, and meet the people that leave around you. Most of the time we even know the people that leave at the front of our homes. It is good to know you neighbor just to ask for a favor or lend a hand.

Neighborhood Rental Examples:

The ShareHood:

The Sharehood aims to build joyful, sustainable and resilient communities by encouraging people to get to know their neighbours and share with them. They imagine a world of vibrant local communities where people share to meet their needs and help others do the same. They want to contribute to active, inclusive and environmentally sustainable communities where resources are shared locally. This will means less production, less consumption and less transportation - all of which are good for the environment. And of course sharing will save you money. The Sharehood also incorporates an alternative currency which can be used for bigger trades with the aim of creating local non-exploitative community economies. http://www.thesharehood.org/

Frents: Neighborhood Rental Examples

When we walk down a street and there are hundreds of cars not used on the roadside, annoys us das. frents is the system that allows you easily into one of these cars to get in, that both thou, and the owners are glad. frents offer you a completely new and exciting way to live, and to make business and pleasure. http://www.frents.com/index.html

-67- Categories, activities and case studies of Collaborative Consumption

Friends with things:

they siad: “Connect with your neighbors. Borrow things from them or share things with them. Share skills, expertise, local knowledge and more. It’s about collaborative consumption, sustainability and neighborhood and it’s free.” http://friendswiththings.com.au/ Neighborhood Rental Examples

-68- 3

3.2.2.6 Others activities

Ride Sharing or carpooling:

Ride Sharing or Carpooling is the sharing of car journeys so that more than one person travels in a car. By having more people using one vehicle, carpooling reduces each person’s travel costs such as fuel costs, tolls, and the stress of driving. Carpooling is also seen as a more environmentally friendly and sustainable way to travel as sharing journeys reduces carbon emissions, traffic congestion on the roads, and the need for parking spaces. Authorities often encourage carpooling, especially during high pollution periods and high fuel prices. Drivers and passengers offer and search for journeys through one of the several mediums available. After finding a match they contact each other to arrange any details for the journey(s). Costs, meeting points and other details like space for luggage are discussed and agreed on. They then meet and carry out their shared car journey(s) as planned. Carpooling is commonly implemented for commuting but is also popular for longer one-off journeys, with the formality and regularity of arrangements varying between schemes and journeys. Carpooling is not always arranged for the whole length of a journey. Especially on long journeys, it is common for passengers to only join for parts of the journey, and give a contribution based on the distance that they travel. This gives carpooling extra flexibility, and enables more people to share journeys and save money.

In Italy an example is carpolling.it, were you can find all kinds of rides or offer

a ride to different cities in the country. The offers are the ones who decide the Others activities Product Service System price, some do it for free, as a company in the ride. http://www.carpooling.it/

Other links: http://www.zimride.com/about http://www.nuride.com/nuride/main/main.jsp https://www.liftshare.com/uk/ http://www.jayride.com.au/ http://gocarshare.com/ http://golocoblog.blogspot.com/ http://www.carpooling.com/ http://www.caronetas.com.br/ http://www.duckseat.com/ http://rewardride.com/ http://www.avego.com/ https://zebigo.com/landing.php https://tickengo.com/

-69- Categories, activities and case studies of Collaborative Consumption

Rental (Toy rental, art rental, textbook rental, general online rental, fashion rental):

As it was said before, renting is an agreement where a payment is made for the temporary use of a good, service or property owned by another. A gross lease is when the tenant pays a flat rental amount and the landlord pays for all property charges regularly incurred by the ownership from landowners. This system is used in different cases such as toy rental, art rental, textbook rental, jewelry rental and fashion rental.

Solar power: Provides different solar power systems and services. Solar power is the conversion of sunlight into electricity, using photovoltaics or indirectly using concentrated solar power. Concentrated solar power systems use lenses or mirrors and tracking systems to focus a large area of sunlight into a small beam.

Others activities Product Service System Other links: http://www.solarcity.com/default.aspx http://www.solarcentury.co.uk/ http://www.pretasol.com/ http://1bog.org/ http://www.citizenre.com/portal

Movies: Free or rental movies and series online. Now we can watch any movie or series when we want, there are some free pages with restrictions and some others where you rent online the movie, or you pay it. Those movies are not download, just need a internet connection.

Other links: https://signup.netflix.com/global http://www.quickflix.com.au/ http://www.lovefilm.com/ http://www.cuevana.tv/

-70- 3

3.2.3 Collaborative Lifestyles

Unique Experience Marketplaces CrowdFunding Peer-to-Peer Travel Coworking Spaces Finders Neighborhood support Skill sharing Errand & Task Networks Taxi Sharing Social Lending Gardens

Activities Parking Spots Storage Networks Bartering Shared studios/Workshops Food Exchange Social Food Networks Organic Farming Coworking spaces

Above is a brief description of some activities and their case studies.

3.2.3.1 Peer-to-peer Travel

Based on Peer-to-peer, this one is based on sharing the rooms at home with others. At most of the homes, we have an empty room, or a space for someone, and there are a lot of travelers looking for a place to sleep. Sometimes at home we like to receive people, not usually strangers, but why not opening our space to travelers. Some of the sites that help to connect people that travel to find a place to sleep are free but some are with a fee. The ones that are free, people used as a form of getting money of some free space at home take use of what you can share with others. And the free sites are for those who like to receive someone, but at the same time, to go a travel and to stay in a place without paying. In those cases, the travelers comment on the place they were staying, that way if you receive you can be receive from others. It is an exchange; you give without receiving something back immediately.

-71- Categories, activities and case studies of Collaborative Consumption

Peer-to-peer Travel Case Studies

What is about? House swapping is exchanging your home with another house swapper for an agreed period of time. For over fifty years people all over the world have been taking advantage of the many benefits house swapping has to offer. Usually house swapping entails exchanging a house, unit, holiday house or unit, or even something unique like a houseboat or motor-r- home. Story Aussie House Swap launched itself as an online home exchange company back in 2003

Category: Collaborative Lifestile Actions: Peering Activity: Peer-to-Peer Travel Peer-to-peer Travel Case Studies Peer-to-peer Travel

-72- 3

What is about? CouchSurfing is an international non-profit network that connects travelers with locals in over 230 coun- tries and territories around the world. Since 2004, members have been using the system to come together for cultural exchange, friendship, and learn- ing experiences. Today, over a million people who might otherwise never meet are able to share hospi- tality and cultural understanding.

Story Peer-to-peer Travel Case Studies Was conceived by Casey Fenton in 1999. The idea became after having problems of stay in a travel, he randomly e-mailed students asking if he could stay. He received more than 50 offers of accommodation.

Category: Collaborative Lifestile Actions: Peering Activity: Peer-to-Peer Travel

-73- Categories, activities and case studies of Collaborative Consumption

What is about? They connect people who have space to spare with those who are looking for a place to stay. Guests can build real connections with their hosts, gain access to distinctive spaces, and immerse themselves in the culture of their destinations. Whether it's an urban apartment or countryside castle, Airbnb makes it effortless to showcase the space to an audience of millions, and to find the right space at any price point. Story Founded by Gebbia, Chesky, and Blecharczyk in 2007 students from Rhode Island School of Design. They knew that a design conference was coming to town, but that all the hotel had been booked solid.

Category: Collaborative Lifestile Actions: Peering Activity: Peer-to-Peer Travel Name: Airbnb Country: 190 countries (17,175 cities) Since: 2007 Online: YES & iPhone App Link: http://www.airbnb.com/ Type of Business: Privatly owned System: Public your own space, rent others Way of earnings: Comission from each rent Users Condition: Needs to be member Peer-to-peer Travel Case Studies Peer-to-peer Travel

-74- 3 Other examples

Roomorama:

Roomorama was founded on the prvinciple that there is more to travel than visiting a checklist of tourist attractions. As two young executives caught between professional obligations and perpetual wanderlust, Jia En Teo and Federico Folcia would rent their New York apartments to a few friendly folks with a similar desire to live like locals. The proceeds in turn would subsidize their travel needs. That simple and effective method became a habit. But using classifieds to advertise their apartment -the most accessible platform at the time- took too much effort and, more alarmingly, involved too many risks: hundreds of responses to sift through; overlapping and contradictory requests; dubious, non-secure methods of payment and worst of all, no-shows. Jia En and Federico quickly identified the demand for a service that handled short-term rental transactions quickly, easily and securely. Roomorama.com was launched in January 2009 and has since been a leader in the development of online rental communities. This is still a story in the making. Be part of it – check-in with Roomorama when you next want to check out a city, and give us feedback on how we can improve our services to make you feel at home. https://roomorama.com/

Crashpadder: Peer-to-peer Travel Other Examples The think that anyone with spare space in their home can let it out to guest on a short-term basis. Crashpadder.com allows hosts and guest to arrange the transaction in a way that’s simple, secure and mutually beneficial. For the guest a budget friendly, on average 83% cheaper than the equivalent hotel; can find people friendly; environmentally friendly, the carbon footprint of the average stay is 80% smaller than a hotel stay. For the host, the supplement their income, by monetizing the spare space in your home; meet new people, live sociably without having to commit to long term tenants; and no strings attached, host can earn money each year that can be used to pay the house bills. http://www.crashpadder.com/

-75- Categories, activities and case studies of Collaborative Consumption

Onefinestay:

Onefinestay gives you the chance to stay in someone’s place while they’re out of town. You get to live their life for a few days and nights. Booking a stay is as easy as booking a hotel room. And there’s service to match. Nobody wants to be a tourist, so our homes come with recommendations from the people who live in them. http://www.onefinestay.com/

BedAndFed:

Welcome! Bed&fed is a network of home from home guest rooms throughout the UK and Ireland: affordable, friendly, flexible and fun. Supper and sleep for cheap! http://www.bedandfed.co.uk/index. php

9Flats:

This site is if you are tired of boring hotels. It helps you find a cool flat, spare room or tree house instead. On9flats.com, you can find countries dream home destinations for overnight stays. Payment is handled safely and securely. Your host will make sure you get your own keys, along with insider tips about the area. Being a host is easy to list your space room, apartment or house. You decide which guest from around the world will stay at your place, and you’re guaranteed to receive payment from them, and securely. http://www.9flats.com/ Peer-to-peer Travel Other Examples Peer-to-peer Travel

-76- 3 Peer-to-peer Travel Other Examples

IStopOver:

iStopOver is the place on the Internet for short-term direct rental of excess capacity in homes and offices. iStopOver for Office Rentals specifically caters to direct rental of business space - desk space, offices, meeting rooms, boardrooms, presentation centers, studios - even parking spots. iStopOver for Home rentals caters specifically to direct rental of space in people’s homes - rooms, apartments, B&B type accommodation. On both sites, iStopOver acts as an introductory service where Guests rent directly from Hosts. http://www.istopover.com/faq

-77- Categories, activities and case studies of Collaborative Consumption

3.2.3.2 Food Exchange

Food exchange is based on how we can share the food that is cultivated or growth and nobody uses it. And example is in the cities, there are some fruit trees those growths in the sidewalks, or in parks. In some cities is not prohibit to take the fruits from the public trees, but nobody knows it. So there are people that tell the others where they can go, and take it. It is a reconfiguration of the relation between those who have resources and those who do not, to examine the nature of and in the city. Or in other cases, when people growth their own food, such as potatoes, vegetables, and fruits, some times they have to much of one product, but it can be a neighbor that have more production of other vegetable. Those two neighbors can share the products, giving some to some, and receiving some of the other.

Food Exchange Case Studies

What is about? It is a group that investigates urban space, ideas of neighborhood and new forms of located citizenship and community. From protests to proposals for new urban green spaces, they aim to reconfigure the relation between those who have resources and those who do not, to examine the nature in the city, and to investigate new, shared forms of land use and prop- erty. Story The story is not known. But it started at Los Angeles, and know developing in other cities of United States, and having conferences in other countries.

Category: Collaborative Lifestile Actions: Trading and Swapping Activity: Food Exchange Food Exchange Case Studies

-78- 3

What is about? Fruit City is a growing map and network of all the fruit trees in public spaces in London. Much of the fruit we buy in the city is from far flung places like Spain, Brazil and Chile, but literally tons of fruit grows in our own fair city. Fruit City is not just a Map of trees, but an initiative to wake people up to the nature on their doorstep.

Story Fruit City, born at London, and is expanding in all the city. Every day more citizens are participating, map- ping and picking up the fruits. Food Exchange Case Studies

Category: Collaborative Lifestile Actions: Trading and Swapping Activity: Food Exchange

-79- Categories, activities and case studies of Collaborative Consumption

What is about? Neighborhood Fruit is a service that helps people find and share the fruits, nuts and vegetables growing within their communities. The site features interactive maps of backyard bounty and abundance growing on public land. Neighborhood Fruit is your one-stop-shop for your urban harvest needs! Share the fruit from your yard. Add a tree on public land to the map. Story Neighborhood Fruit was created to make use of the abundant fruit growing in our urban environments.

Category: Collaborative Lifestile Actions: Trading and Swapping Activity: Food Exchange Food Exchange Case Studies

-80- 3 3.2.3.3 Organic Farming

Organic farming is the form of agriculture that relies on techniques such as crop rotation, green manure, compost and biological pest control to maintain soil productivity and control pests on a farm. Organic farming uses fertilizers and pesticides but excludes or strictly limits the use of manufactured fertilizers, pesticides, plant growth regulators such as hormones, livestock antibiotics, food additives, and genetically modified organisms. Organic agricultural methods are internationally regulated and legally enforced by many nations, based in large part on the standards set by the International Federation of Organic Agriculture Movements (IFOAM), an international umbrella organization for organic farming organizations established in 1972.

What is about? The AMAP - Associations for the maintenance of family farming - are intended to promote organic farming and who is struggling to survive against agribusiness. The idea is to create a direct link between farmers and consumers, who undertake to buy the production of it at a fair price and paying in advance.

Story AMAP was born in a general meeting of a group of

consumer and a producer willing to enter into the Organic Farming Case Studies process of organic agriculture. They together define the diversity of food to produce for each season.

Category: Collaborative Lifestile Actions: Borrowing Activity: Organic Farming Name: Site National Des AMAP Country: France Since: 2001 Online: YES Link: http://www.reseau-amap.org/ Type of Business: Privatly owned System: Pay for become a member Way of earnings: Value (10€) for each member Users Condition: Part of a group member

-81- Categories, activities and case studies of Collaborative Consumption

In this activity are study the different associations that are in charge of promoting the organic farming. Generating places and events to exchange between them or just giving the citizens a place where can found organic food. Most of the time, we don’t know where are the fruits and vegetables come from, but with this associations is easier.

Organic Farming Case Studies

What is about? The purpose of GAS is to provide the purchase of goods and services trying to create a more human conception of the economy, that is closer to the real needs of man and the environment, formulating an ethic of consumption that integrates the critically people instead of divide them, which brings together time and resources.

Story Began in 1994 and continues to Bicester in 1996 when it published the Guide to Critical Consumption by New Model Development Center, was created in 1997 the network of purchasing groups.

Category: Collaborative Lifestile Actions: Borrowing Activity: Organic Farming Name: Gruppi di Acquisto Solidale Country: Italy Since: 1997 Online: YES, only information Link: http://www.retegas.org/index.php Type of Business: System: Solidarity Way of earnings: No earnings Users Condition: Be part of a group in the region Organic Farming Case Studies

-82- 3 3.2.3.4 Coworking Spaces

Coworking is an emerging trend for a new generation of workers looking to avoid the traditional 8-5 shift in a boring cubicle, or the dreaded commute. Coworking spaces have been developed by entrepreneurs, consultants, and freelance artists seeking an alternative to working in coffee shops and cafes, or the isolation of independent or home offices. Coworking spaces offer the appeal of a progressive workspace, blended with a casual cafe like feel, while still offering all of the important things you need to run your business.9

The main benefits of this kind of setup are comradelier (small startups can be lonely), knowledge sharing, high energy, culture, and cost sharing. Sharing some time, drinking the coffee.

9 A, R. (2009, June 22). 10 Very Cool Coworking Spaces From Around the World (pics). Re- trieved November 2011, from Huddle: http://www.huddle.com/blog/10-very-cool-coworking-spaces- from-around-the-world-pics/

What is about? Citizen Space is a coworking space in San Francisco. The idea of Citizen Space is to take the best elements of a coffee shop (social, energetic, creative) and the best elements of a workspace (productive, functional) and combine them to give indie workers the chance to have their own, affordable space. Citizen Space was built on coworking philosophy.

Story

Unknown Coworking Spaces Case Studies

Category: Collaborative Lifestile Actions: Renting Activity: Coworking Spaces Name: Citizen Space USA Country: United States Since: Unknown Online: YES Link: http://citizenspace.us/ Type of Business: Privatly owned System: Rent a nicer place to work Way of earnings: For each place, room, meatings Users Condition: Needs to be member

-83- Categories, activities and case studies of Collaborative Consumption

Coworking is a style of work, which involves a shared working environment, sometimes an office, yet independent activity. In a typical office environment, the coworking is usually not employed by the same organization. Coworking is the social gathering of a group of people, who are still working independently, but who share values, and who are interested in the synergy that can happen from working with talented people in the same space.

Coworking Spaces Case Studies

What is about? Citizen Space is an open-source system for manag- ing, publicising and archiving all of your organisation's consultation activity. Developed in collaboration with the UK Government, it has been designed to help local and central government run their consultation processes more efficiently and effectively.

Story Unknown

Category: Collaborative Lifestile Actions: Renting Activity: Coworking Spaces Name: CitizenSpace Country: United Kingdom Since: Unknown Online: YES Link: http://www.citizenspace.com/info Type of Business: Goverment initiative System: Create consulation process for companies Way of earnings: Earnings from each app creation Users Condition: Needs to publish and manage Coworking Spaces Case Studies

-84- 3 3.2.3.5 Gardens

The gardens are the land that can be share. Some times people that have extra land space to cultivate, rent, or share the piece of land. In other cases, inside some communities or neighborhoods, there are some green spaces dedicated to cultivation form the citizens. You rent or pay for a piece of land, so you can cultivate, and take care of that piece of land. This is an opportunity not only to cultivate and gave fresh food at home, but to meet your neighbors and share also the food. Somebody can have some more quantity on a specific food and the other one from another; they can share it, or swap it.

Gardens Case Studies

What is about? Landshare brings together people who have a passion for home-grown food, connecting those who have land to share with those who need land for cultivating food. Since its launch through River Cottage in 2009 it has grown into a thriving commu- nity of more than 55,000 growers, sharers and help- ers.

Story Started at United Kingdom, and know is in 3 coun- tries.

Category: Collaborative Lifestile Actions: Borrowing and Trading Gardens Case Studies Activity: Gardens

-85- Categories, activities and case studies of Collaborative Consumption

What is about? Shared Earth is a sustainable not for profit corporation and the largest community garden in the world. We are comprised entirely of volunteers whose passion, knowledge and dedication is based on our belief that we can change the way land is used and food is grown – one garden at a time.

Story The story is not known.

Category: Collaborative Lifestile Actions: Borrowing and Trading Activity: Gardens Gardens Case Studies

-86- 3

What is about? CityCamp is an unconference focused on innovation for municipal governments and community organiza- tions. As an unconference, content for CityCamp is not programmed for a passive audience. Instead, content is created and organized by participants and coordinated by facilitators. Participants are expected to play active roles in sessions.

Story The first CityCamp was held in Chicago, Illinois, 23-24 January, 2010. CityCamp is inspired by Transparency Camp and Gov Camp.

Category: Collaborative Lifestile Actions: Borrowing and Trading Gardens Case Studies Activity: Gardens Name: Fruit City Country: Chicago, United States Since: January 2010 Online: YES Link: http://citycamp.govfresh.com/ Type of Business: Private owned System: Create teamgroups for conferences Way of earnings: Donation from each group Users Condition: Needs to be part of a group

-87- Categories, activities and case studies of Collaborative Consumption

3.2.3.6 Neighborhood support

This is a support between neighbor, skills or collaboration between others. Sometimes we need a quick help from other but we even talk or know the neighbor, so this is the opportunity to give and receive help and to know the people you live with.

Neighborhood Support Case Studies

What is about? Share Some Sugar is an online service that finds someone in your neighborhood or group of friends who is willing to lend or rent you something that you need. Think of all of those times that you bought something that ended up sitting in your closet collect- ing dust after you used it just once. Now you can borrow or rent an item from a neighbor instead of buying it. Story In the year 2008 was created, from the necessity when you move to your first home, you realize that you don't have 'house things'.

Category: Collaborative Lifestile Actions: Trading Activity: Neighborhood Support Name: Share some sugar Country: United States Since: 2008 Online: YES Link: http://www.sharesomesugar.com/ Type of Business: Private owned System: Share, borrow and rent objects Way of earnings: Earnings from commision. Users Condition: Needs to share & be a member Neighborhood Support Case Studies

-88- 3 Other examples:

Hub Culture:

Hub Culture is a global collaboration network creating and distributing value for its members. Over 25,000 global urban influential are connected, giving the network far reaching ability to build worth. Hub Culture is the world’s first socially operated company and operates Ven, a global digital currency. Ven is the first private currency to move into the financial markets, where it is grounded, global and green. Ven provides singular global pricing, an effective FX hedge and green DNA to help support more sustainable economies. Pricing is available from Thomson Reuters worldwide (.VEN) Hub Culture is also a global leader in networked workspace and knowledge brokerage. http://www.hubculture.com/

Hub:

We’re a social enterprise with the ambition to inspire and support imaginative and enterprising initiatives for a better world. The Hub is a global community of people from every profession, background and culture working at ‘new frontiers’ to tackle the world’s most pressing social, cultural and environmental challenges. They believe that there is no absence

of good ideas in the world. The Coworking Spaces Other Examples problem is a crisis of access, scale, resources and impact. So it felt vital to create places around the world for accessing space, resources, connections, knowledge, experience and investment. They’ve been working across five continents, and 26 cities to create places for people who change things. They set out to create places that borrow from the best of a member’s club, an innovation agency, a serviced office and a think-tank to create a very different kind of innovation environment. Places with all the tools and trimmings needed to grow and develop new ventures. Places to access experience, knowledge, finance and markets. And above all, places for experience and encounter, full of diverse people doing amazing things. They call these places Hubs. http://www.the-hub.net/index.html

-89- Categories, activities and case studies of Collaborative Consumption

Vibewire youth inc.:

Founded in 2000, Vibewire Youth Inc. is a dynamic non-profit organization that supports young people to effectively shape their world through media, arts and entrepreneurial opportunities. Vibewire acknowledges that across the world young people are making important contributions as world citizens, productive workers, entrepreneurs, consumers and agents of change. They are dedicated to encouraging and stimulating an entrepreneurial spirit by unlocking the talents, imagination and creativity of youth as drivers of change, addressing important economic, environmental and social issues within our communities. http://vibewire.org/

Techhub:

TechHub is the physical hub for the technology start-up community. It’s launching first in London in the Shoreditch/Old St area and will consist of desk spaces, co-working space, meeting rooms and an event space. London is the first space, but will be swiftly followed by others in the TechHub network around the world, so wherever you are, you can connect TechHub. While it will be a place for tech entrepreneurs to touch down, work, plug their laptops in and use the fast Wi-Fi, what really differentiates it is the mostly product-oriented tech community. We’re focused predominantly on product-oriented tech companies as there are other spaces already catering for agencies, consultants and media companies. http://www.techhub.com/

NewWorkCity:

New Work City is a coworking space and center for independents. Built as a community first and a business second, New Work City is the collective result of the participation of countless people who believe in its mission and subscribe to its values. http://nwc.co/index.php Coworking Spaces Other Examples

-90- 3 Other Activities Collaborative Lifestyle 3.2.3.7 Others activities

Crowdfunding Crowd funding describes the collective cooperation, a ttention and trust by people who network and pool their money and other resources together, usually via the Internet, to support efforts initiated by other people or organizations. Crowd funding occurs for any variety of purposes, from disaster to citizen journalism to artists seeking support from fans, to political campaigns, to funding a startup company or small business or creating free software.

Some links: https://www.profounder.com/ http://catarse.me/en http://movere.me/ http://www.crowdcube.com/ http://www.pozible.com/ http://startsomegood.com/ http://www.kickstarter.com/ http://www.indiegogo.com/

Skill Sharing http://brooklynskillshare.org/

Storage Networks

Links: http://www.storpod.com/ http://www.sharemystorage.com/ http://www.spaceout.com.au/

-91- Categories, activities and case studies of Collaborative Consumption

3.2.4 Redistribution Markets

Big Marketplaces Used Electronics Clothing swaps Swap sites for media (Dvd;s, books, games)

Activities Neighborhood Marketplaces

Above is a brief description of some activities and their case studies.

3.2.4.1 Free/Gift Exchanges

Free/gift exchanges is based on a gift economy, o gift culture. It is a society where valuable goods and services are regularly given without any explicit agreement for immediate of future given without any explicit agreement for immediate or future rewards. Ideally, servers to circulate and redistribute valuables within the community. The organization of a gift economy stands in contrast to a barter economy or a market economy. Informal custom governs exchanges, rather than an explicit exchange of goods and services for money or some other commodity.

For a free/gift exchange is necessary the attitude of the people, if they want to give away without receiving anything back , just the pleasure to give something. If we have at home things that we don’t use, and we know that for others is useful. A personal experience, at my home, in Colombia, every two or three years, we select the clothes that we are not using anymore and we go to a child care home, were are kids that their parents can not maintain, so are in charge of some volunteers. My family and me go there and give all our goods clothes, and some times some toys. The pleasure to see all those kids very happy is the price to give that. We don’t want to receive back anything, just the happiness of the children.

-92- 3 Free/Gift Exchanges Case Studies

What is about? The Freecycle Network™ is made up of 5,004 groups with 8,850,355 members around the world. It's a grassroots and entirely nonprofit movement of people who are giving (and getting) stuff for free in their own towns. It's all about reuse and keeping good stuff out of landfills. Each local group is moderated by local volunteers (them's good people). Membership is free.

Story Free/Gift Exchanges Case Studies On May 1st, 2003, Deron Beal announced The Freecycle Network™ to about 30 or 40 friends and a handful of nonprofits in Tucson, Arizona.

Category: Redistribution Market Actions: Gifting Activity: Free/Gift Exchanges Name: Freecycle.org Country: Most of the countries Since: May 2003 Online: YES Link: http://www.freecycle.org/ Type of Business: Nonprofit movement System: Giving and getting stuff for free Way of earnings: No earnings Users Condition: Be part of a group

-93- Categories, activities and case studies of Collaborative Consumption

What is about? Yoink is the easiest way to get free things from people near you and give things away you don't need. In this page, you do not need to give to receive. You can receive anything just as you start. But in you log-in as many you have, better for you, the people trust in you.

Story Created by Bonobo, that is run by a core team of four with a veritable Venn-diagram of skills. Was created in Australia.

Category: Redistribution Market Actions: Giffting Activity: Free/Gift Exchanges Name: Yoink Country: 16 countries (Australia, Canada,...) Since: February 2010 Online: YES - iPhone app Link: http://www.yoink.com/ Type of Business: Free (Freecycle) System: Give away an object, get objects free. Way of earnings: Nothing Users Condition: Member at website or app Free/Gift Exchanges Case Studies

-94- 3 Other examples

Ziilch: Ziilch is a user-friendly, re-use and recycling website that allows you to give away items you no longer need and find free stuff. As the name implies, everything is FREE: zilch to list and zilch to take, which means the only thing you have to organise is the postage or collection! It’s that simple! It’s a no-fuss, quick, cost-effective way to declutter and clear your unwanted goods once and for all. http://ziilch.com/

Exchango:

Exchango wants to facilitate the exchange of free goods and services in a global sharing community. They believe that by encouraging social, economic, and environmental responsibility, just a little generosity by a lot of people can go a long way to change the world and make it a better and cleaner place. Exchango is a little company with big ideas. They are a team of social entrepreneurs, artists, and change agents. They are building an online community that connects users who want to give Free/Gift Exchanges Other Examples and get free stuff. Their goal is to maximize the lifespan of every product that still has value by keeping all unwanted items in use rather than letting them fill our backyards, beaches, and wastelands. They want to create an open marketplace where everything is free! Their company intends to reinvent the ideas of reusing, repurposing, and recycling. They are not just another classifieds listing or another green community. They want to create a unique user experience that encourages participation, generosity, and social, economic, and environmental responsibility. There is a virtual treasure trove of underexploited items out there rotting away and an equal amount of people seeking to reuse or repurpose those items. Our site taps this eco-friendly resource of valuable goods by providing a common ground where people can meet and share things in a mutually beneficial exchange. They said: “Stop the shop, consume, trash, and replace mentality! Live simply, think Exchango”. http://exchango.com/index

-95- Categories, activities and case studies of Collaborative Consumption

Freally:

Freally helps the environment. To make it greener, reduce the amount of crap we dump in it by recycling and reusing, so that it’s happy, which will make us (humans) also happy. It exercise our generosity by giving away things we don’t need. Plus, you could make someone very happy, which will make you also happy. http://www.freally.com/

Givmo:

Givmo decided to create an online community where people could just give away their shoved stuff to other people who actually want to use it. We’re solving problems and reaping benefits all at the same time. It all but cleaned our messy closets. We’re recycling—which is super eco- friendly. We’ve done a good deed for our stuff AND for someone else. We finally have our space back, and it just generally feels amazing to give. It’s a Karma extravaganza, if you will. https://www.givmo.com/

GiftFlow:

GiftFlow is a place to give and receive. A gift can be anything that someone else might want. Browse the Gifts section to see what users are offering and the Needs section to see what users are asking for. Our goal is to provide an online tool where people can share resources, meet each others’ needs and reduce waste, all without spending money. GiftFlow is not just for individuals. Community organizations, businesses, and governments are welcome to join our network of reciprocity. http://www.giftflow.org/ Free/Gift Exchanges Other Examples

-96- 3 3.2.4.2 Swap sites for baby goods and toys

Swap sites for baby goods and toys provide a friendly place to parents to swap baby items that are no longer needed. Babies grow so fast and so do their needs. At home the parents start to accumulate outfits, baby toys, and other items underused, putting it in the attic or out in the garbage. But some other mother can be looking for the same thing the other one through away. Instead of buying babies thinks, we can swap them. Swap is to give something and be given something else instead; to exchange.

Swap sites for baby goods and toys Case Studies

What is about? Swap sites for baby goods and toys Case Studies It growth from the idea that “Clothes don’t grow. Kids do”. The idea is to give to another person the clothes and toys that the kid do not use anymore, but can be useful to another kid. Kids growth to fast, and leave the clothes in perfect conditions for another use. You can make a mail box and send it to another person, the kid would recevie what needs. The consumer looks for the boxes to give at the web site to choose. Story ThredUP started in January, 2009 mainly because as football loving, bike riding, beer drinking men that couldn't be caught dead at a clothing swap. And the whole absurdly inefficient used clothing industry.

Category: Redistribution Market Actions: Swapping Activity: Swap sites for baby goods & toys Name: ThredUP Country: United States Since: January 2009 Online: YES Link: http://www.thredup.com/boxes Type of Business: Privatly owned System: Mail boxes, send it to others/cost $15 Way of earnings: Value ($5) for each box send Users Condition: Needs to be a member

-97- Categories, activities and case studies of Collaborative Consumption

What is about? NEW TO YOU KIDS is a way to recirculate the kid’s clothes and to save money without giving up a cloth that still beautiful and in excellent condition. The mothers can meet at Milan, were they can shop with the clothes of others that is to small for the kids, and can be useful to another kid. New To You is a store where you can buy but just exchanging. Story Roberta Maglione is the creator of this store, the idea became with her experience of mother. She wanted to exchange their kids clothes with another person that would have the real size for their kids.

Category: Redistribution Market Actions: Swapping Activity: Swap sites for baby goods & toys Name: New to you Country: Italy (Milan) Since: Marzo 2010 Online: YES, but only information. Link: http://www.newtoyou.it/ Type of Business: Privatly owned System: Buttons, quantity to be change Way of earnings: Value (5€) for each button Users Condition: Needs to visit the place. Swap sites for baby goods and toys Case Studies

-98- 3 Other examples

Tauschteddy:

Tauschteddy.de - the swap space for children’s clothing. Teddy is an online exchange platform on which you as parents can exchange their children’s outgrown clothing appropriate to children’s clothing. While the little ones grow and thrive, it can be really tiring to constantly buy new clothes. So why not just grab a package of things that no longer fit, and share them with other families. Choose in exchange for a matching teddy package and delivered to the door to get. http://www.tauschteddy.de/

MumSwap:

Mumswap.com.au is Australia’s No. 1 online hub where mums swap products, services and talents for

free, instead of paying for or trying Swap sites for baby goods and toys Other Examples to do it all themselves. There is only so much you can do to achieve more for your family, business and lifestyle. Mumswap is a smarter way to achieve just that. Swap gifts, business services, fashion, household chores, babysitting, beauty treatments, lessons, accommodation, children’s goods, personal training, home-made treats, promotional offers, interior decorating and more. http://www.mumswap.com.au/index.asp

Swap Kids Clothes:

The idea of an easy, fun and inexpensive way to dress my two kids hit me one early morning while feeding my newborn baby boy Finn. Rapidly growing out of his clothes (as children do), with summer soon to be winter, and not finding any of my little girl Amelia’s clothes appropriate to re- use. swapkidsclothes.com.au is an easy way to dress your kids into the next size or season without compromising on style or quality. http://www.swapkidsclothes.com.au/

-99- Categories, activities and case studies of Collaborative Consumption

3.2.4.3 Bartering

Barter is a method of exchange by which goods or services are directly exchanged for other goods or services without using a medium of exchange, such as money. Barter usually replaces many as the method of exchange in times of monetary crisis, such as when the currency may be either unstable or simply unavailable for conducting commerce. This is a method used all over our history, always have been exist a trade between others in a community. Today, the trade is getting place in platform, with the advance use of Internet.

A barter exchange is a commercial organization that provides a trading platform and bookkeeping system for its members or clients. The member companies buy and sell products and services to each other using an internal currency known as barter or trade dollars. Modern barter and trade has evolved considerably to become an effective method of increasing sales, conserving cash, moving inventory, and making use of excess production capacity for businesses around the world.

What is about? Zerorelativo want to disseminate new models of consumer-oriented to social welfare & to the environ- ment. The goal is a ZR critical consumption, a form of exchange that can be applied to everyday life. Barter, loan and gift of shares to have high educational value, promoting simple actions smart consumer and promotes lifestyles that take into account environmen- tal & social impact of our daily choices. Story Is the brainchild of Paolo Severi, a vague knowledge of the Internet and the help of Max and Lorenzo created the first Italian portal for online trade. Zerore- lativo, means that each object has its own value.

Category: Collaborative Lifestile Actions: Bartering Activity: Bartering Name: Zerorelativo Country: Italy Since: 2006 Online: YES Link: http://zerorelativo.it/chi-siamo.php Type of Business: Privatly owned/Non profit System: Exchange your product without money Way of earnings: No earnings Users Condition: Needs to be a member Bartering Case Studies

-100- 3

Bartering Case Studies

What is about? Truequear.com is a website dedicated to bring together people who are interested in trading items, favors and information. Everyone has a lot of things obsolete. Bought on a whim, and do not like, and above all have an interest and need for many others.

Story Was created by Alejandro Pons a Valencia, Spain. At 2010 were 7000 users, and 500 to 800 dairy persons visit the website.

Category: Collaborative Lifestile Bartering Case Studies Actions: Bartering Activity: Bartering Name: Truequear Country: Spain Since: 2008 Online: YES Link: http://www.truequear.com/ Type of Business: Privatly owned/Non profit System: Exchange your product without money Way of earnings: No earnings Users Condition: Needs to be a member

-101- Categories, activities and case studies of Collaborative Consumption

3.2.4.5 Swap sites for books

Swap sites for books, are all those sites where you can exchange your books with others. Most of the time, when we buy a book, we just read it once and then we put it in the library at home or in a drawer. Then this book is going to be read by someone in the family maybe years later or maybe not. So the book can be death, it is just part of the decoration of the house. But most of the times we probably have that book that someone else want. Why we don’t share them, and look for others that probably want to read, instead of buying new ones and putting them in the library. These sites works as you need to get register, choose and say which books you have, and look for others. It does not work to receive a book from the same person you give one. It is just a swap, where you give yours to who wants it and you will receive one or other.

Swap sites for books Case Studies

What is about? BookHopper is a free book sharing service matching up readers all across the UK. Instead of buying books, reading them once and leaving in the bookshelf, they can be shared with other BookHoppers. The sender pays the postage. This means that for the price of one book, you can read dozens more, just paying postage each time.

Story Unknown

Category: Redistribution Market Actions: Swapping Activity: Swap sites for books Name: Book Hopper Country: United Kingdom Since: Unknown Online: Yes Link: http://www.bookhopper.com/ Type of Business: Private System: Free - Affiliated to Amazon Way of earnings: Small amount from Amazon Users Condition: UK citizens Swap sites for books Case Studies

-102- 3

What is about? The Book Swap is a place to swap books, recycle and update your bookshelf without costing the earth. Meet and interact with other book lovers, share your thoughts and opinions in our review section or simply lose yourself in a really good book swapping site. (You only need to upload three books, for 1point, to get started, thereafter you will recieve points based on the value of your book. Up to $20 = 1point $20-$40 = Swap sites for books Case Studies Story Unknown

Category: Redistribution Market Actions: Swapping Activity: Swap Sites for books Name: Book Swap Country: Australia Since: 2009 Online: YES Link: http://www.thebookswap.com.au Type of Business: Privatly owned System: Points based on the value of the book Way of earnings: No earnings Users Condition: Upload books

-103- Categories, activities and case studies of Collaborative Consumption

Other examples

Bookcrossing:

Bookcrossing is refer to exchanging the book you have for book you want. You sing up with BookCrossing, register the books you would like to give away, prints the ID for each book, put it into the books and set them free in a public place. http://www.bookcrossing.com/

Title Trader

Through this website you can swap books, DVDs or CDs with people around the world. To participate you sign up and create a list of the things you are offering. This procedure is quick and easy as the site supports ISBN numbers to identify items. Then you have to wait until someone is interested in one of your items. Once someone has received an item you sent them, you receive a request credit, which you can trade in for an item you want from somebody else. The service is free, but you cover the postage. There are two more ways you can earn request points. First of all you can purchase them. Secondly, you receive points for referring new, active members. http://www.titletrader.com/

BookMooch

BookMooch is limited to books. It’s a multilingual, community-driven site that works based on a point system. The site supports English, German, Spanish, French, Italian, Japanese, and Portuguese, and is available to anyone around the world. Points are earned by providing someone with the book they want and these points by providing someone with the book they want and these points can be spent by requesting and receiving a book you want. The only fee pay is the postage to send books. http://bookmooch.com/

SwitchPlanet:

This site allows to trade DVDs, CDs, video games and books. The mission is to reduce environmental waste, help those who need or most and support arts/culture and education. Works based on a point or currency system and adds the community aspect. Users can create profiles, and join groups. Also SwitchPlanet hopes to collect donations from its members. This money will be used to help needy families. http://www.switchplanet.com/

Textbook Revolt

TextBook Revolt is made for students around the world who cannot afford to

-104- 3 buy new college textbooks all the time. The limit is that you need a valid .edu address to register. However, if you are a student, would like to participate, but don’t have an email address, you can contact the site owners and request to be added. http://www.textbookrevolt.com/

Read It Swap It:

This is a service for people from the UK to exchange books. Books are swapped between two users, which eliminate the necessity of credits. If you find an item on someone’s list, you can ask them to swap with you. If there is nothing on your list they like, they can deny to swap with you and you’ll have to find somebody else to swap with. http://www.readitswapit.co.uk/TheLibrary.aspx

Swaptree:

It is for US citizens to swap books, CDs, DVDs and video games for free. The items are listed based on their ISBN numbers and users can add a short description. Users are matched for swapping an item. http://www.swap.com/

Paperback Swap:

Is a club for swapping books that is also limited to US residents. The books are sent using a wrap that contains all essential information, like address and sender details. The book can simply be wrapped into this printed piece of paper, which simplifies the packing and labeling process. The advantage of the sites limited to residents of a specific country is that postage costs remain predictable for all members. http://www.paperbackswap.com/index.php

SwapAce:

SwapAce allows you to swap, buy or sell items and meet members. The site supports any type of item, such as electronics, services and of course books. Users can use the system to barter and negotiate for items or services. This makes the site extremely flexible. http://www.swapace.com/

Neighborrow:

At Neighborrow you can trade items within groups made up of strangers around the world or your personal neighbors, friends or students from your campus. You can borrow, lend, sell buy or trade anything with whomever you like. http://neighborrow.com/

-105- Categories, activities and case studies of Collaborative Consumption

3.2.4.6 Food Services

This is more or less similar to the food services explain before, at collaborative lifestyles. In this area, is dedicated to the new markets open to give a new service in the food area, such as new ways of buying or getting your products, different that as usual in the supermarket. It is related to new experiences, where you can feel that are doing your food, and make sure it is a local food.

Food Services Case Studies

What is about? Le Verdure del mio Orto wants to promove the organic agriculture and the zero kilometri consumption, products closer to the consumer. The idea is that any single person, group or family can create her own garden online, but that will be realize in the reality by the company. Every week the owner of the garden will receive what was cultivated, this way the consumer has at home the vegetables and fruits from season. Story In the year 2009 was presented the proyect “Le verdure del mio orto” at Milan. The vegetable cultiva- tion project to direct consumption, created by three brothers out of love for nature taken from the family.

Category: Redistribution Market Actions: Trading Activity: Food Services Name: Le Verdure del mio Orto Country: Italy (Milan, Turin, Verceli, e Novara) Since: 2009 Online: YES, also presently at Milan. Link: http://www.leverduredelmioorto.it/ Type of Business: Privatly owned System: Create the “orto” by internet, pay it. Way of earnings: Value of the land/products Users Condition: Needs to be a member. Food Services Case Studies

-106- 3

What is about? Lourish connects the people who are producing their own food with local people who want to share what they produce. Lourish is the way to exchange so you can swap your produce with other Lourish members near you to reduce waste, cut food miles and make the most of what you grow. By trading or giving away what they produce, Lourish members can create a hyperlocal, super-fresh, extra-tasty supply of food. Story Lourish is run by Dave Bower, near Cambridge, UK and the site exists to help grow-your-own gardeners and private smallholders get the most from what they

grow through sharing what they produce. Food Services Case Studies

Category: Redistribution Market Actions: Trading Activity: Food Services Name: Lourish Country: United Kingdom (London) Since: Unknown Online: YES, only information Link: http://lourish.com/ Type of Business: Privatly owned System: Connecting with local growing Way of earnings: Login of growings Users Condition: To be a member

-107- Categories, activities and case studies of Collaborative Consumption

What is about? The Mercati della Terra are farmers' markets created according to guidelines that follow the Slow Food philosophy. Markets managed collectively, which are meeting places where local producers of quality directly to consumers at fair prices and ensuring sustainable production methods for the environment. In addition, preserving the food culture of local com- munities and help to protect biodiversity. Story Born in relation to the urgent idea to bring the land to the table, consumers and producers - and to create an international network of farmers' markets organ- ized in the spirit of Slow Food.

Category: Redistribution Market Actions: Trading Activity: Food Services Name: Mercati della Terra Country: Italy Since: 2005 Online: YES, for information of the events. Link: http://www.mercatidellaterra.it/ Type of Business: Non-profit System: Slow Food's idea of food Way of earnings: No earnings Users Condition: Needs to sell or contribute Food Services Case Studies

-108- 3

What is about? SuperFarm is a concept for a new way of cultivating and consuming food, for integrating and interacting with and respecting the environment, for eating and staying healthy and so much more. The trigger for their concept is a quote from the movie The Social Network: first man lived on farm, then he lived in cities, now he lives online.

Story It is a proyect from Scuola Politecnica di Design di Milano, exposed at Salone Satellite, 12-17 April, Fiera Milano Rho. It is a propose to a new way of consump- tion, bringing the country activities inside the cities. Food Services Case Studies

Category: Redistribution Market Actions: Trading Activity: Food Services Name: Superfarm Country: Italy (Milan) Since: Aprile 2011 Online: YES, only information Link: http://www.superfarm.it/ Type of Business: Privatly owned System: Prepare your products to buy Way of earnings: Percent as a supermarket Users Condition: Citizens

-109-

3 Categories, activities and case studies of Collaborative Consumption Summary of the chapter.

In this chapter there is a description of the three categories of the Collaborative Consumption, Product Services System, Collaborative Lifestyles and Redistribution Markets, on each category it is explain different activities that can be develop, there are some analyzed using the data information, and there are some other examples with their links. It is important to understand that the activities are part of the categories, but can be classified also with the actions, but the actions can be in different categories. In the next graphics is shown the categories, with the activities.

After looking and analyzing all these case studies, we can see that there is a great quantity of different activities related with collaborative consumption. All does activities are now getting force in all the countries. Most of the time by the people that are changing house often, or to economizes. An exchange student is a great example.

-111- CATEGORIES OF COLLA Activities Ride Sharing Toy Rental Art Rental Movies Textbook Rental Solar Power Neighborhood Rental Fashion Rental General Online Rental CrowdFunding Skill sharing Neighborhood support Parking Spots Storage Networks Organic Farming Social Lending Taxi Sharing Shared studios/Workshops Coworking Spaces Finders Unique Experience Marketplaces Errand & Task Networks Social Food Networks Big Marketplaces Used Electronics Clothing swaps Swap sites for media (Dvd;s, books, games) Neighborhood Marketplaces BORATIVE CONSUMPTION Categories Product Service Systems

Pay for the benefit of using a product without needing to own the product out- right. Disrupting traditional industries based on models of individual private ownership.

Collaborative Lifestyles It’s not just physical goods that can be shared, swapped, and bartered. People with similar interests are banding together to share and exchange less tangible assets such as time, space, skills, and money.

Redistribution Markets Redistribute used or pre-owned goods from where they are not needed to some- where or someone where they are. CATEGORIES OF COLLA Activities Ride Sharing Toy Rental Art Rental Textbook Rental Neighborhood Rental General Online Rental Solar Power Fashion Rental Movies

Bike Sharing Peer Rental BORATIVE CONSUMPTION Categories

Product Service Systems

Pay for the benefit of using a product without needing to own the product outright. Disrupting traditional in- dustries based on models of individual private ownership.

Peer-to-Peer Car Sharing Car Sharing CATEGORIES OF COLLA Activities CrowdFunding Skill sharing Neighborhood support Organic Farming Taxi Sharing Coworking Spaces Finders Errand & Task Networks Parking Spots Storage Networks Social Lending Shared studios/Workshops Unique Experience Marketplaces Social Food Networks Peer-to-Peer Travel Food Exchange BORATIVE CONSUMPTION Categories

Collaborative Lifestyles

It’s not just physical goods that can be shared, swapped, and bartered. People with similar interests are banding together to share and ex- change less tangible assets such as time, space, skills, and money.

Gardens Coworking spaces CATEGORIES OF COLLA Activities

Big Marketplaces

Used Electronics

Clothing swaps

Swap sites for media (Dvd;s, books, games)

Neighborhood Marketplaces

Swap sites for Free/Gift Exchanges baby goods and toys BORATIVE CONSUMPTION Categories

Redistribution Markets

Redistribute used or pre- owned goods from where they are not needed to somewhere or someone where they need it.

Bartering Swap sites for books

4

Understanding Precycle Recycle

Upcycle

Downcycle

Precycle 4

Precycle different from recycle. In the Business Dictionary Online1, Precycle is the waste reduction method in which discarded articles or materials are separated on the basis of their recyclability. Avoiding items that will generate waste.

To understand the importance of Precycling, it is important to understand the problem caused by the recycle.

4.1 The big problem of Recycle

The society buying all the products generated by the planned obsolescence, is contributing to feel the landfill and to generate new spaces for this. Every day the landfills in the world are getting full and full, they need to expand, the growth as the economy of country growths, even faster. The hide part of the economies and governments are the landfills. A landfill, as said in a web resource for environmental justice activists2 from Action Center, Pennsylvania, is a “carefully engineered depression in the ground into which wastes are put. The aim is to avoid any hydraulic connection between the wastes and the surrounding environment, particularly groundwater.” The Environmental Protection Agency3 from United States said that the solid waste landfills “must be designed to protect the environment from contaminants which may be present in the solid waste stream.” It is compose by four critical elements, a bottom liner, a leachate collection system4, a cover5, and the natural hydrogeologic setting. The natural setting can be selected to minimize the possibility of wastes escaping to groundwater beneath a landfill. The problem with the leachate collection systems is that can clog up in less than a decade. Can fail because they clog up from silt or mud, they can clog up because of growth of microorganisms in the pipes, they can clog up because of a chemical reaction leading to the precipitation of minerals in the pipes, or the pipes become weakened by chemical attack and may then be crushed by the tons of garbage piled on them.

The landfill is the way to hide all waste produced by the same society, is the way to hide the things that someone thought it was unusable. It is the place where all the production on the industries is going. The industries are creating landfills Business Dictionary. (n.d.). Retrieved August 2011, from http://www.businessdictionary. com/definition/precycle.html 2 Center, A. (n.d.). Web Resources for Environmental Justice Activists. Retrieved August 2011, from The basics of Landfills: http://www.ejnet.org/landfills/ 3 Wastes - Non-Hazardous Waste - Municipal Solid Waste. (n.d.). Retrieved august 2011, from United States Environmental Protection Agency: http://www.epa.gov/osw/nonhaz/municipal/landfill. htm 4 Leachate is water that gets badly contaminated by contacting wastes. It seeps to the bottom of the landfill and is collected by a system of pipes. The bottom of the landfill is sloped: pipes laid along the bottom capture contaminated water and other fluid as they accumulate. 5 A cover or cap is an umbrella over the landfill to keep water out. It will generally consist of several sloped layers: clay or membrane line, overlain by a very permeable layer of sandy or gravelly soil, overlain by topsoil in which vegetation can root. But rain can enter the landfill resulting in build- up of leachate to the point where the bathtub overflows its sides and water enters the environment.

-123- Understanding Precycle bigger and bigger. Every day each person produces some waste that is going to the landfill. The society is hiding the trash that is producing from them, that way they don’t realize the damage that is producing to the environment and even how much is getting stuff. Most of the people, at their home, sometimes have things that does not use anymore, they are store in a place that is close and is only for store, they just put it in there because there is not other space, anyways is useless. But when then have too much, and no more space, and want to clean the store, they just put it in the trash, it is the easy way and the best hidden for the consumption. The landfill’s regulations try to prevent some damages for the environment, closing all with the covers that were explain before, so they try to enclose all the waste in a place that does not have contact with the environment, but is the same as at home. It’s a place that nobody uses and nobody cares, but in nature is different, the entire planet is made for every specific organism, bacteria, algae, plant or animal, so there is no space in the planet that is not necessary. The landfill is using space that is can be useful for others, not for human. But what happens if there is no more space? What happens if success the same as at home, when the store is full? Where all these can go? The planet have a limit, and if the society continues to produce that way is doing it, the landfills are getting bigger covering the Recycle planet and causing to much damage. So the whole problem begins from what the society buys, and what the industries produce.

From these is born the recycle, so not all the waste goes to the landfill. Use Materials to other process The recycling has always been a matter of helping the environment and for economic reasons. The process of recycling has been around for thousands of years, it was a very common occurrence in ancient times to melt down swords, pots and other metal items that had served their purpose. But the products were not as abundant as today. Remanufacturing Recycle is “the process

-124- 4 of making or manufacturing new products from a product that has originally served its purpose. If these used products are disposed of in an appropriate, environmentally friendly way, the process of recycling has been set in motion”6. The recycling process is unique in sense that the products are recycled in such a way that the materials that are left after the remanufacturing are considered essential.

So the society, that is the one who use the products, need to recycle them, that way can generate other new products. This recycle needs to begin at home. To use the materials to produce another product, it is necessary to separate the materials, not mixing them. So after the use, when an object or product become useless, it needs to be separate according to different categories that are establish, such as plastic, metal, organic, paper, electronic, oil, batteries, and others. So in the different cities there are collecting systems for these. Where they are in charge of collect the selective waste in categories at homes, industries and companies or social places.

To recycle it needs to have a great knowledge about the theme, because when the persons doesn’t know, they just try and put things where they do not correspond or just putting all in the big category that goes all that can not be recycle. So for most of the persons it is easy to say that a thing is not recycle so it needs to be in the generic trash. This generic trash is the one that is going to the landfill, most of the time with things that can be recycle, such as plastics, organic, metals, etc. The problem of the landfill is the same, the recycling is not helping it directly, and the only thing is that is reducing what really can be. But recycle is not only the term for trash management, it also includes Reduce and Reuse, which means to reduce the quantity and reuse the products.

Recycling is a cycle that is going to end again in the manufactured process, the materials used to manufacture that have been recycle, are going to end in the same place. Once the material cannot be recycle is going to the landfill, and at the same time is producing more pollution and contaminated more the environment because past the industry process.

6 What is Recycling. (n.d.). Retrieved August 2011, from Benefits of Recy- cling: http://www.benefits-of-recycling.com/whatisrecycling.html

-125- Understanding Precycle

4.2 Getting into the Precycle

There is an easy way that can help more that recycling, and is just not buying some things. Not buying what is going to be damage to the planet. Why buying things and then think what you can do with it, if it can be recycle or not. It is easy to think what can be reusable or recyclable and reducible. So is an action that the society needs to get before buying, before producing and before using. It is before acquiring the product, before can be express by “pre”, so is call PRECYCLE, which means preventing recycling, using what exist, reusing the things that we have.

Precycle emphasizes reducing and reusing, which are part of the three R’s, known as Reduce, Reuse and Recycle, but prevents the recycle.

The recycle requires amounts of energy to transport the materials, to melt them down and then remanufacture items. Recycling is reducing the amount of trash that is going into landfills, but is not sustainable unless the energy used is sustainable. Recycle use resources, energy is consumed and produce a quantity of pollution. So recycle is producing also problems to the environment. The way to prevent it, is Precycle, reducing the waste by avoiding items that will generate waste or selecting certain items that will generate less, or acquiring items that can be reused for something else. Less has to be recycled. If the “consumers” stop buying, the industry needs to create products that last long time, as before. That way the consumer needs to invest more in a product but knows that can get money from, and can be used for others, and is sure is going to last longer time. That way the industry is managed by the consumers, not the industry managing the consumers.

For the Department of Environmental Conservation7, New York State, Precycling means to “stop waste before it happens, prevent waste as its resource, reduce the amount of waste we produce, make less garbage”.

Precycle, is an action that the people need to learn, it is a way to fight with the consumption, because the persons have to know that the consumption is telling them to buy and buy, but the correct actions is not to buy. The people need to be aware of the idea, of the idea to produce less waste.

To the people it is very important that be involved in this action because it is also a way to save money. In a lot of cases instead of buying you can just share, or swap, or even not buy all the component of the object, only a part. To understand this part, it is necessary some examples that are going to be explain.

7 Waste Reduction & Recycling. (n.d.). Retrieved August 2011, from Department of Enviro-

Precycle mental Conservation: http://www.dec.ny.gov/chemical/8826.html

-126- 4 PRECYCLE Precycle

-127- Understanding Precycle

4.3 Examples in companies promoting the Precycle

In.gradients.com

In.gradients.com is a company that is in charge of selling stationary products and without packaging, because the packaging is all going to the landfills. They propose the prosumer, to use their own containers at home, that should be reuse, and fill out in the store with all the grocery products without packaging and the quantity that they really need. For example, the rice, flour, sugar, and some others.

Their goal is to reduce waste by ditching packaging altogether. They said, “Instead of recycling packaging that’s already been produced, we’re Precycling it before it’s even made – proving that most food packaging is unnecessary.”8

http://in.gredients.com/

Negozio Leggero

Negozio Leggero is a place at Turin, where you can find all the grain products and detergents without packaging. There you can buy the containers, which are reusable, and refill with the products and quantity they want. The same containers can be use the next time to buy. All are bioproducts, cultivated or madden by farmers close to Turin.

8 Think simple. Think ahead. Precycle. (n.d.). Retrieved August 2011, from No Waste Wednes- days: http://nowastewednesdays.wordpress.com/2011/08/10/think-simple-think-ahead-precycle/

-128- 4 4.4 Precycle, different from Recycle, Upcycle and Downcycle

It is very important to understand the difference between Precycle and recycle. Because it is a mistake that can be occur often. What is important to understand also, are the benefits that brings Precycling, instead of recycling.

It was already define very well recycle. Now there are other terms used also when talks about recycle, those are upcycle and downcycle. Those terms can be part of the recycle, different ways to do recycle.

4.4.1 Upcycle

Upcycling is taking waste and making it into something that has equal or Upcycle greater use or value. It maintains or improves the quality of the materials. It is using the aspect of waste as value.

The upcycling concept was also the theme of the 1999 book with the same title written by Gunter Pauli and Johannes F. Hartkemeyer. The concept was later incorporated by William Reuse of a HIGH category McDonough and Michael Braungart in their 2002 book Cradle to Cradle: Remaking the way we make things�. They state that the goal of upcycling is to prevent wasting potentially useful materials by making use of existing ones. This reduces the consumption of new raw materials when creating new products. Reducing the use of new raw materials can result in a reduction of energy usage, air pollution, water pollution and even green house gas emissions. Remanufacturing

-129- Understanding Precycle

Upcycle Case Studies

What is about? At Rebagz Handbags are redefining fashion by pairing smart style with sustainability. All the bags are made using recycled materials, and they’re as human- friendly as they are eco-friendly because Rebagz are all made under fair labor conditions.

Story And that’s probably why we were named 2009 Califor- nia Small Business of the Year.

Category: Recycling Actions: Upcycling Activity: Name: Rebagz Country: United States Since: Online: YES Link: http://www.rebagz.com/index.html Type of Business: Privatly owned System: Money, pay for the products Way of earnings: Selling products Users Condition: Not condition necessary Upcycle Case Studies

-130- 4

What is about? Etsy mission is to empower people to change the way the global economy works. They see a world in which very-very small businesses have much-much more sway in shaping the economy, local living economies are thriving everywhere, and people value authorship and provenance as much as price and convenience. They are bringing heart to commerce and making the world more fair, more sustainable, and more fun. Story Unknown

Category: Recycling

Actions: Upcycling Upcycle Case Studies Activity: Name: Etsy Country: United States Since: May 2011 Online: YES Link: http://www.etsy.com/?ref=so_home Type of Business: Privatly owned System: Money, pay for the services of the car Way of earnings: Percent on each peer Users Condition: Needs to be a member

-131- Understanding Precycle

Other examples:

One example of Upcycling is the TerraCycle�, that upcycles and recycles traditionally non-recyclable waste (including drink pouches, chip bags, tooth brushes and many more) into a large variety of consumer products. Their purpose is to eliminate the idea of waste. They create national recycling systems for previously non-recyclable or hard-to- recycle waste. Anyone can sign up for the programs called the Brigades, and send the waste to them. TerraCycle then converts the collected waste into a wide variety of products and materials. With more than 20 million people collecting waste in 14 countries TerraCycle has diverted billions of units of waste and used them to create over 1500 different products available at major retailers ranging. Tom Szaky founded TerraCycle in 2001. Another example is the upcycled traffic sign furniture by the designer Boris Bally of Providence. He utilizes the graphic and material potential of recycled traffic signs as his medium, transforming them into bold, statement pieces of furniture, bally works following the philosophy of humanufactured, an approach whereby the hybridization of art, design and craft with a variety of hand and production skills occurs. his latest design is the ‘Broadway armchair’ which minimizes scrap generated in its manufacture while simultaneously honing the numerous technical challenges of working with the unyielding material of traffic signs. Bally goes through a lot of effort in the location, purchasing and selection of optimal signage material to produce his furniture creations. During the production of these chairs, nothing goes to waste. Anything left over during the manufacturing process is further used in the creation of other products such as switch plates, mailboxes, house numbers, clocks, picture frames, even key fobs. Through his work, Bally hopes to open minds to individuals, making them realize that recycled work doesn’t have to appear dismal or have a lack of comfort. By producing hundreds of these armchairs in a year alone, bally will be able to re-direct over twenty tons of aluminum from landing in the landfills. Each chair uses champagne corks offering anti-slip / anti-scratch legs, and hardware for its construction.�

-132- 4 4.4.2 Downcycle

Downcycling is the opposite of upcycling, Downcycle is the other half of the recycling process. Downcycling involves converting waste materials or useless products into new materials of lesser quality and reduced functionality. Most recycling involves converting or extracting useful materials from a product and creating a different product or material. For example, during the recycling Reuse of a LOW category process of plastics other than those used to create bottles, many different types of plastics are mixed together, resulting in a hybrid. This hybrid is used in the manufacturing of plastic lumber applications. However, unlike the engineered polymer ABS which hold properties of several plastics well, recycled plastics suffer phase- separation that causes structural weakness in the final product.

Downcycling is to prevent wasting potentially useful materials, reduce Remanufacturing consumption of fresh raw materials, reduce energy usage, reduce air pollution and water pollution, and lower greenhouse gas emissions as compared to virgin production.

4.5 Benefits of Precycle

Instead of try to use the waste of the products that we already produce, Precycling is to think what we are going to buy, if we need the product or the just for what it serve. So, Precycling is an attitude from the consumer, analyzing what really needs or want, and determining if the only way is to buy it or share it. In Precycle, we are going before the production, of an object. In Precycle we think in the necessities, not in the products. With recycle, upcycle, and downcycle, the production, manufacture still present, and is going to be present forever, if we change the product we are intervening with some other prime materials, as energy. Some of the examples before, that make some products with packaging; all these need some other process to make it. This does not happen with the Precycling, because the idea is to use the same products always, to share them with others. That way the industry makes products to long longer; as it was before, eliminating the planned obsolesces.

-133- PRECYCLE IS

Trust between strangers NOT RECYCLE

Recycle

Upcycle

Downcycle

5

Collaborative Precycle Actions Bartering Donating Gifting Sharing Community Swapping Borrowing Peering Trading Reusing Renting Lending 5.1 Collaborative Precycle

Collaborative Precycle is the connection that exists between collaborative consumption and Precycle. Precycle is the attitude that the consumer is taken on the collaborative consumption. And how it was define at the beginning, consumption is how the industry teaches the consumer to consume more and more, but here the consumer is not consummating, the consumer is no longer the consumer. The consumer disappears, it becomes a shared person, who is based on share all the products, services, talents, and favors. So the consumption is replaced by the Precycling, as the attitude on the consumer, decreasing the production, giving value to the access over ownership, to the collaborative lifestyles, enabling technologies, and the reputation of capital. The actor in the Precycling is not depending anymore in the industry. Is depending on their attitude, is not anymore a consumer. He can decide what to get and how to get it.

The reputation of capital is the measure and value of a person’s reputation across communities and marketplaces. It depends on what and how you act, and what others perceive you. The comments of each person that you have share any activity, if you are responsible, if you are punctually, respectful. This reputation is going to be creating by the others in the time, so as many activities you realize, better reputation, more recommendation you have. An example is in Zerorelativo1, an Italian company analyzed before, you get your account, creates your profile, and then you need to show the products you want to barter. You put your products online, and other can see them. If somebody is interest in it, they get to your profile and propose barter, with his or her own products of offers. If the other person is interested, get accord and made the change. If the two persons are in different cities, they have different options to mail them with the Italian post office. If you become a barter, and the others barters can write you what they think about you as a barter, things like, gives the objects on time, if the object of the photo is the same as the one that arrives to home. All those comments become the reputation capital of the person. With those comments you can decide if you want to trust in that person. It is as when you reads some comments about a movie, that way you decide if you want to watch it or not.

An important fact to understand why we cannot talk about consumption is that we don’t want anymore the stuff but the needs and experiences it fulfills. We want to open a hole, not a drill, we want to go to another city, not a car, and we want to sleep well in a trip, not a special hotel. Sometimes also we need some help, some company, we are not talking about only objects or products, but skills. That is why it is a way to create new relationships with neighbors and other persons. Because doing any kind of share, you are meeting people, that think like you and act like you.

1 Zerorelativo. (n.d.). Retrieved June 2011, from Zerorelativo: http://www.zerorelativo.it/ Collaborative Precycle

In the collaborative Precycle, the consumer is participating in the community activities, or even better is creating it online. Just sharing with a neighbor, is creating a relationship, that is going to change they way of life of the community, just with the simple fact that when you see that person again, you are going to salute, what before it was not happening. All those acts or effects are bringing us attitudes that before of the consumption where existed, before that the money became an important thing in the society. Many years ago, the people use to share the things, help one to another, give what the other probably need it, all these inside the communities. When the communities started to open to others, they started to barter the objects, food, and tools, exchanging their goods. In the families raised chickens or eggs for items they needed such as cloth with which to make clothing. To complete the basic necessities in their lives.

The consumer is adapting to the new style of life, is getting to the idea that share has not only ambient benefits, but also social and brings fun. It is creating new relationships inside and outside the communities. With the use of Internet, with the social network, the society was getting close to use only these ways to communicate with others, even if the distances are big. There were virtual communities, were you have your group of friends, but not all in the same place. But with this Collaborative Precycle the communities are getting closer in space, and exchanging more with others, and with virtual communities.

As if was said it before, collaboration on the Collaborative Precycle is based on the sharing products, services, and knowledge, anything between the communities. The principal concept is to share what a person does not use to another that probably need it or can use it better, a lot of times a person has at home a lot of objects in the sealer, or in a place to stored, those objects have not importance for the owner, for many reasons, but it can be so useful to other person. Instead of buying a new object the person can look for someone how has it and can share it, this action is collaborating or contributing with the problem of the consumption explained in the last chapter and also for the economy of the person. Also is preventing the house accumulation of objects that then are going to be in a landfill. But not only objects, we can talk also with services, like to teach or transport, or a place to sleep, or offering the service to take care of the plants when you are traveling, or with the kids, there are a lot of forms to share with others. To share begins when two or more persons want it, so there is when works in a community, a collaborative community.

-140- 5 5.2 New Attitude from the consumer

The new consumer can have a new attitude: The attitude of Precycling. This consumer it is better to call him the actor, because as we said before, it is not anymore a consumer. What this actor needs to have in mind is this phrase: “What I don’t use, can be useful to others”. This actor acquires a new point of view of the consumption, of the over production, and the ambient problems that brings. All these will create new communities, communities with the same thinking, which share the same ideas, as a movement. With those communities sharing some interests and ideologies, it is create a participation form the people, where the important actor is the people in the communities, not even more the product as in consumption, generating new relationships between neighbors.

This actor, that actually is getting some attitudes from the past, is sharing with others, is getting the idea that share is fun, and to share creates new experiences to life. When we get in contact with other person we can learn a lot of things, things from the basic relationship between humans, the human behaviour. The culture, attitudes, emotions, values, ethics, authority, rapport, hypnosis, persuasion, coercion and genetics, all of them inside a community, can influence this human behavior.

The actor needs to take a risk, to trust the strangers. To start doing some sharing, bartering, swapping, or other kind of action, the first real risk action is going to be made with a stranger. Must of the time you don’t know anything about the person, maybe only the picture, but with a picture you can not decide it you can trust or not. You can see the profile that give you the reputation of the person, but some times can be the first time, so does not have comments, but can be trustful as others. When you are going to rent a digital camera, for example, and someone that probably leaves in front of you as you for the camera, but you don’t know him, you haven’t see it before, but leaves in front. So it is the decision of the actor to trust him or not. And the only way to know it is taking a risk. As most of the time in our lives we need to take some risks. A risk is the potential that a chosen action or activity will lead to a loss; the notion implies that a choice having an influence on the outcome exists. When we want new things, new experiences, new jobs, new activities and some others, we need to change something, something that we have not do before, that is a risk.

-141- COLLABORATIVE Actions Bartering Donating Gifting Sharing Community Swapping Borrowing Peering Trading New Relationships Reusing Needs Renting Experiencies Lending

Trash disappear PRECYCLE Actions Adaptability Bartering Participation Donating Gifting Sharing Community Swapping Borrowing

Peering TIVE PRECYCLE Trading New Relationships Reusing Needs tivities Ac Renting Share Experiencies Lending Not RECYCLE

Trust between COLLABORA Strangers strangers Trash disappear Risk NEW ATTITUDE What I don’t use, can be useful to others Community New relationships Relationship to stuff

Needs New Markets

New social life

Share Reusing Donating Sharing Bartering Gifting Trading Swapping Renting Peering Lending Cycling Changing Communicating Returning Dressing Reducing Entertaining OF THE CONSUMER Attitude New points of view

New communities

Participation Shared Access

Share with others

Meet people

Experiencies New experiences

RISK Trust between strangers

6

Developing the project

6 6.1 Needs from the consumer

Following the attitude from the actor, in the collaborative consumption, it was find a description and analysis of their needs. The important aspect isthe attitude that the actor has, with is related to the collaboration between others; it is a new behaviour. The actor needs to participate, cannot be a passive person, needs to be creative and get new ideas of sharing. Active people dispose to big changes in their lives and easy adaptation to those changes. With new ideas and new activities. New ideas on how, what and when to share with others and not only for the own benefit, but to help others when they need it. This active person has also new activities, because now instead of going shopping think before, what he or she can get from others, and also what he can give away to others to use.

The community needs a space where they can regroup as a community. The community today is spread in different parts of the world. We have friends all around the world, in different countries, and most of the time doesn’t even know the neighbors. So when you start to know your neighbor, the society becomes safety, and there are going to be new relationships, new friendships. To create those relationships, the community needs some information. The information is the one that provides the attention and interests from the citizens. Information about the Precycling, about the benefits and how it works. If the citizens, the people knows that Precycle is possible, and how easy it works, they can get in the movement and understand that a simple action on sharing can change their lives. To understand the frequency of use of the objects, goods, and services that we already have at home, is important because that way the actors can see that some things as a drill at home we only use it once or twice a year. Only when we need to make a hole we use it. So, it is important for the actor to understand that this simple object at home is death, is not doing anything. At the same time some others can need it, just for one hour. So it is the way to make a favor to another and make some extra money with the things that you have at home.

If the actor understands this, start having a different relationship with the things. This relationship of the stuff is when the owner disappears. Without a specific owner, the products or objects or goods, can be shared between the persons who really needs them. A drill can be at home, but can use all the neighbors. Why to buy another one if I can borrow it from my neighbor? The communities, as how it was said before, are spread in the world, all this caused by the global overproduction, and the Internet. It is important to the user, bring him an international information, because the variety of cultures. The sharing can be between cultures and/or countries. The way to connect all the communities, to bring the best information, and a participation is a website. A website is a communication media were you get inform about a specific theme.

-149- NEEDS FROM

Good comunication A good comunication of the activities that are developing all over the world Frequency of use Use Importance to understand that the material objects does not need to be ours, it can be just share.

Relationship of stuff Desapearing the owner Without an owner the products start to circle in the community, been used by the ones who needs it. International Knowledge NEW Cultural Diversity BEHAVIOUR Important to know what is happening in other countries, in other communities. Reachable A website is reachable for most of the people all over the world in the same interactive place. THE CONSUMER Participation New activities Instead of going shooping Information start to share with others, in new spaces and with new people

Adaptability New ideas Open to new ideas of sharing and collaborate with others Space for the community ATTITUDE

Collaboration

Website Mash-up New relationships Creation of new relationship COLLABORATIVE when share, when each one collaborates to the other. Developing the project

6.2 Definition of the target

The target can be any person who uses a computer, has Internet access and is involve in social networks. But not all have the same interesting. So it needs to be more specific. The computer is not a need, is it just the interaction. It is not needed to ave one at home, as the same way if sharing you can find sahring computers. The target is the one who have interest in experience different things, that are open to changes, and do not get scare about changes. It is open to meet people online, visit places, and participate in activities online or with an online invitation, accepts the payments online and trusts others. In general in al different cultures, the generations have different attitudes with the online themes. In most of the cases, the people with these characteristics are the students, specially the collages students. At the university, the students experiment a new change in their lives, they change from school policies to college ones. There is a change in social life and in the obligations. Most of the students become independent, or semi independent, they start to be in charge in their own expenses and responsibilities. They start to have their own money, and decide in what when and how to spend it. The college students are most open to the changes in the life. Some of them like to have a very particular experience, to go to another city, or other country, and even to another continent to study. Those studies outside their own culture are not only an experience for the academic knowledge, but also an experience as a person, to growth as an adult person.

6.2.1 An exchange student or Erasmus (in Europe)

An exchange student is the one who choose to study abroad in partner institutions usually, but not always, in other places, in another city, country or continent. An exchange student could live in a hostel, student residences, apartments or student lodge. They are leaving their homes, where have been since child. Student exchanges became popular after World War II, and have the aim of helping to increase the participants understanding and tolerance of other cultures, as well as improving their languages skills and broadening their social horizons. An exchange student typically stays in the host country for a relatively short period of time, often 6 to 10 months, but there are also the international students that go to another place to study the whole time of the university. Some of those students can have an economic help by the government of their own country or for the forgiven country. Then the In the European Union (EU) the exchange students is a project established in 1987, known as Erasmus, a European Community Action Scheme for the Mobility of University Students. The Erasmus program enables students to study for part of their degree in another country and encourages teacher mobility and promotes transnational cooperation projects among universities

-152- 6 across Europe1. Most of the students go to another country inside the European Union, for one academic period, usually for 4 months, but some cases for two periods, 10 months.

6.2.2 Situation of the exchange students

When an exchange student arrives to another country needs to adapt to another culture and most of the time to another language. This adaptation consists in different aspects, as accommodation, language, socialization, food habits, and be away from the family and friends. As arriving to another place means to change home, the students usually need the basic objects to survive, such as bed, desk, computer, book, personal objects, clothes, and at home, basic instrument to cook. All those objects are going to be used just for the time of the exchange, after is going to leave everything and turn back to her or his country. Some cases the students need to buy different thing for their daily life, as the ones said before, but there are some other student going back to home. That is when they can share the things. The people that are leaving can donate, swap, or lend their goods. In some other cases, the students can get from citizens things that is not necessary to buy, or is just useless, like a drill just to make one hole. The neighbor can have it, that way they have a solution to the problem and at the same time start to know the neighbors in their new place. These students are independent economically, so they need to save the money, they start to learn how to administrate it. They have to use the money in things that before didn’t like the household expenses, like energy.

1 Barna, Z. (n.d.). Central European University. Retrieved November 2011, from Central European University: http://www.ceu.hu/academics/exchange/erasmus

-153- USER DESCRIPTION

Needs the basic living objects Needs a network connection Internet Access Diversity in cultures Open to know people

Take something to the new place InternationalForgiven Students Interested on new Adaptability experiences AND ANALYSIS

Alone Traveling

Experiencing new activities Short time

Short time of living in a new place

New places

Students19 - 30 Years old Economic Need a job or independent any income Changing the way of life Developing the project

6.3 Developing the project

To develop the project, it is make an example in a case that can occur constantly. It is a student that arrives to a new country, to a new home, only with one baggage and to a place that haven’t been before. When arrives to the new home, found that needs to open a hole in the wall to hang a picture. But in her new home there is not a drill or something to open a hole. So she goes to Internet and look for one. But as she is a student, and needs to save the money she have, she needs to find cheap solution. On Internet she found a browse that can give her the information about where she can borrow a drill. In the next graphic it is illustrated the situation.

International Student

New Home

New Fornit ure

! Needs a Drill -156- 6 DEVELOPING THE PROJECT

?

Where she can find a Drill?

Looks in google Website

-157- Developing the project

6.4 Guide Lines of the Project

Reputation: Creates a value of a person across communities and marketplaces depending on the behaviour. The reputation is acquired by the time you get known by the others, the neighbors, and friends. The reputation depends on a social entity, where you are involved in. it is an opinion about your activities in that entity or community, a social evaluation on a set or criteria. It is the component on the identity as defined by others.

Encourage:

Stimulates the users to have Precycling attitude. Encourage is to stimulate somebody by any kind of assistance. And it is important to stimulate the people to act as Precycling, and principally to understand it. It is important for the people to receive stimulation from others, and especially when it is bringing any kind of benefit.

Communication:

Gives the main aspects to understand the different terms and what users needs. It needs to bring a clear interface for the user. The communication is the when the meaningful information is expressed. To a good communication it is require a sender, that is the website, a message, and a recipient, that is the user.

Integration:

Get what exist in one single service source. All this can be do it with the mash up. A mush up is going to be explaining after. The integration occurs when different services are getting together to bring a better service.

Personalized:

Generates a profile of each user depending on their interests, necessities and behaviour. The profile gives security to the user, this way each user can see things about others, and what is more important, they can see the reputation of each user. As we saw before, the reputation is the most important aspect for the users in the Internet, just because it is the only thing that you can know about the other, and how you can trust them.

Trustfulness:

Generates trust between strangers. The trust is very important, if there is not trust, there are not going to be new relationships. For this the users need to take some risk, you don’t know a person until you meet him. The risk taken is going to generate trust and new relationships between neighbors.

-158- 6

Integrative:

Generates socialization and interactions between the neighbors and creates new groups of friends and social groups, volunteers groups and others. Integrative gets the people together without carrying about the culture, where comes from. Creates a community of Precycle.

Adaptability:

Easy adaptation to different situations and style of life changes. Many times the users need to accommodate to others users, in different situations. It important for this the tolerance from the users to others, because every is different.

Participation:

Creates new relationships between users and neighbors.

Reputation Creates a value of Participation a person across Creates new communities and relationships between marketplaces Encourage users and neighbors. depending on the Stimulates the behaviour users to have a Precycling attitude Adaptability Easy adaptation to different situations and Communication style of life changes. Gives the main aspects to understand the different terms and what Integrative users needs. Generates socialization and interactions Integration Get what exist in one Personalized single service Trustfulness Generates a profile of source Generates trust each user depending between strangers on their interests, necessities and behaviour

-159- Developing the project

6.5 Understanding Mash-ups

In Web development, a mashup is a Web page or application that uses and combines data, presentation or functionality from two or more sources to create new services. The term implies easy, fast integration, frequently using open API and data sources to produce enriched results that were not necessarily the original reason for producing the raw source data. The main characteristics of the mashup are combination, visualization, and aggregation. It is important to make existing data more useful, moreover for personal and professional use. Different Websites

Spread websites

-160- 6 To be able to permanently access the data of other services, mashups are generally client applications or hosted online. Since 2010, two major mashup vendors have added support for hosted deployment based on Cloud computing solutions; that are Internet-based computing, whereby shared resources, software, and information are provided to computers and other devices on demand, like the electricity grid.2

In the next illustration it is explain what is a mash-up.

2 Wikipedia. (n.d.). Retrieved November 2011, from http://en.wikipedia.org/wiki/Mashup_ (web_application_hybrid) Search locator services

Combine Services a single website

Create new services Characteristics: Collaborative -Combination -Visualization Different Chooses -Aggregation Different Options -161- Developing the project

6.6 Website Propose

Here we will see some layout from the website propose. It was created a logo for Collaborative Precycle and some color were established. COLLABORATIVE

Following the guidelines, there was establish the following access. The general information, what is Precycle, about us, and contact.

What is ? About us Contact

Then it is a series of buttons where it says: What are you looking for? These bottoms are indicating different objects, the first one, which is going to be an example is the tools, where we can find the drill.

What are you looking for? See more

Then we can see five buttons, where it is explain how it works, you can find different actions by the location, favorite sites, your profile and your community. In the location you can search people close to you to share things easily. The user can save some favorite sites, where can access directly. The profile is very important, as how we said before, it creates the reputation of each users. As in this mash-up is creating a single service regrouping different sites, the profile can be use to different sites, so you just need to create one profile and used to all the sites. That way the reputation is not only created on each website, but all together if you use more services at once, the reputation is going to growth.

How it works? Location Favorite sites Your profile Your community

In the first layout it is shown when you want to find a drill by the location, first it will show in the world, and then in the specific place or city you want it. In the second layout, it is shown the drills that are at Turin, Italy. So the user can look and see his own position, and decide which one to choose and in

-162- 6

COLLABORATIVE What is ? About us Contact

What are you looking for? See more

Find what ever you want by: How it works? Location Favorite sites Your profile Your community

ACTIONS Drill

ACTIVITIES

CATEGORIES

Your city: TORINO which way. On each possible actions with drills, it will show the website, the link to get in, and some other users that you have interacted before.

What is COLLABORATIVE ? Abou t us Contact

What are you looking for? See more

Find what ever you want by: How it works? Location Favorite sites Your profile Your community

ACTIONS

ACTIVITIES

Drill Drill CATEGORIES Learn more Barters ht tp://www.zerorelativo.it/

Your cit y: TORINO

-163- Developing the project

If the user is interested in getting more info about that website, it will show the basic information. Here it is the example with Zerorelativo, from Italy.

What is COLLABORATIVE ? Abou t us Contact

What are you looking for? See more

Find what ever you want by: How it works? Location Favorite sites Your profile Your community

ACTIONS

What is about? Zerorelativo want to disseminate new models of consumer-oriented to social welfare & to the environment. The goal is a ZR critical consumption, a ACTIVITIES form of exchange that can be applied to everyday life. Barter, loan and gift of shares to have high educational value, promoting simple actions smart consumer and promotes lifestyles that take into account environmental & social impact of our daily Story Drill Is the brainchild of Paolo Severi, a vague knowledge of the Internet and the help of Max and Lorenzo created the first Italian portal for online trade. Zerorelativo, means that each object has its own Drill CATEGORIES Learn more Barters Category: Collaborative Lifestile ht tp://www.zerorelativo.it/ Actions: Bartering Activity: Bartering Name: Zerorelativo Country: Italy Since: 2006 Online: YES Link: http://zerorelativo.it/chi-siamo.php Type of Business: Privatly owned/Non profit System: Exchange your product without money Way of earnings: No earnings Users Condition: Needs to be a member

Your cit y: TORINO

In the left, there are others three buttons where you can found for actions, activities and categories. On each one of those you can find the description and what it means. If the user wants to swap something, is going to the actions and select swapping, to search the different things that can do with swapping. But if the user knows exactly what he want, as peer-to-peer travel, because is going to travel and wants a place to stay, the user goes to the activities, and select the activity desired, in this case peer-to-peer- travel. Finally can also learn about the three categories, and look for the different activities on each one. Find what ever you want by:

ACTIONS

ACTIVITIES

CATEGORIES

-164- 6

What is COLLABORATIVE ? About us Contact

What are you looking for? See more

Find what ever you want by: How it works? Location Favorite sites Your profile Your community

ACTIONS Bartering Gifting Donating Gift, a present or Barter, to exchange something which Donate, to give money or goods for other things is given goods to help a person or rather than for money organization ACTIVITIES Swapping Sharing Swap, to give something and be given something else Borrowing Share, to have or use some- instead; to exchange Borrow. to get or receive some- thing at the same time as thing from someone with the someone else intention of giving it back after a CATEGORIES Trading period of time Peering Trade, the activity of buying Peer, a person who is the and selling, or exchanging, same age or has the same goods and/or services Reusing social position or the same between people or countries abilities as other people in Reuse, to use a group Lending something again Lend, to give something to Renting someone for a short period of Rent, offered by the owner for time, expecting it to be given someone else to use in back exchange for money Action: SHARING

What is COLLABORATIVE ? Abou t us Contact

What are you looking for? See more

Find what ever you want by: How it works? Location Favorite sites Your profile Your community

ACTIONS Art Rental Free/Gift Exchanges Ride Sharing Bartering Gardens Shared studios/Workshops Big Marketplaces General Online Rental Skill sharing ACTIVITIES Bike Sharing Movies Social Food Networks Car Sharing Neighborhood Marketplaces Social Lending Clothing swaps Neighborhood Rental Solar Power CATEGORIES Coworking spaces Neighborhood support Storage Networks Coworking Spaces Finders Organic Farming Swap sites CrowdFunding Parking Spots Taxi Sharing Errand & Task Networks Peer Rental Textbook Rental Fashion Rental Peer-to-Peer Car Sharing Toy Rental Food Exchange Peer-to-Peer Travel Unique Experience Marketplaces Used Electronics Acti vi ty: SHARING

-165- Developing the project

What is COLLABORATIVE ? About us Contact

What are you looking for? See more

Find what ever you want by: How it works? Location Favorite sites Your profile Your community

ACTIONS

ACTIVITIES

CATEGORIES Product Service Systems Collaborative Lifestyles Redistribution Markets Pay for the benefit of using a prod- It’s not just physical goods that can Redistribute used or pre-owned uct without needing to own the be shared, swapped, and bartered. goods from where they are not product outright. Disrupting tradi- People with similar interests are needed to somewhere or someone tional industries based on models banding together to share and where they are. of individual private ownership. exchange less tangible assets such as time, space, skills, and money.

Category: Collaborative Lifestyles

-166-

Conclusions

The collaborative Precycle is an attitude that all the people need to take. As more people that gets this attitude, more get stronger, the critical mass becomes important to the collaborative Precycle, as trust and the connectivity of the Internet. If there aren’t enough people offering or demanding those goods and services, then these systems quickly wither.

So there are three important aspects to make the collaborative consumption growth up, to stop consumption, the critical mass, the trust and the Internet. All together can create a bigger change on social lifestyles, behaviour and the way we live.

That is way the importance of a service where you can find all services together, if a person wants to get the attitude of Precycling, have the necessary tools to do it, in a right way. This website also is going to help people to understand what they can do with all the objects they have at home, and how they can help others.

This is a propose that needs to be develop in the future, the next step will be to develop the website on internet and see the results.

Bibliography

Chapter 1 Consumption, brief story and actual situation Arriba, M. d. (2011, January). Economia y sociedad. Retrieved August 2011 from http://economia.migueldearriba.net/2011/01/comprar-tirar-comprar/

Augé, M. (1995). Non-places. Introduction to an anthropology of supermodernity. London: Verso.

Dannoritzer, C. (Writer). (2011). To Buy, To Throw Away, To Buy; the Secret History of Planned Obsolescence [Motion Picture]. Spain.

Dictionary Reference. (n.d.). From Dictionary.com: http://dictionary.reference. com/browse/collaborate

Dictionary, C. A. (n.d.). Retrieved June 26, 2011 from http://dictionary. cambridge.org

Fabris, G. (2003). Il Nuovo Consumatore: Verso il postmoderno. Milano, Italia: FrancoAngeli.

G. Vattimo, J. M. (1994). En torno a la posmodernidad. . Barcelona: Anthropos.

Granados, V. (n.d.). La Posmodernidad. Retrieved June 21, 2011 from http:// sepiensa.org.mx/contenidos/2006/l_posmo/posmo_1.htm

La formación de las monarquías feudales en la Europa occidental, el origen de los estados modernos. (n.d.). Retrieved June 18, 2011 from http://www.fortunecity. es/imaginapoder/humanidades/587/monarquiasfeudales.htm

Lanzavecchia, C. (2004). Il fare ecologico, il prodotto industriale e i suoi requisiti ambientali (2nd Edition ed.). Torino, Italy: Time & Mind Edizioni.

Latouche, S. (2011). Il tempo della decrescita. Milano: eléuthera.

Leonard, A. (n.d.). Extraction.

Leonard, A. (n.d.). The Story of the Stuff. Retrieved July 2011 from http:// storyofstuff.org/index.php

Lipovetsky, G. (2005). Hypermodern Times. Great Britain: Polity Press. Bibliografy London, B. (1932). Ending the Depression Through Planned Obsolescence. From http://upload.wikimedia.org/wikipedia/commons/2/27/London_(1932)_ Ending_the_depression_through_planned_obsolescence.pdf

Magnanimo, A. (n.d.). Il pensiero di Vattimo. Retrieved June 18, 2011 from http:// www.filosofico.net/vattimo.htm¿Qué es la postmodernidad? (n.d.). Retrieved June 18, 2011 from Las Olimpiadas Nacionales de Contenidos Educativos en Internet: http://www.oni.escuelas.edu. ar/olimpi2000/bs-as/cultura-ligth/postmo.htm

Raaij, G. A. (1998). Consumer Behaviour. London: Erasmus University.

Revueltas, A. f. (1990). Modernidad y Mondialidad. Retrieved June 2011 from Biblioteca “Raúl Bailleres Jr.” de Mexico : http://biblioteca.itam.mx/estudios/ estudio/letras23/notas/sec_2.html

Solé, C. (1998). Modernidad y modernización. Barcelona, España: Anthropos Editorial.

Chapter 2 Collaborative Consumption Botsman, R., & Rogers, R. (2010). What’s Mine Is Yours: The Rise of Collaborative Consumption. New York: HarperCollins Publishers.

Commons, C. (n.d.). Retrieved August 2011 from http://creativecommons.org

Dictionary Reference. (n.d.). Retrieved July 2011 from Dictionary.com: http:// dictionary.reference.com/browse/collaborate

Generation, W. (n.d.). The We Declaration. Retrieved July 2011 from http://www. gen-we.com/sites/default/files/We%20Declaration.pdfKeen, A. (2011, November 14). Why The Collaborative Consumption Revolution Might Be As Significant As The Industrial Revolution (TCTV). Tratto il giorno November 2011 da Tech Crunch: http://techcrunch.com/2011/11/14/why-the- revolution-tctv/ collaborative-consumption-revolution-might-be-as-significant-as-the-industrial- McColgan, S. (2010, Dicember 1). The Rise of Social Media and The Sharing Economy. Retrieved august 2011 from Money Saving Blog: http://www. promotionalcodes.org.uk/21058/the-rise-of-social-media-collaborative- consumption/

Stats, I. W. (2011, March 31). Internet World Stats. Retrieved August 18, 2011 from Internet Usage Statistics: http://www.internetworldstats.com/stats.htm Tunguz, T. (2011, March 10). The New Market Places - Peer to Peer Collaborative Consumption. Retrieved August 2011 from Entrepreneurship Review: http:// miter.mit.edu/article/new-market-places-peer-peer-collaborative-consumption

Walsh, B. (2011, May 17). Today’s Smart Choice: Don’t Own. Share. Retrieved August 2011 from TIME Specials: http://www.time.com/time/specials/ packages/article/0,28804,2059521_2059717_2059710,00.html

Work, T. (n.d.). Weconomy. Retrieved July 2011 from Weconomy: http://www. weconomy.it/

Chapter 3 Categories, activities and case studies of Collaborative Consumption (UNEP), U. N. (n.d.). The role of Product Service System In a sustainable society. Paris, France.

Cohen, A. (n.d.). Sito web Alta Bicycle Share. Retrieved November 2011 from Alta Bicycle Share: http://www.altabicycleshare.com/

Dearnaley, M. (n.d.). Agency seeks substitute for NextBike’s shelved hire fleet. Retrieved November 2011 from Nzherald: http://www.nzherald.co.nz/ auckland-region/news/article.cfm?l_id=117&objectid=10700595

Drive My Car Rentals. (2011). Retrieved November 2011 from Drive My Car Rentals: http://www.drivemycarrentals.com.au/

Fehrenbacher, K. (2011, October 9). A cheat sheet of peer-to-peer car sharing players. Retrieved November 2011 from Gigaom: http://gigaom.com/ cleantech/a-cheatsheet-for-peer-to-peer-car-sharing-players/

Manzini, E. (n.d.). Creative Communities for Sustainable Lifestyles. Milano.

Sito web Denver Bike Sharing. (n.d.). Retrieved November 2011 from Denver Bike Sharing: http://www.denverbikesharing.org/

Chapter 4 Understanding Precycle Business Dictionary. (n.d.). Retrieved August 2011 from http://www. businessdictionary.com/definition/precycle.html Bibliografy Center, A. (n.d.). Web Resources for Environmental Justice Activists. Retrieved

AugustThink simple. 2011 fromThink The ahead. basics Precycle of Landfills:. (n.d.). http://www.ejnet.org/landfills/Retrieved August 2011 from No Waste Wednesdays: http://nowastewednesdays.wordpress.com/2011/08/10/think- simple-think-ahead-precycle/

Waste Reduction & Recycling. (n.d.). Retrieved August 2011 from Department of Enviromental Conservation: http://www.dec.ny.gov/chemical/8826.html

Wastes - Non-Hazardous Waste - Municipal Solid Waste. (n.d.). Retrieved august 2011 from United States Environmental Protection Agency: http://www.epa. gov/osw/nonhaz/municipal/landfill.htmWhat is Recycling

. (n.d.). Retrieved August 2011 from Benefits of Recycling: http://www.benefits-of-recycling.com/whatisrecycling.html Chapter 5 and 6 Collaborative Precycle and Developing the project Wikipedia. (s.d.). Tratto il giorno November 2011 da http://en.wikipedia.org/ wiki/Mashup_(web_application_hybrid)

Zerorelativo. (n.d.). Retrieved June 2011 from Zerorelativo: http://www. zerorelativo.it/