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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.