Fractional Ownership - How Brands & Retailers Can Engage Consumers In The Sharing Economy

This PSFK guide is a deep-dive into fractional ownership for brands and retailers looking to understand the dynamics of this rapidly emerging paradigm.

Executive Summary

For years, the phrase “sharing economy” has been paving the way to fractional ownership, slowly creating opportunities for consumers to buy things as part of a shared group. Millennials who were integral to the shared-everything boom of the 2010s are now open to ownership and making investments, but some are still struggling to make large financial commitments. The new fractional economic system does not only democratize ownership and serve as an investment tool, it has a much more far-reaching impact. Along with the unfolding NFT market and introduction of web3 technologies, consumers are embracing new frontiers: partial ownership of assets, real estate co-owning, co-deciding, co-making and brand-backing with shares. Brands can leverage this change by allowing consumers to become brand stakeholders and partners who actively participate in co-creation and decision-making, while at the same time mapping out – along with the consumers – what modern a fractional ownership program really offers.

Fractional Ownership Report Overview

In this report, PSFK researchers explore the opportunities that brands and retailers can leverage as fractional ownership enters the mass-market. Supported by best-in-class examples of innovation, understand how leaders are tapping into co-ownership of fractional assets to enable democratic access to products or lifestyles, sell products, create experiences, engage consumers and build loyalty.

What You Will Learn From This Report

• How fractional ownership lays the foundation for new business models and what it means for brands
• Why consumers are open to co-sharing and what consumer needs drive this sharing economy trend
• Why co-owning a fractional asset is the future of brands, product innovation and community-building
• How fractional ownership programs are being used to create hyper-engaged and hyper-loyal communities
• What experiences can brands provide through fractional shares and other aspects of the fractional ownership model
• How brands enable individual owners of fractional properties and expensive fractional assets to become stakeholders and brand partners
• How blockchain and NFTs are supporting partial ownership, serving as proofs-of-ownership and proofs-of-fandom

Who Prepared This Report?

This store as service report was developed by the same PSFK research department that since 2004 has provided trends-led innovation consulting advice to Apple, BMW, Facebook/Meta, Google, Microsoft, Samsung and Volkswagen.