This PSFK guide is a deep-dive into shared and fractional ownership for brands and retailers looking to understand the dynamics of this rapidly emerging paradigm.
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.
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.
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.
Starbucks is designing a digital community of global brand fans by leveraging web3 technologies to create a business-adjacent model of shared-loyalty and beneficial ownership.eBay Vault is the Future of Ownership and Collectible Investing
eBay Vault will be a secure storage facility and digital marketplace for valuable collectibles where users can invest fractionally in valuable collectibles, and transfer ownership from seller to buyer in a matter of seconds.BusyKid Allows Gen Alpha to Buy Fractional Shares in Companies
Chore-setting app BusyKid is aiming to make financial literacy accessible for young children and teens by giving them real-world experience managing the money they earn from chores. The app offers fractional shares from thousands of companies, including Amazon, Apple, Disney, Meta, and Google.