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Trends Sharing economy 2/4


smart and living smarter. It’s about using the things you have, but don’t need, to get the things that you do. “Finances are tough right now, so peo- ple have to find ways of doing more with less. The smartest companies are building their business models around the sharing of resources.”


Matofska says sharing is a radically dif- ferent approach to business – the busi- ness model of the future for a planet with finite resources. She says: “The smartest entrepreneurs are building businesses around sharing resources. And tradition- al brands can adapt to this new model. It’s the future, and those businesses that remain successful in the long run are going to be those that prove to be agile, flexible and willing to adopt new ways of doing business.”


Making sharing mainstream: The People Who Share Matofska cites retailer Marks & Spencer


– whose “shwopping” clothes recycling campaign aims to divert used clothing from landfill – as one of the traditional high street brands willing to “work with customers to lure them into a new way of thinking”. Mike Barry, M&S’ head of sustain-


able business, says: “We’ve supported Global Sharing Day, and see the sharing economy as rapidly emerging, driven by the resource crunch, difficult econom- ic times making it difficult for people to justify throwing potentially valuable goods when they could be exchanged,


and the growth of social media making it easier for people to connect.” Matofska says: “What we’re seeing is big brands like M&S incorporating shar- ing into their business model, for example through the introduction of shwopping, which provides an opportunity for con- sumers to bring back to the store unused item or those they no longer want. “This means instead of old clothes going to landfill, they are recycled through Oxfam. M&S has woken up, smelt the coffee and realised it needs to be think- ing about the company’s impact on the planet, and that it can’t just continue


traditional brands can adapt to this new model


The smartest entrepreneurs are building businesses around sharing resources. And


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