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Trends Sharing economy 3/4


selling new goods indefinitely without considering the consequences.” For Barry, the sharing economy is an opportunity for M&S, rather than a threat to the company – established over a century ago – and other traditional retailers.


He says: “This is going to happen any- way, whether we like it or not, for exam- ple access to eBay via the internet, or people connecting through social media. “It’s going to happen, so traditional retailers have to find a way to adapt their business model. The shwopping cam- paign is our contribution as we increas- ingly look at different ways we can par- ticipate in the economy – creating value for both the company and wider society. “The future is about something new – a hybrid approach.” By-the-hour vehicle rental companies such as Zipcar are perhaps the most visible of the sharing economy’s busi- ness success stories, with a clear link to reduced environmental impacts. General manager Mark Walker says: “Zipcar is the leading pay-as-you-drive car club, providing very convenient, simple, cost-effective access to cars for individuals and increasingly businesses


Business success: Zipcar, a pay-as-you-drive car club


and public sector organisations.” A network of vehicles is parked all over a city, with smart phone technology used to book and access rental cars. Customers pay by the hour for a car supplied with fuel, insurance, roadside assistance cover


and inclusive congestion charge pay- ments. Walker says Zipcar is very proud of its positive impact on carbon emissions, with its research suggesting each of its vehicles puts 20 privately owned cars


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