Peer to peer (P2P) consumerism trend – in the radar of Trendwatching’s Team, as of their definition:
“Peer-to-peer buying, renting and sharing set consumers free in a world of new possibilities. (…) the expectations created by P2P – of a more meaningful consumerism – will converge with other, equally powerful expectations that peer-to-peer should make life better for everyone, not just a lucky few.
One consequence? Consumers will increasingly look to brands to build PEER ARMIES: networks of ordinary peers who can supercharge a brand’s service, or allow that brand to offer something entirely new. But beware: customers will demand that those ARMIES bring benefits to everyone involved!”
See the Trendwatching original presentation: Peer Armies .