What does the growing trend of collaborative consumption (CC) mean for marketers? In this video, Campbell Mithun presents data gathered from a national quantitative survey on consumer attitudes about the growing trend. Campbell Mithun partnered with Carbonview Research to conduct the study in January 2012. 

It’s important to note a few key points from their study:

1. Collaborative consumers tend to have higher salaries ($75,000+). 
2. Establishing trust is important to getting people involved in CC platforms.
3. Categories most ripe for CC are books, lawn care/equipment, household goods/tools, groceries, electronics, transportation.

For marketers, understanding who is participating in CC and what they are sharing can open up new revenue streams and new consumer touchpoints by augmenting current products with cc sharing systems. If designed properly, such cc sharing systems can create a hard-to-mimic competitive advantages for brands.