People don't own cars, holiday homes or music anymore. Why do we keep on spending thousands on technology? Ownership is not the right to use a product, it's the right to exclude others to use it. That's not the way people want to interact today.
Smart alternative to buying in the nothing-owned era. Easy access to all the experiences and not that only one people can afford. Maximise value and minimise waste. Possibility of trying a product before committing to it. Creative finance.
The 21st century consumer: Creators, experience-seekers, early adopters, conscious consumers, entrepreneurs, curious users . We build a community that define themselves by the things they do and not by the things they own.