As our industry recovers from the deep recession that we are told is now over, an emerging trend in consumer behavior dubbed
'Transumerism' seems to be becoming more prevalent in our society. The best definition that I could find was on
trendwatching.com.
"TRANSUMERS are consumers driven by experiences, by entertainment, by discovery, by fighting boredom, who increasingly live a transient lifestyle, freeing themselves from the hassles of permanent ownership and possessions. The fixed is replaced by an obsession with the here and now, an ever-shorter satisfaction span, and a lust to collect as many experiences and stories as possible. Transumers are driven more by experiences rather than the desire to own."
Examples of this trend can be seen with the growing popularity of Zipcars – represented by those who choose to forego ownership of cars, similar to SailTime and Freedom Boat Club in our industry. Women today can also actually rent handbags from companies like Bag, Borrow or Steal. I doubt seriously that Zipcars will have a major impact on any of the automakers, nor do I think women will stop buying handbags, but it is important to understand that such niches exist and thrive in today’s marketplace.
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