Intimo più mare n° 209 - Settembre 2017

ENGLISH TRANSLATION
Shared consumption thus coincides only partially with the
sharing economy, producing socio-psychological dynamics of
great importance: empathic relationships, affinities of values,
credibility of protagonists and social capital. In a word: economy
of reputation. In this world metamorphosis - described
by Ulrich Beck in his latest book - it emerges how important
it is to redefine the meaning of common goods, value them,
manage them in a new way, for example by introducing new
partnerships, profit and non-profit and activating initiatives
of social innovation, based on relationships of trust and gratitude.
Only in this way will it be possible to think about the very
redefinition of marketing strategies, for example to follow the
path of social surprise which is marked by social innovation.
Traditional segmentation - increasingly less effective - imply
a concept of marketing for exclusion and not for inclusion.
On the contrary, today it is necessary to identify the starting
nucleus (a taste, a talent, a passion), which can then inclusively
transfer the quality of the experience to the market as
a whole. In this contagion the Italian Experience works in
the same way as the American Dream, involving people of
all generations: just think of the world of food and cuisine
in Italy. The trends that we present today define four potential
consumption dimensions in line with an increased
realism: Self Coding works in the direction of self improvement;
WeBig paves the way for collaborative consumption;
Life Wrapping defines the quality of consumption as a
wrapper envelops personal existence and finally Engaging
Issues that raises awareness to a renewed social ethic,
through virtuous practices and solid solutions, which in the
past did not make ideological vision possible. It is in this
open-air laboratory that companies will have to deal with
the challenge of new consumption.
SELF CODING
Only a few decades after decoding the human genome, the
idea seems consolidated that the codes and algorithms can
really allow the creation of a better self. Today, people are
able to gather more and more information about themselves,
discovering the inclination to invest time in the daily practice
of lifelogging. The hypothesis that begins to emerge is that
life itself could be governed by a series of codes and rules to
discover, exploit, optimize, and may be even rewrite. It does
not matter whether it comes to checking and tracking calories,
weight or sexual performance, wearable’s and apps exist
that support ones own search for a healthier and more productive
life. The growing pervasiveness of self-tracking and
the use of wearable technology, implies a net improvement
in life, through targeted choices and opportunities, which
re-encode the perception of their own identity. Living algorithmically
becomes normal, and the idea materializes that
through motivation and self-discipline it is possible to optimise
skills and celebrate a new process of self-knowledge.
All this generates a strong impetus in people of all ages
and cultures: a competition with oneself and with others
and a feeling of continuous evolution of one's own identity.
Improving ones results in this way creates the belief that it is
possible to change ones identity following this path.
WEBIG
In a recent interview Robin Chase, Co-founder of Zipcar
said: “Think of the enormous loss of human potential linked
to patents, copyrights, trade secrets, certifications and credentials...
In the new collaborative economy, Innovation is
infinite. More minds working together will always be exponentially
smarter, more experienced and equipped than individuals
working within a single company or government".
What counts today at this stage of sharing and collaboration,
both for consumers and manufacturers, is not only
the circularity of resources or community building, nor the
“bargain”, but the right and virtuous use of existing assets:
technologies, knowledge and relationships. The consumer
understands that a shared use of "things" is the most efficient
kind of use and could minimize the costs and times of implementation,
as well as giving life to alternatives with a strong
impact in terms of systemic, environmental and productive
innovation. The novelty in this context is represented by
the new role of the Big Players, companies and institutions,
wishing on the one hand to establish a constant and transparent
dialogue with consumers and on the other, look for more
efficient and sustainable systems for their business. Their involvement
in the circular economy is inevitably defining new
rules. Thanks to innovative ideas, but above all to physical or
virtual platforms, which facilitate more structured collaborations,
new business opportunities are opened fueling both
micro and macro entrepreneurship.
LIFE WRAPPING
TThe pursuit of luxury in the classic sense is now a remnant
of the past, however to be pampered and surrounded by quality
products and services, able to satisfy the senses and emotions,
preferably accessible through limited investments, is
still relevant. In domesticity, those "precious" (not necessa-