After hearing a lot about the sharing economy in the past ten years, the craze now seems to have passed. Society is more critical of the use of the term and the actual added value of platforms that offer these services. However, this doesn’t mean that the as-a-service-model has become any less popular. In fact, the coronavirus crisis seems to create even more demand for access to products and services at low cost and with minimal obligations. The difference is that this is now grouped under the much more pragmatic heading of the “rental economy”.
One of the most significant promises of digitalization is that it can make a wide array of transactions simpler and cheaper. This is where especially the rental, lending and sharing platforms excel; they enable us to have a simple and real-time overview of the availability of various goods, to book them and pay. This provides us access to an assortment of products and services, without having to purchase anything or being tied down by long-term contracts.In the past decade, the term sharing economy was widely applied. In the ideal sharing economy, consumers offer their own means when they’re not using them themselves. This allows for all sorts of capital goods to be used more efficiently, leading to a decrease in the use of natural resources and pollution in the manufacture of these goods. This would enable consumers to (partly) earn back their investment and increase their wealth. Moreover, the sharing economy would stimulate social cohesion by bringing people together and could revive old practices of shared ownership.Now, the term sharing economy has lost much of its cachet and, both in the framing of this market as well as in the services involved, we’re seeing a shift to a more traditional rental economy. The framing of the sharing economy has been done away with because the practice has failed to live up to the ideal, with all sorts of companies claiming to be part of the sharing economy without actually contributing anything in regard to the values the sharing economy purportedly upholds. Many of these companies (such as Uber) are in fact more a part of the gig economy or operate partly or entirely in a traditional rental market (such as Airbnb). As such, these companies have failed to contribute anything to achieve the societal goals of the sharing economy. With respect to the services involved, we can now carefully conclude that real consumer-to-consumer sharing is not without disadvantages. Although digital platforms are specifically able to bring together supply and demand and facilitate financial transactions, this doesn’t mean the transaction is always smooth, cheap or fair in the end. In practice, the use of a private share car is more complicated than hiring a car from a 24-hour car rental service; think of the key exchange and possible damage claims. On the side of the private provider, there are still high costs involved; a rented-out residence needs to be cleaned afterwards and acquiring good ratings requires time and effort. In other words, amateurism is inhibiting the growth of the real sharing economy. Nonetheless, the demand for cheap and temporary services is increasing and the (digital) rental economy is eagerly playing into this. Before the coronavirus crisis, it was already clear that the as-a-service model, in mobility for instance, caters to the needs of new generations. The crisis has enhanced this. First, because it has led to a demand for temporary solutions, e.g. regarding work space and office furniture and personal mobility solutions. In the longer term, the crisis will also leave us with lasting economic and societal trauma, and chances are that many of us will not be very eager to commit to any long-term obligations for fear that another crisis, of any nature, will create problems for us. This kind of no-strings-attached mentality plays into the hands of as-a-service providers.The rhetorical and factual transition from a sharing economy to a rental economy is also interesting and relevant with respect to the long-term success of this kind of service. We could view this as the unmasking of the supposedly socially committed millennial. The sharing economy has specifically fed into this image, with its ideals such as cohesion and sustainability, but it now appears that millennials mostly want user-friendly services at low cost and with minimal obligations. In the longer term, this offers better (economic) perspective for providers of rental services than the “youthful idealism” aimed for by the sharing economy. The same appears to apply to Gen Z, who are said to have had an overprotective upbringing, causing in them a strong aversion to any potential source of worry. The success of Swapfiets is telling in this respect; Gen Z are more than willing to pay for services that relieve them of responsibilities.