New Business Models and Collaborative Consumption

How to increase value by sharing products? Opportunities for new business models and responsible consumption

Session partner:

Western society is currently facing the challenge of finding new ways to support lifestyles that are less resource intensive than our current ones. This requires a shift in consumer wants, status symbols and values. It also opens up opportunities for entrepreneurs and multinational companies to test and apply new and different business models, namely “collaborative consumption”, e.g. the sharing, lending and swapping of products. Collaborative consumption requires new roles for consumers, and for business to get involved in peer-to-peer business models and to interact with each other more closely.
The workshop will demonstrate examples of collaborative consumption from all over Europe. These will include peer-to-peer car sharing, renting and swapping of private homes, lending or sharing machinery, insurance systems between friends, commercial renting models for children’s toys, and people’s supermarket. Practitioners will share their insights on success factors and barriers to these new business models.

Interactive Opening: Which collaborative consumption model have you experienced? Which one would you like to experience? (5-10 min)
Impulse Presentation:
“New Business Models 2030 – Collaborative Consumption”,

Michael Kuhndt, Director, Collaborating Centre on Sustainable Consumption and Production, CSCP (15 min)

The panel will bring together experts from collaborative consumption businesses, consumer organisations and NGOs to discuss the benefits, success factors and barriers to collaborative consumption.

Key questions of the panel:

Moderator: Dr. Nadine Pratt, Team Leader Sustainable Business and Entrepreneurship, CSCP

Catrin Krueger, Verbraucherinitiative e.V.

Jörg-Andreas Krüger, Head of the Department for Nature Conservation and Environmental Policies, NABU

Gunnar Froh, Airbnb Germany

Horst Häring, Head of Business Development D-A-CH, Floow2

The aim will be to demonstrate the potential of collaborative consumption and business models

Session tasks:        

1.    Discuss reasons and rationales for collaborative consumption.
2.    Identify opportunities for the reduction of environmental impacts and more sustainable lifestyles via collaborative consumption.
3.    Show examples of different business models based on collaborative consumption and discuss rationales and revenue models.

Best Practice Cases:

1) Airbnb
Airbnb is one of the largest community marketplaces for renting private homes – from a single apartment to a castle. Renting can be done online or via mobile phone. Airbnb operates in 26,000 cities in 192 countries.

2) Floow2
FLOOW2 is an online market place for companies. Floow2 allows companies to trade (share) free capacities between each other. Currently, floow2 offers machinery and vehicles from the construction and agricultural sector. New sectors are planned for the near future.

Background Information:

  2. Jürgen Howaldt and Michael Schwarz: Social Innovation: Concepts, research fields and international trends,
  3. Gerd Scholl, Lasse Schulz, Elisabeth Süßbauer, Siegmar Otto: Nutzen statt Besitzen – Perspektiven für ressourcen- effizienten Konsum durch innovative Dienstleistungen,[pointer]=6&cHash=3de12224cc13d716b8925a1664c832f6
  4. Heinrich-Böll-Stiftung in Zusammenarbeit mit dem Naturschutzbund Deutschland e.V.: Nutzen statt Besitzen - Auf dem Weg zu einer ressourcenschonenden Konsumkultur,

in cooperation with:
UTZ certified
Rewe Group
Rainforest Alliance
Soil and More
WWF Deutschland
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