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Life on demand, the real opportunity for entrepreneurs behind the crisis

April 8, 2020

Today a good or a service has value only if it can be shared, passed from hand to hand, reused, recycled and rented. Are you ready to start in this new economy?

4 min read

The opinions expressed by collaborators are personal.

Life on demand, the real opportunity for entrepreneurs behind the crisisLife on demand, the real opportunity for entrepreneurs behind the crisis

Until just last year, the rules in the economy were set by consumption. And this, in turn, had a great maxim: either bought or not. The mentality was to own, to be an owner was synonymous with status . Everything that was within that basic and simple scheme, but at the same time restrictive and dominant for what left many people out, today became old and obsolete.

In this time of crisis, a new ecosystem is installed in the countries, a new economy that begins to define its rules, its values ​​and its ways. That it finds in digitization a vehicle to regulate this problem, part of a premise and a social conscience that puts an end to a culture of centuries: property is no longer a desirable objective . On the contrary. A good or service has value today if it can be shared, passed from hand to hand, reused, recycled and rented.

Renting an office to start a company or startup, renting a car on the weekend instead of paying maintenance all year round, a dress, furniture, tools, any form of exchange is welcome. This new modality expands the frontier of possibilities in entrepreneurship, what was previously a privilege for few becomes accessible today for many.

Perhaps the most interesting thing about this phenomenon is that, although the options multiply, this new style imposes non-consumption as the supreme value and highlights two words that today do not have a good reputation in Mexico: “austerity” and “frugality”.


Responsible consumers

In crises there is always a big winner. Which is, in turn, one of the motives behind this phenomenon: ecology. Nature returns from the waters of the periphery to the center. By nature it is recycled in the houses, it is composted, it is made and it is not bought, it is fixed. Every purchase decision, which until recently was made automatically, without measuring the damage to the environment, without considering the time of use, today is subject to careful reflection. Because the consumption of clothing is compared to the impact on the carbon footprint of driving a car for 80 kilometers, because the damage caused by the use of disposable diapers is irreversible. Every decision has an impact and we cannot be oblivious to it.

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Who is behind this revolution? Without a doubt, the generation of centennial and millennial entrepreneurs. They are the great actors in this transformation, those who set the pulse, those who mobilize against consumption, challenge multinationals. It is they who from Instagram can jeopardize a campaign that promotes the sale of processed foods with a million dollar investment. Those who encourage companies where they work to adopt the category of companies B , to say enough to plastic bottles, those who impose solid shampoo at the bar, and instead of going to a fast fashion store choose that small neighborhood, or clothing rental.

New entrepreneurial path

The entrepreneur's journey is complex. It requires not only social awareness but a new way of collaborating with large corporations, so that the digital transformation can be real. But out of necessity, out of conviction or pressure from the bottom, large companies are already adopting new modalities.

There are giants like IKEA that rent your furniture, or brands like Banana Republic that have a membership system that allows you to withdraw clothes and return them later.

This is a crisis that is just beginning and that forces entrepreneurs to rethink each action and its impact. It imposes new business rules and it fundamentally appeals the origin of goods and products. A fundamental question is left: what is property? If during the 20th century it was an objective, today, in this new collaborative economy, it is relegated.

What kind of business to undertake in this new economy? Practically any asset can be converted into a circular economy: restaurants, fashion, mobility, fixed asset income, the real estate sector, among others.

They are, we are, we will be users on demand and not owners. If you doubt, we entrepreneurs will have more opportunities than ever in the history of humanity.

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