The Subscription Mindset

Following in-depth study, Christian Purser reveals why subscription models beat ownership every time

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For close to two decades, Interbrand has been calculating the brand value of the top 100 global brands. It will surprise few that, in that time, technology brands have risen inexorably to the top of the tree. six of the top 10 most valuable brands are tech brands, which, when we consider the radical change that technology has brought to our lives — how we spend our time, attention and money — makes sense.

But technology isn’t changing only where we spend money, but how. This in turn is increasingly changing not just business, but business models. The concept of ownership looks increasingly passé to the children of this generation. They want access, not ownership. A relationship, not a transaction. Flexibility, not commitment.

It’s a fair bet that you have Netflix, Amazon Prime and Spotify — or more likely all three. Perhaps you also have Adobe Creative Cloud, or joined the Dollar Shave Club. Maybe you’ll be eating a meal kit from Hello Fresh for dinner this evening. The rise of the subscription economy knows few limits.