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Havas Prosumer Report: The New Consumer and The Sharing Economy

Havas conducted a survey of consumers in 29 markets around the world with the aim of developing a deeper understanding of people’s feelings about consumerism in relation to both economic growth and their own personal happiness.

The study found that the majority of people feel that overconsumption is putting society and our planet at risk, yet this feeling is at tension with the other largely-held belief that consumption is good for the economy and good for one's country.

The study also singles out behaviors of the trend-setting lead user segment, "prosumers", to predict future mainstream behaviors. Based on this segment, the next wave of consumerism will be collaborative consumption, and this trend will benefit large companies that facilitate it.

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