Do you ever wonder about the whether or not we will be able to switch to more Sharing Behaviours in society? Well here is a pointer.
Overall, there are several reasons to be fairly optimistic about the willingness to change behaviours and sacrifice things to engage in sharing. A fairly large amount of Swedes are positive or very positive towards making sacrifices.
Good to know is that the willingness to sacrifice is bigger within more traditional behaviours such as buying pre-used items and recycling. Whereas sharing behaviours that by definition involve other people, especially co-ownership, are less attractive.
Regarding sharing behaviours, we see a supply and demand problem as people are more willing to be on renting and borrowing side rather than being the one letting other people use their stuff. Co-ownership is something that almost 40% of the population are negative towards.