Imagine you're planning a much-needed vacation. You rent a home using an online site and pay in full to secure the deal. You board your flight and travel to your destination, excited to be far away from work and ready to relax. You arrive at your rental to get the keys -- and find out you've been scammed.
The euphemism is the "share" economy. A more accurate term would be the "share-the-scraps" economy. New software technologies are allowing almost any job to be divided up into discrete tasks that can be parceled out to workers when they're needed, with pay determined by demand for that particular job at that particular moment.
As a marketing professor and therefore an active researcher, I pay close attention to changes in consumption and how these changes might impact marketing strategy. Below, I outline ten observations related to consumer trends and offer questions for you to contemplate as you fine-tune your marketing strategies for 2015.