Rachel Botsman: The case for collaborative consumption

譯者: Adrienne Lin 審譯者: Joyce Chou

So today I'm going to talk to you

我今天要跟各位談的是

about the rise of collaborative consumption.

合作消費的興起

I'm going to explain what it is

我會先解釋這個詞

and try and convince you -- in just 15 minutes --

並用15分鐘時間，試著說服你們

that this isn't a flimsy idea,

這個想法是可行的、

or a short-term trend,

長期的

but a powerful cultural and economic force

我們現有的文化、經濟力量

reinventing not just what we consume,

讓我們消費的東西、如何消費

but how we consume.

展現出新樣貌

Now I'm going to start with a deceptively simple example.

先用個簡單的例子

Hands up -- how many of you

是的話請舉手，在座各位

have books, CDs, DVDs, or videos

你們有沒有書、CD、DVD、光碟

lying around your house

就擺在家中

that you probably won't use again,

很可能不會再用到

but you can't quite bring yourself to throw away?

但卻捨不得丟掉？

Can't see all the hands,

看不清楚每隻手

but it looks like all of you, right?

但似乎大家都舉手了

On our shelves at home,

我家中的櫃子上

we have a box set of the DVD series "24,"

放了一套影集"24"的DVD

season six to be precise.

精確來說是第六季

I think it was bought for us around three years ago for a Christmas present.

記得是三年前別人送的耶誕禮物

Now my husband, Chris, and I

我和我老公Chris

love this show.

都超愛這影集

But let's face it, when you've watched it once maybe, or twice,

但說實在的，當你看過一次，或兩次

you don't really want to watch it again,

你就不會再拿出來看了

because you know how Jack Bauer is going to defeat the terrorists.

因為你知道Jack Bauer會打敗恐怖份子

So there it sits on our shelves

那整套DVD就這樣放在櫃子上

obsolete to us,

完全用不到了

but with immediate latent value to someone else.

但對別人來說卻有潛在價值

Now before we go on, I have a confession to make.

在我往下講之前，我要先坦承

I lived in New York for 10 years,

我在紐約住了十年

and I am a big fan of "Sex and the City."

我愛"慾望城市"

Now I'd love to watch the first movie again

現在，我想要溫習電影版第一集

as sort of a warm-up to the sequel coming out next week.

因為續集下禮拜就要上映了

So how easily could I swap

那我用我不看的"24"

our unwanted copy of "24"

跟別人交換"慾望城市"

for a wanted copy of "Sex and the City?"

有多簡單？

Now you may have noticed

你可能已經注意到

there's a new sector emerging called swap-trading.

有個興起的行業叫"以物易物(swap trading)"

Now the easiest analogy for swap-trading

以物易物簡單比喻

is like an online dating service

就像線上交友一樣

for all your unwanted media.

只是交換的是媒體資料

What it does is use the Internet

基本上就是用網路

to create an infinite marketplace

創造無限的市場

to match person A's "haves"

可以將A的東西

with person C's "wants,"

配對到C的需求

whatever they may be.

不論這東西是什麼

The other week, I went on one of these sites,

幾週前，我逛了幾個網站

appropriately called Swaptree,

其中一個是Swaptree

and there were over 59,300 items

網站上有超過59,300樣東西

that I could instantly swap

是我用我的"24"

for my copy of "24."

可以換來的

Lo and behold,

注意囉

there in Reseda, CA was Rondoron

住加州Reseda的網友rondoron

who wanted swap his or her

想要用他/她的

"like new" copy of "Sex and the City"

"近全新慾望城市"

for my copy of "24."

交換我的"24"

So in other words, what's happening here

換句話說，這網站

is that Swaptree

Swaptree

solves my carrying company's sugar rush problem,

解決了我的困擾

a problem the economists call "the coincidence of wants,"

經濟學家稱之為"意願雙重巧合(the coincidence of wants)"

in approximately 60 seconds.

而且僅用約60秒的時間

What's even more amazing is it will print out a postage label on the spot,

更神奇的是，可以馬上印出購買標籤

because it knows the way of the item.

因為物品重量網站上都有紀錄

Now there are layers of technical wonder

像Swaptree這些網站背後

behind sites such as Swaptree,

有很多的技術面可以探討

but that's not my interest,

但我的興趣不是這個

and nor is swap trading, per se.

也不是以物易物本身

My passion, and what I've spent the last few years

我的興趣，我花了好幾年

dedicated to researching,

研究的東西

is the collaborative behaviors and trust-mechanics

是這些系統所隱含的合作行為

inherent in these systems.

以及信任機制

When you think about it,

你想想

it would have seemed like a crazy idea, even a few years ago,

幾年前，這可能會是很瘋狂的想法

that I would swap my stuff with a total stranger

把自己的東西就跟陌生人交換

whose real name I didn't know

連真實名字都不曉得的人

and without any money changing hands.

而且不是金錢交換

Yet 99 percent of trades on Swaptree

但Swaptree中有99%的交換

happen successfully,

都是成功的

and the one percent that receive a negative rating,

另外1%得到的負評

it's for relatively minor reasons,

是些相對細微的理由

like the item didn't arrive on time.

像是物品未即時送達等

So what's happening here?

所以這是什麼情況？

An extremely powerful dynamic

一個極度多元的

that has huge commercial and cultural implications

所隱含的商業、文化活動

is at play.

正在興起

Namely, that technology

也就是，科技

is enabling

促成了

trust between strangers.

陌生人間的信任

We now live in a global village

我們住在地球村

where we can mimic the ties

我們可以模擬出

that used to happen face to face,

以前面對面交易的情況

but on a scale and in ways

但就深度廣度而言

that have never been possible before.

是前所未見的

So what's actually happening

所以現在的情況就是

is that social networks and real-time technologies

社群網站和即時技術

are taking us back.

帶我們回到從前

We're bartering, trading,

我們開始物物交換

swapping, sharing,

以物易物、分享

but they're being reinvented

而且是用更多元

into dynamic and appealing forms.

更有吸引力的方式

What I find fascinating

我最著迷的

is that we've actually wired our world to share,

是我們其實天生就愛分享

whether that's our neighborhood, our school,

不管是鄰居間、學校

our office, or our Facebook network,

辦公室裡、臉書上面都是

and that's creating an economy

這創造了一種經濟情況 --

of "what's mine is yours."

我的就是你的

From the mighty eBay,

從偉大的eBay --

the grandfather of exchange marketplaces,

交換市場之祖

to car-sharing companies such as GoGet,

到GoGet這種汽車分享公司

where you pay a monthly fee to rent cars by the hour,

以小時計費供人租車

to social lending platforms such as Zopa,

還有Zopa這種社群租賃平台

that will take anyone in this audience

提供債主--例如是在座的各位

with 100 dollars to lend,

每人捐100元

and match them with a borrower anywhere in the world,

Zopa可以將款項借給世界角落的任一個人

we're sharing and collaborating again

我們再次的分享、合作

in ways that I believe

分享的方式，我認為

are more hip than hippie.

真是酷斃了

I call this "groundswell collaborative consumption."

我將這風潮稱為合作消費

Now before I dig into the different systems

在我深入探討合作消費的

of collaborative consumption,

各種系統之前

I'd like to try and answer the question

我想先回答這個問題

that every author rightfully gets asked,

每位作家都會被問到的

which is, where did this idea come from?

就是--這點子打哪來的？

Now I'd like to say I woke up one morning

我很想說，就某天一醒來

and said, "I'm going to write about collaborative consumption,"

就想到"我要來寫關於合作消費的書"

but actually it was a complicated web

但事實上是很複雜的

of seemingly disconnected ideas.

想法也看似不相連

Over the next minute,

下一分鐘

you're going to see a bit like a conceptual fireworks display

你們就會看到我概念的展現

of all the dots that went on in my head.

我腦袋中的各個點

The first thing I began to notice:

我注意到的第一件事是 --

how many big concepts were emerging --

很多大概念慢慢出現

from the wisdom of crowds to smart mobs --

烏合之眾的群體智慧

around how ridiculously easy it is

為了共同目標而聚集

to form groups for a purpose.

變成多麼簡單的一件事

And linked to this crowd mania

關於這種人群狂熱

were examples all around the world --

全世界都找的到例子

from the election of a president

從總統選舉

to the infamous Wikipedia, and everything in between --

到Wikipedia等等

on what the power of numbers could achieve.

聚沙成塔

Now, you know when you learn a new word,

你們會不會覺得，學到一個新字

and then you start to see that word everywhere?

就會到處都看到那個字？

That's what happened to me

我也是這樣

when I noticed that we are moving

當我注意到我們從

from passive consumers

從被動的消費者

to creators,

轉變成創造者

to highly enabled collaborators.

到極富能力的合作者

What's happening

現在情況是

is the Internet is removing the middleman,

網路消弭了仲介

so that anyone from a T-shirt designer

一個T恤設計師或是

to a knitter

編織衣服的人

can make a living selling peer-to-peer.

可以直接和消費者一對一接觸

And the ubiquitous force

這個一對一革命

of this peer-to-peer revolution

的普遍勢力

means that sharing is happening at phenomenal rates.

表示"分享"以驚人的速度發生著

I mean, it's amazing to think

我的意思是，想到

that, in every single minute of this speech,

這演講的每秒鐘

25 hours

25小時後

of YouTube video will be loaded.

就會被上傳到YouTube

Now what I find fascinating about these examples

我深迷這些例子是因為

is how they're actually tapping into

它們其實都和我們的

our primate instincts.

動物本能密切相關

I mean, we're monkeys,

我意思是，我們原是猴子阿

and we're born and bred to share and cooperate.

我們就是生來分享、合作的

And we were doing so for thousands of years,

幾千年以來都是如此

whether it's when we hunted in packs,

不管是成群打獵

or farmed in cooperatives,

或是合作農耕

before this big system called hyper-consumption came along

在所謂的"過度消費"情形到來之前

and we built these fences

我們築起高牆

and created out own little fiefdoms.

創造自己的天地

But things are changing,

但世界正在改變

and one of the reasons why

其中一個原因就是

is the digital natives, or Gen-Y.

這些Y世代、數位中長大的一群

They're growing up sharing --

他們在分享中長大 --

files, video games, knowledge.

分享檔案、電玩、知識

It's second nature to them.

對他們來說是第二天性

So we, the millennials -- I am just a millennial --

我們這一輩的人

are like foot soldiers,

就像步兵

moving us from a culture of "me" to a culture of "we."

慢慢從"我"的文化走向"我們"的文化

The reason why it's happening so fast

轉變如此快速的原因

is because of mobile collaboration.

是因為行動方便的合作

We now live in a connected age

我們都相互連結著

where we can locate anyone, anytime, in real-time,

可以即時的找到某人的行蹤

from a small device in our hands.

且利用手上的小東西就可辦到

All of this was going through my head

這想法在我腦子裡激盪著

towards the end of 2008,

一直到2008年底

when, of course, the great financial crash happened.

這時候遇到了經濟危機

Thomas Friedman is one of my favorite New York Times columnists,

Thomas Friedman是我最喜歡的紐約時報專欄作家之一

and he poignantly commented

尖刻的評論

that 2008 is when we hit a wall,

2008年我們碰了壁

when Mother Nature and the market

我們的天性及市場

both said, "No more."

都說："夠了吧"

Now we rationally know

我們現在理性的了解到

that an economy built on hyper-consumption

以過度消費建造起的經濟

is a Ponzi scheme. It's a house of cards.

就像龐氏騙局，是不牢靠的

Yet, it's hard for us to individually know what to do.

但對於個人而言，我們不曉得該做些什麼

So all of this is a lot of twittering, right?

這些都只是瑣碎的想法

Well it was a lot of noise and complexity in my head,

我腦子裡的眾多聲音和難題

until actually I realized it was happening

直到我終於了解，這情況的產生

because of four key drivers.

是因為四件事的驅使

One, a renewed belief in the importance of community,

第一：對於群體重要性的新認知

and a very redefinition of what friend and neighbor really means.

和何謂朋友鄰居的新定義

A torrent of peer-to-peer social networks

第二：點對點的網路洪流

and real-time technologies,

和即時技術

fundamentally changing the way we behave.

徹底的改變了我們的行為

Three, pressing unresolved environmental concerns.

第三：迫切的環境問題

And four, a global recession

第四：全球經濟蕭條

that has fundamentally shocked

這徹底的衝擊了

consumer behaviors.

消費者行為

These four drivers

這四件事

are fusing together

融合在一起

and creating the big shift --

創造出新的轉變

away from the 20th century,

不同於20世紀

defined by hyper-consumption,

是以過度消費作定義

towards the 21st century,

我們前進的21世紀

defined by collaborative consumption.

是以合作消費來定義的

I generally believe we're at an inflection point

我深信我們正面臨回折點

where the sharing behaviors --

我們共享的行為 --

through sites such as Flickr and Twitter

透過像Flickr和Twitter這些網站

that are becoming second nature online --

由網路形成的第二天性

are being applied to offline areas of our everyday lives.

漸漸的在"下線"後，也應用到日常生活中

From morning commutes to the way fashion is designed

從上班通勤到流行設計、

to the way we grow food,

種植食物的方式

we are consuming and collaborating once again.

我們又再次消費、合作了

So my co-author, Roo Rogers, and I

我和我的共同作者Roo Rogers

have actually gathered thousands of examples

搜集了成千上萬的例子

from all around the world of collaborative consumption.

世界各角落合作消費的例子

And although they vary enormously

這些例子不論是成熟度、目的來說

in scale, maturity and purpose,

都大相逕庭

when we dived into them,

但我們深入研究後

we realized that they could actually be organized into three clear systems.

發現這些行為可以歸類成三大系統

The first is redistribution markets.

第一：市場的再分配

Redistribution markets, just like Swaptree,

市場的再分配 --就像Swaptree

are when you take a used, or pre-owned, item

將你用過的二手物品

and move it from where it's not needed

從物品的不需要處

to somewhere, or someone, where it is.

轉移到另一個物品的需要處

They're increasingly thought of as the fifth 'R' --

我們覺得這就是第五個"R"

reduce, reuse, recycle, repair

原本的"減少、再利用、回收、維修"

and redistribute --

加上"再分配"

because they stretch the life cycle of a product

因為可以延長物品的生命週期

and thereby reduce waste.

也因此減少浪費

The second is collaborative lifestyles.

第二：合作的生活方式

This is the sharing of resources

這是資源的分享

of things like money, skills and time.

像是分享金錢、技能、時間等

I bet, in a couple of years,

我敢說，幾年後

that phrases like "coworking"

辦公室共享(coworking)和

and "couchsurfing" and "time banks"

沙發旅行(couch surfing)、時間銀行(time banks)等概念

are going to become a part of everyday vernacular.

將會成為稀疏平常的事

One of my favorite examples of collaborative lifestyles

合作的生活方式中，我最喜歡的例子

is called Landshare.

是土地分享

It's a scheme in the U.K.

這是在英國找到的例子

that matches Mr. Jones,

Jones先生

with some spare space in his back garden,

將他後花園的一塊空地

with Mrs. Smith, a would-be grower.

借給Smith耕種

Together they grow their own food.

他們一起種植食物

It's one of those ideas that's so simple, yet brilliant,

感覺很簡單的概念，卻很天才

you wonder why it's never been done before.

你會想，怎麼從沒人這樣做

Now, the third system

第三個系統

is product-service systems.

是產品出借的服務

This is where you pay for the benefit of the product --

這是指 你付費使用某種東西

what it does for you --

但事實上

without needing to own the product outright.

並不全然擁有那樣東西

This idea is particularly powerful

這個點子，在講到一些

for things that have

高度閒置的資本時

high-idling capacity.

特別明顯有力

And that can be anything from baby goods

例子從嬰兒用品

to fashions to --

到流行... 甚至--

how many of you have a power drill,

家裡有電鑽的請舉手

own a power drill? Right.

各位家中有電鑽的？

That power drill will be used around 12 to 13 minutes

電鑽的使用時間，一生中

in its entire lifetime.

只有12-13分鐘

(Laughter)

(笑聲)

It's kind of ridiculous, right?

很誇張吧？

Because what you need is the hole, not the drill.

我們需要的是鑽出來的洞，不是電鑽阿

(Laughter)

(笑聲)

(Applause)

(掌聲)

So why don't you rent the drill,

那要用時，何不用借的就好

or, even better, rent out your own drill to other people

更好的情況，你將家中的電鑽租給別人

and make some money from it?

還可以賺點小錢呢

These three systems are coming together,

這三個系統結合起來

allowing people to share resources

讓人們在分享資源的同時

without sacrificing their lifestyles,

也不用犧牲本身的生活方式

or their cherished personal freedoms.

或是本身的自由

I'm not asking people

我並不是要說服各位

to share nicely in the sandpit.

一定要與人分享

So I want to just give you an example

接下來要講的例子

of how powerful collaborative consumption can be

是關於合作消費的影響力之大

to change behaviors.

大到能夠改變行為

The average car

一輛車平均

costs 8,000 dollars a year to run.

一年要花八千美金

Yet, that car sits idle

然而這輛車一天

for 23 hours a day.

有23小時是用不到的

So when you consider these two facts,

這樣算下來

it starts to make a little less sense

是不是覺得根本沒有必要

that we have to own one outright.

花錢去買車了

So this is where car-sharing companies

所以車子共享公司

such as Zipcar and GoGet come in.

像Zipcar和GoGet，就是這樣來的

In 2009,

2009年時，

Zipcar took 250 participants

Zipcar找了250參與者

from across 13 cities --

跨了13的城市

and they're all self-confessed car addicts

他們都承認自己開車狂

and car-sharing rookies --

也是車子共享的新手

and got them to surrender their keys for a month.

Zipcar要他們交出車鑰匙一個月的時間

Instead, these people had to walk,

因此，這些人必須走路、

bike, take the train,

騎腳踏車、搭火車

or other forms of public transport.

或是使用其他大眾運輸工具

They could only use their Zipcar membership

只有迫不得已的情況

when absolutely necessary.

才能使用Zipcar會員卡借車

The results of this challenge after just one month

一個月後的結果

was staggering.

非常驚人

It's amazing that 413 lbs were lost

這些人共減了413磅

just from the extra exercise.

因為額外的運動消耗了熱量

But my favorite statistic

我最愛的數據是

is that 100

250參與者中

out of the 250 participants

有100位

did not want their keys back.

不想要回他們的車鑰匙

In other words, the car addicts

也就是說，這些開車狂

had lost their urge to own.

失去想擁有車的慾望了

Now products-service systems have been around for years.

產品出借服務已行之多年

Just think of libraries and laundrettes.

像是圖書館、自助洗衣店等

But I think they're entering a new age,

但現在進入了新的境界

because technology makes sharing

因為科技讓分享

frictionless and fun.

變的有趣好玩

There's a great quote that was written in the New York Times

我引用紐約時報很棒的一句話--

that said, "Sharing is to ownership

「分享之於擁有」

what the iPod is to the 8-track,

「就好比iPod之於匣式錄音帶(8-track)」

what solar power is to the coal mine."

「就如太陽能之於煤礦」(後者皆過時了)

I believe also, our generation,

我也相信，我們這年代

our relationship to satisfying what we want

對於物品的滿足感

is far less tangible

遠比前一世代

than any other previous generation.

更加簡單容易

I don't want the DVD; I want the movie it carries.

我不要DVD片，我要的是裡面的電影

I don't want a clunky answering machine;

我不要笨重的答錄機

I want the message it saves.

我要的是裡面的留言

I don't want a CD; I want the music it plays.

我不要CD片，我要的是裡面的音樂

In other words, I don't want stuff;

也就是說，我不要外在的東西

I want the needs or experiences it fulfills.

而是那東西所能實現的需求與體驗

This is fueling a massive shift

這也慢慢創造了

from where usage trumps possessions --

"使用勝過擁有"的重大轉變

or as Kevin Kelly, the editor of Wired magazine, puts it,

就如Wired雜誌編輯Kevin Kelly說的

"where access is better than ownership."

「途徑比擁有更好」

Now as our possessions

我們身外之物

dematerialize into the cloud,

漸漸消失

a blurry line is appearing

對於什麼是我的、

between what's mine, what's yours,

什麼是你的、什麼是我們的這種

and what's ours.

模糊界線開始浮現

I want to give you one example

再跟各位分享一個例子

that shows how fast this evolution is happening.

告訴我們這個演化的速度多快速

This represents an eight-year time span.

這是八年的演進過程

We've gone from traditional car-ownership

我們從以往的"擁有一部車"

to car-sharing companies, such as Zipcar and GoGet,

到Zipcar和GoGet的車子分享公司

to ride-sharing platforms that match rides

到共乘分享平台

to the newest entry, which is peer-to-peer car rental,

最新的方式，是這種一對一的汽車租借

where you can actually make money

讓你能將一天閒置23小時的車

out of renting that car that sits idle for 23 hours a day

租出去賺點錢

to your neighbor.

租給鄰居等

Now all of these systems

好了，這些系統

require a degree of trust,

都需某種程度的信任

and the cornerstone to this working

而這個奠基石

is reputation.

就是名譽

Now in the old consumer system,

舊的消費系統

our reputation didn't matter so much,

不太需要什麼名譽

because our credit history was far more important

因為個人信譽紀錄遠比

that any kind of peer-to-peer review.

相互評價來的重要

But now with the Web, we leave a trail.

但因為網路，我們也有了蹤跡

With every spammer we flag,

每個檢舉的垃圾廣告、

with every idea we post, comment we share,

貼的每個想法、評語

we're actually signaling how well we collaborate,

都是我們合作的信號

and whether we can or can't be trusted.

至於我們可否信任彼此

Let's go back to my first example,

我們回到第一個例子

Swaptree.

Swaptree

I can see that Rondoron

我可以知道網友rondoron

has completed 553 trades

總共有553筆交易紀錄

with a 100 percent success rate.

交易成功率100%

In other words, I can trust him or her.

也就是說，我可以信任他/她

Now mark my words,

記住我的話

it's only a matter of time

我們使用

before we're going to be able to perform a Google-like search

像Google一樣的平台來搜尋

and see a cumulative picture

個人名譽資本圖

of our reputation capital.

只是遲早的事

And this reputation capital

這個"名譽資本"

will determine our access to collaborative consumption.

將會決定我們合作消費的入徑

It's a new social currency, so to speak,

會是一種新的社會貨幣

that could become as powerful as our credit rating.

會像銀行的信用評定一樣有效力

Now as a closing thought,

最後作結

I believe we're actually in a period

我相信我們正處於

where we're waking up

從夜夜酒肉笙歌

from this humongous hangover

之後醒來

of emptiness and waste,

感到的虛無浪費

and we're taking a leap

向前一躍

to create a more sustainable system

創造一個更永續的系統

built to serve our innate needs

符合我們對於社區

for community and individual identity.

以及個人身分的先天需求

I believe it will be referred to

我相信它會是

as a revolution, so to speak --

一種革命

when society, faced with great challenges,

當社會面臨極大的挑戰時

made a seismic shift

所做的大幅轉變

from individual getting and spending

從個人的花費

towards a rediscovery of collective good.

到重新發現合作的美好

I'm on a mission to make sharing cool.

我的目標是將分享變的很酷

I'm on a mission to make sharing hip.

我的目標是將分享變的流行

Because I really believe

因為我真的相信

it can disrupt outdated modes of business,

分享可以瓦解過時的商業行為

help us leapfrog

幫我們一躍

over wasteful forms of hyper-consumption

越過過度消費文化的浪費

and teach us when enough really is enough.

並明白：夠了就是夠了

Thank you very much.

非常謝謝各位

(Applause)

(掌聲)