Marketing to “generation rent”

While still in the early proposal stages, the concept could see a first trial run in Switzerland. The idea is the product of thinking towards a circular economy that optimizes the use of resources and lessens environmental impact, while also being more desirable for a generation more focused on renting.
When that leasing period is over, you hand it back and might lease something else.
Torbjorn Loof, CEO Inter Ikea holding company
After an owner’s lease ends they’d simply return the piece or set, which would then be refurbished and sold to a final buyer to extend the product’s lifecycle.
https://www.wgsn.com/blogs/ikea-concept-subscription-sustainability/










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