{"id":62512,"date":"2022-04-19T00:59:13","date_gmt":"2022-04-19T04:59:13","guid":{"rendered":"https:\/\/world.edu\/?p=62512"},"modified":"2022-04-19T00:59:13","modified_gmt":"2022-04-19T04:59:13","slug":"adolescence-a-golden-age-for-the-sharing-economy","status":"publish","type":"post","link":"https:\/\/world.edu\/adolescence-a-golden-age-for-the-sharing-economy\/","title":{"rendered":"Adolescence, a golden age for the sharing economy?"},"content":{"rendered":"

\"\"
\nCoworking, coliving, participatory housing, carpooling, community garden\u2026 the collaborative is in tune with the times.\u00a0Two out of three French people have already experienced the collaborative economy, and 65% are ready to exchange the objects they use, according to a\u00a0<\/span>survey carried out by Odoxa<\/span><\/a>\u00a0for AlloVoisins among a sample of more than 1,000 French people aged over 18 years old.<\/span><\/p>\n

A lifestyle that is prepared through certain practices of adolescence?\u00a0At this time of life, the exchange of clothes between friends is important and very frequent, especially among girls: a jacket that two friends share, a tank top that they send to each other by post during their summer vacation to maintain the bond between girlfriends from the same group… More than 50% of girls, at this age,\u00a0<\/span>regularly exchange<\/span><\/a>\u00a0tops with their girlfriends (compared to 20% for boys) and 56% of them regularly exchange fashion accessories (scarves, gloves, hats, etc.) (compared to 20% for boys).\u00a0The phenomenon dies out at the end of adolescence.<\/span><\/p>\n

The fact that these practices are more systematic among girls than among boys can be explained by the fact that friendships are based more on competition or the taking of power among boys, and rather on the exchange and discussion of girls side.\u00a0Added to this is the importance of physical appearance and the desire to please in their identity construction.<\/span><\/p>\n

Market learning<\/strong><\/h4>\n

Many teenage girls take part in\u00a0<\/span>\u201cFree Troc Parties\u201d<\/span><\/a>\u00a0.\u00a0Do they seek to get out of the economic game (they will return to it later) to learn new modes of exchange?\u00a0Or, more than their relationship to the market, do these exchanges tell us about socialization at this age?\u00a0What are the rules that govern these clothing exchanges and what are the motivations of adolescent girls to engage in such exchange practices?<\/span><\/p>\n

In order to answer these questions, a\u00a0<\/span>qualitative study<\/span><\/a>\u00a0combining observations and interviews was conducted with about twenty adolescent girls aged 14 to 18 years.<\/span><\/p>\n

We can first think that adolescent girls exchange clothes with their girlfriends for economic reasons: to obtain different clothes at no or low cost.\u00a0This motivation is certainly indisputable, but it is far from exhausting the subject.\u00a0Other rather symbolic motivations underlie these exchanges of clothing that can meet a need for integration into a group.<\/span><\/p>\n

The forms of clothing exchange differ according to the degree of proximity: school friends, the best friend or \u201cgood friends\u201d.\u00a0All places are open to exchanges, whether at college or high school (periods of recess, between classes, lunch break, entering or leaving college\/high school) or at home (in general, the teenager’s room and\/or or the girlfriend in question).<\/span><\/p>\n

There are occasional borrowings and lending of clothes with precise rules between classmates.\u00a0The teenager reinvents another market, non-monetary, within the framework of the school, where she learns to apply the rules established by the institution: one only lends with an immediate counterpart, the exchange is often short, limited a few days, the conditions are fixed from the start between the two girlfriends…<\/span><\/p>\n

“We exchange sweatshirts with classmates but I never lend without anything in return, it’s give and take, we set the rules of the game,” says Pauline, 15.\u00a0The system is broken in.\u00a0The exchange with classmates is more like an economic exchange, equivalence being the engine of the economic exchange and the transaction the support.\u00a0It is a kind of apprenticeship of the market: we are in the field of accounting with a system of value \u2013 counter-value of a different nature than the monetary system.\u00a0The relationship within commercial exchanges does not need intimacy or personal ties between individuals to maintain itself.<\/span><\/p>\n

Teenage girls can also exchange clothes with \u201cgood friends\u201d (neighbors, friends from extracurricular activities).\u00a0The rules are then more flexible, as Morgane, 14, tells us: \u201cI only talk to Kenza, my neighbour.\u00a0As we live next door, it’s easier to get my stuff.\u00a0If she has something I wanted to put on, I can pick her up and in 5 minutes.\u00a0We do not set a duration for the exchange, it is flexible.\u00a0<\/span><\/p>\n

Relational symbols<\/strong><\/h4>\n

We speak of sharing, and no longer of exchange, when it comes to \u201cbest friends\u201d.\u00a0In the field of clothing, these intimate relationships materialize in the sharing of spaces \u2013\u00a0<\/span>\u201csharing\u201d in Belk’s sense<\/span><\/a>\u00a0, like the fitting room: \u201cWe try on two in the same room.\u00a0We never had complexes, we go in, we go out, we try together.\u00a0When we sleep at each other’s, we get ready together in the same bathroom before going out and we give each other advice, says Chlo\u00e9, 16.<\/span><\/p>\n

\u201cClothing for two\u201d is another manifestation of this fusional logic.\u00a0This fusion can go as far as the (con)fusion of bodies, erasing the very notion of property: “we buy a jacket for two and we share it”, notes Corentine, 17 years old.\u00a0With the best friend, teenage girls are ready to share everything unconditionally, even swimsuits.<\/span><\/p>\n

The best friend serves as a sort of substitute for the family.\u00a0This is how Julie (16) shares a T-shirt during the summer holidays with her best friend: “We bought a T-shirt that we send to each other by post during the summer holidays, in order to share it for maintain the social bond between us despite the physical distance\u201d.\u00a0When economic exchange is based on the transfer of individual possession (“What is mine becomes yours”), sharing, on the other hand, is a common possession (“The shared object is ours, not mine or yours”).<\/span><\/p>\n

Contrary to preconceived ideas, adolescents are\u00a0<\/span>not as materialistic<\/span><\/a>\u00a0as one might think: they exchange, lend, borrow, share.\u00a0The exchange is not the way to deny the market but rather the way to invent another form of more collaborative and intimate link with the group of friends.<\/span><\/p>\n

These exchanges take place directly between adolescent consumers and thus escape the traditional market.\u00a0This “disintermediation” has a significant impact on the\u00a0<\/span>“business model”<\/span><\/a>\u00a0of distributors.\u00a0Aware of the considerable growth in exchanges between consumers, more and more companies, targeting young people, are seeking to better understand this phenomenon and are beginning to integrate these collaborative consumption practices into their activity, through the platforms of online clothing exchange.<\/span><\/p>\n

Author Bio: <\/strong>Elodie Gentina is Associate Professor, Marketing at I\u00c9SEG School of Management<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Coworking, coliving, participatory housing, carpooling, community garden\u2026 the collaborative is in tune with the times.\u00a0Two out of three French people have already experienced the collaborative economy, and 65% are ready to exchange the objects they use, according to a\u00a0survey carried out by Odoxa\u00a0for AlloVoisins among a sample of more than 1,000 French people aged over […]\n… learn more→<\/a><\/p>","protected":false},"author":33,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[95],"tags":[269050],"coauthors":[11733],"class_list":["post-62512","post","type-post","status-publish","format-standard","hentry","category-lifestyle","tag-adolescence"],"acf":[],"yoast_head":"\nAdolescence, a golden age for the sharing economy? - World leading higher education information and services<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/world.edu\/adolescence-a-golden-age-for-the-sharing-economy\/\" class=\"yoast-seo-meta-tag\" \/>\n<meta property=\"og:locale\" content=\"en_US\" class=\"yoast-seo-meta-tag\" \/>\n<meta property=\"og:type\" content=\"article\" class=\"yoast-seo-meta-tag\" \/>\n<meta property=\"og:title\" content=\"Adolescence, a golden age for the sharing economy? 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