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" ... People’s spending and enthusiasm are moving steadily away from consumable objects, and toward services and experiences: things that we do rather than consume. A Bureau of Labor Statistics study of U.S. household expenditure between 2012 and 2014 shows marked declines in the share of public spending on vehicles, apparel and household furnishings, and strong growth in the share of spending on connectivity, eating out and education. People are seeking moments to remember rather than stuff loading their shelves. And in parallel, many categories are seeing a shift from ownership to access – from consuming resources individually to sharing them together. For example, people who use ZipCar or Rent the Runway are the opposite of consumers. In a way, they are conservers. How might we better invent ways to help people if we thought of them that way? ... "