Zipcar’s Purchase Shows How Sharing’s Gone Mainstream

When Avis announced it was purchasing Zipcar, some in the media and others online vocally noted they felt this news was bad. The sentiment seems to be that a cool brand like Zipcar will find nothing but ruin once Avis completes the purchase.

If nothing else, it shows how passionate consumers can become about their brands of choice. But let’s take a broader look at things. This negative reaction assumes a lot. All we know is that a large business saw promise in a small, nimble startup and, seeing a trend gaining momentum, Avis took action. It’s simply too soon to tell what the outcome will be. Avis could very well do nothing and keep the two operating as separate brands.

Sharing Economy
Steve Case sees the news as further validation of the Sharing Economy: “a generational shift from ownership to shared use and experience and community.” And I agree with his take. As your consumers’ habits change, brands are finding ways to remain relevant and profitable.

More on Sharing and Social Media
This is one of several recent social media topics I discuss with Taylor Wiegert, Powerhouse Factories’  social media lead, on the latest episode of the Brave Ad World Podcast. For more on the Zipcar news, check out the podcast here or on iTunes.

Respond to Consumer Hacking or Become Irrelevant

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David Germano
David Germano

David is the VP of Content Marketing for Empower Media Marketing, and runs Empower's Content Marketing division, Magnetic Content Studios. For more than 14 years, David has been helping brands develop sustained content marketing strategies and operate like media to build their own audiences. David is often speaking on the topic, and is a guest contributor to Content Marketing Institute.