Christina Møller is a senior behavioural analyst at Canvas8. With an MSc in social and cultural psychology, she is interested in how different cultural contexts shape people’s ways of thinking. She speaks Danish and French. Outside of work, you can usually find her strolling around London taking pictures or drinking wine with friends.

The mainstreaming of AI is setting a new precedent for how people relate to non-human sources of intelligence. While automation on a consumer level has typically focused on specific tasks like replying to emails or budgeting, it’s now swiftly expanding to a more dynamic range of applications.

Life on Autopilot

With the world in constant flux, people are using their possessions to ground themselves. However, as certain types of physical goods become less commonplace, many are reflecting on what’s still worth owning in a sharing-enabled world.

The evolving nature of digital ownership means that people often feel like they don’t have enough control over the technology they use or the content they consume. Software updates, functionalities, and even access to content (including ebooks, TV series, and music) are increasingly controlled by companies and platforms. A television series can seemingly disappear or a household staple can change price at any point, leaving consumers feeling rudderless. Subscription models bring accessibility and convenience, but as they spread to more and more spheres of life, like the automotive industry, people may feel they have to continue paying for something that should be theirs. Even brands at the foundations of the sharing economy, like Airbnb, are reckoning with the consequences of what they’ve created.

Economic turbulence has impacted how people view their possessions, and home ownership still looms large in the minds of many as the ultimate safety net. However, as it becomes less attainable, they’re turning to smaller purchases for a sense of security, nostalgic comfort, and self-expression.

At the same time, the fluid nature of ownership is here to stay. The way Gen Zers and Yers engage with commodities is increasingly flexible. They purchase luxury fashion with resale in mind and see the sharing economy as a way to access a lifestyle they can’t afford. Many people are also questioning what makes for the most sustainable choice – not owning something in the first place or becoming a responsible owner of what you already have.

Ownership Reset

France

Technology

Home and Relationships

Personal tech

A village south of Paris has banned the use of mobile phones in public areas, citing a need to raise more awareness about the adverse effects of screens on our lives. In this context, brands have an opportunity to help educate but also provide light-hearted commentary to ease anxieties.