TEDxSydney
Rachel Botsman: The case for collaborative consumption
瑞秋·波特斯曼Rachel Botsman： 何谓协作消费
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今天在TEDx悉尼，瑞秋·波特斯曼谈到人“生来即知分享”--并展示了像Zipcar和Swaptree这样的网站正在改变人类的行为模式。
Rachel Botsman - Trust researcher
Rachel Botsman is a recognized expert on how collaboration and trust enabled by digital technologies will change the way we live, work, bank and consume. Full bio
Rachel Botsman is a recognized expert on how collaboration and trust enabled by digital technologies will change the way we live, work, bank and consume. Full bio
Double-click the English transcript below to play the video.
00:15
So today I'm going to talk to you
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今天我要和大家探讨的是
00:17
about the rise of collaborative consumption.
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关于协作消费的崛起。
00:20
I'm going to explain what it is
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我将要给大家解释协作消费的概念
00:22
and try and convince you -- in just 15 minutes --
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并在15分钟内尝试说服大家，
00:25
that this isn't a flimsy idea,
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这并不仅仅是一个单薄的似天马行空般的概念，
00:27
or a short-term trend,
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也不仅仅是一个短暂的流行趋势，
00:29
but a powerful cultural and economic force
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而是一股推动文化和经济的强大力量，
00:32
reinventing not just what we consume,
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它不但重塑着我们消费的产品，
00:34
but how we consume.
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更改变了我们消费的方式。
00:36
Now I'm going to start with a deceptively simple example.
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现在我将用一个从表面看起来很简单的例子来开始我的演讲。
00:39
Hands up -- how many of you
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请举手——有多少人
00:42
have books, CDs, DVDs, or videos
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有书籍，音乐CD，DVD，录像带
00:45
lying around your house
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搁置在家里面？
00:47
that you probably won't use again,
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很可能你这辈子都不会再听再看这些，
00:49
but you can't quite bring yourself to throw away?
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但是呢，你又不舍得把他们全部扔掉？
00:52
Can't see all the hands,
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虽然不是所有人都举手，
00:54
but it looks like all of you, right?
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但貌似大家几乎都举手了。
00:56
On our shelves at home,
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在我家里的书架上，
00:58
we have a box set of the DVD series "24,"
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我可能放着一套“24小时”的DVD
01:01
season six to be precise.
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准确地说是第六季。
01:03
I think it was bought for us around three years ago for a Christmas present.
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我记得大概是三年前买给我们作圣诞礼物的。
01:06
Now my husband, Chris, and I
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虽然我和我爱人，Chris
01:08
love this show.
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都很喜欢这个电视剧。
01:10
But let's face it, when you've watched it once maybe, or twice,
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让我们面对现实吧，看一次两次有可能，
01:13
you don't really want to watch it again,
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但是你不会再看第三次了，
01:15
because you know how Jack Bauer is going to defeat the terrorists.
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因为你知道男主角杰克·鲍尔Jack Bauer肯定会打败那些恐怖分子的。
01:18
So there it sits on our shelves
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所以这套电视剧就在我的书架里面搁置着，
01:20
obsolete to us,
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对我们来说它是过时的，
01:22
but with immediate latent value to someone else.
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但是我知道对某些人还是有潜在价值的。
01:25
Now before we go on, I have a confession to make.
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现在在我们继续讲之前，我要坦白一件事。
01:28
I lived in New York for 10 years,
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我在纽约住了10年了，
01:30
and I am a big fan of "Sex and the City."
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我是“欲望都市”的超级粉丝。
01:33
Now I'd love to watch the first movie again
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现在呢我很希望能再看一次这部电影。
01:35
as sort of a warm-up to the sequel coming out next week.
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在下周续集播出前重温一下。
01:38
So how easily could I swap
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那么，我怎么可以简单做到用
01:40
our unwanted copy of "24"
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我不想要的那个“24小时”
01:42
for a wanted copy of "Sex and the City?"
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和别人交换到我想要的“欲望都市”呢？
01:45
Now you may have noticed
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你可能留意到了
01:47
there's a new sector emerging called swap-trading.
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有一种新的交易形式叫做易物交易。
01:49
Now the easiest analogy for swap-trading
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在这个情境下，就像易物交易一样
01:52
is like an online dating service
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为我们不需要的物品
01:54
for all your unwanted media.
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开设一个在线的交换服务。
01:56
What it does is use the Internet
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这个服务借助因特网
01:58
to create an infinite marketplace
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创造了一个无限广阔的大集市
02:00
to match person A's "haves"
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来撮合供方
02:02
with person C's "wants,"
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与求方，
02:04
whatever they may be.
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无论他们有什么和想要什么。
02:06
The other week, I went on one of these sites,
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有天，我上了这么一个网站，
02:09
appropriately called Swaptree,
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叫做Swaptree。
02:12
and there were over 59,300 items
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上面有59300样东西，
02:15
that I could instantly swap
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我可以用我的“24小时”
02:17
for my copy of "24."
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来进行交换。
02:20
Lo and behold,
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慢慢往下看，
02:22
there in Reseda, CA was Rondoron
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有一个叫做润德龙rondoron的用户，住在美国加州的Reseda
02:24
who wanted swap his or her
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希望拿他/她的
02:26
"like new" copy of "Sex and the City"
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“几乎全新”的“欲望都市”拷贝
02:28
for my copy of "24."
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来交换我的“24小时”！
02:31
So in other words, what's happening here
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换句话说，
02:33
is that Swaptree
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Swaptree
02:35
solves my carrying company's sugar rush problem,
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解决了我所需的问题，
02:37
a problem the economists call "the coincidence of wants,"
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这个问题经济学家也叫做“需求的吻合”，
02:40
in approximately 60 seconds.
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仅仅用了60多秒而已。
02:43
What's even more amazing is it will print out a purchase label on the spot,
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更让人吃惊的是，网站可以当场生成并打印出证明购买的标签，
02:46
because it knows the weight of the item.
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因为它知道这个交易的价值。
02:48
Now there are layers of technical wonder
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在Swaptree类似网站的背后，
02:50
behind sites such as Swaptree,
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有技术上的创新，
02:53
but that's not my interest,
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但这不是我的兴趣所在，
02:55
and nor is swap trading, per se.
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易物交易本身也不是我的兴趣所在。
02:58
My passion, and what I've spent the last few years
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我这几年以来
03:00
dedicated to researching,
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都专注于研究
03:02
is the collaborative behaviors and trust-mechanics
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在这些系统和活动中蕴含的协作行为和
03:05
inherent in these systems.
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信任机制。
03:08
When you think about it,
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你想想，
03:10
it would have seemed like a crazy idea, even a few years ago,
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这个即使在几年前听起来都很疯狂的主意，
03:13
that I would swap my stuff with a total stranger
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和一个完全不认识的人交换我们的物品，
03:16
whose real name I didn't know
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而且我还不知道那人姓甚名谁
03:18
and without any money changing hands.
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交易还不涉及任何金钱。
03:21
Yet 99 percent of trades on Swaptree
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在Swaptree上百分之九十九的交易
03:23
happen successfully,
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都是成功的，
03:25
and the one percent that receive a negative rating,
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只有百分之一的交易得到负面的评价，
03:27
it's for relatively minor reasons,
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这都是由于相对次要的原因，
03:29
like the item didn't arrive on time.
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例如物品没有准时寄到等。
03:32
So what's happening here?
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那么，到底现在在发生什么呢？
03:35
An extremely powerful dynamic
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一个超级强大的人与人的交互形式
03:37
that has huge commercial and cultural implications
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并拥有巨大的商业价值和文化影响力
03:40
is at play.
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正在如火如荼的进行着。
03:42
Namely, that technology
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一言以蔽之，新技术
03:44
is enabling
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能够让
03:46
trust between strangers.
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陌生人间也能建立起信任来。
03:48
We now live in a global village
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我们现在住在地球村里
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where we can mimic the ties
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我们可以建立一种人与人的新联系
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that used to happen face to face,
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毋须像之前一样地面对面，
03:55
but on a scale and in ways
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这种新联系却可以有更大的规模，这中联系的方式
03:57
that have never been possible before.
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也是之前不可能实现的。
03:59
So what's actually happening
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所以正在发生的
04:01
is that social networks and real-time technologies
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是社交网络和实时技术
04:03
are taking us back.
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将我们带回“原始”的协作生活中。
04:05
We're bartering, trading,
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我们进行物物交换，
04:07
swapping, sharing,
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分享等等
04:09
but they're being reinvented
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但是这些行为都被重塑成
04:11
into dynamic and appealing forms.
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充满活力而吸引人的新形式。
04:13
What I find fascinating
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我觉得很有趣的是，
04:15
is that we've actually wired our world to share,
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实际上，我们的世界之所以成为现在这个样子，就是为了让大家共享
04:18
whether that's our neighborhood, our school,
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不管是我们的街区，我们的学校，
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our office, or our Facebook network,
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我们的办公室，还是我们的Facebook网络等等。
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and that's creating an economy
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这种正在生成的新经济形式，
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of "what's mine is yours."
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即我的东西即是你的。
04:27
From the mighty eBay,
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从网购巨头eBay
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the grandfather of exchange marketplaces,
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这一交易市场的始祖
04:31
to car-sharing companies such as GoGet,
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到类似GoGet这样的租车公司，
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where you pay a monthly fee to rent cars by the hour,
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你只要每月付费就可以按小时租车；
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to social lending platforms such as Zopa,
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再到像是Zopa这样的出借服务网站，
04:40
that will take anyone in this audience
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它可以让在座任何的一个人
04:42
with 100 dollars to lend,
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拿出一百美元来借出，
04:44
and match them with a borrower anywhere in the world,
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然后配对给世界上任何一位需要这100美元的借用者。
04:47
we're sharing and collaborating again
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你看我们现在就是以一种
04:50
in ways that I believe
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我觉得超前卫的方式
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are more hip than hippie.
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来互相分享以及协作。
04:55
I call this "groundswell collaborative consumption."
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我把这个叫做公众协作消费。
04:58
Now before I dig into the different systems
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现在在我进一步解释协作消费
05:00
of collaborative consumption,
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的不同运行机制之前，
05:02
I'd like to try and answer the question
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我想尝试着解答一下
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that every author rightfully gets asked,
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每个创作者想当然都会被问到的问题，
05:07
which is, where did this idea come from?
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关于这个想法是怎么产生的？
05:10
Now I'd like to say I woke up one morning
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其实我是很想这么说，“有天早上，我刚醒就觉得，
05:12
and said, "I'm going to write about collaborative consumption,"
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关于协作消费，我得写点什么东西。”
05:15
but actually it was a complicated web
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不过事实上这想法是一个复杂网络，
05:17
of seemingly disconnected ideas.
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它看似由一些风马牛不相及的想法构成。
05:20
Over the next minute,
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接下来的时间，
05:22
you're going to see a bit like a conceptual fireworks display
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你将会看到包含所有我曾经想到过的一些奇怪点子
05:24
of all the dots that went on in my head.
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的一个概念演示。
05:28
The first thing I began to notice:
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我最先注意到的是：
05:30
how many big concepts were emerging --
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多少大概念在酝酿
05:32
from the wisdom of crowds to smart mobs --
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从群众的智慧结晶到高智商人群--
05:35
around how ridiculously easy it is
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要有什么想法就可以建个组
05:37
to form groups for a purpose.
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这点做起来超简单的。
05:39
And linked to this crowd mania
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再跟这些狂热的群众力量联系起来，
05:41
were examples all around the world --
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我们发现全球到处都是实例--
05:43
from the election of a president
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像是总统选举啦，
05:45
to the infamous Wikipedia, and everything in between --
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声名狼藉的维基百科，以及其间的任何事--
05:47
on what the power of numbers could achieve.
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凭借数量上的优势能够实现的东西。
05:50
Now, you know when you learn a new word,
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这的确是一个新的理念，
05:53
and then you start to see that word everywhere?
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而且你也开始在很多地方看到它了吧？
05:56
That's what happened to me
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这也是发生在我身上的事
05:58
when I noticed that we are moving
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当我注意到我们从
06:00
from passive consumers
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被动的消费者
06:02
to creators,
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转变成创造者，
06:04
to highly enabled collaborators.
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并有些志同道合的合作伙伴。
06:07
What's happening
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这也就意味着
06:09
is the Internet is removing the middleman,
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互联网不再需要中间人，
06:11
so that anyone from a T-shirt designer
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所以任何的服装设计师
06:13
to a knitter
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编织工之间
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can make a living selling peer-to-peer.
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都可以一对一的谋生。
06:17
And the ubiquitous force
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所以这次对等网络的革新
06:19
of this peer-to-peer revolution
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所带来的普遍性力量
06:21
means that sharing is happening at phenomenal rates.
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说明这种分享理念在以惊人的比率蔓延着。
06:24
I mean, it's amazing to think
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我是说，就连我现在演讲的每一分钟
06:26
that, in every single minute of this speech,
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都有25小时的视频
06:29
25 hours
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会被上传到Youtube，
06:31
of YouTube video will be loaded.
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这真的很厉害吧！
06:34
Now what I find fascinating about these examples
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现在我觉得这些例子很有趣也是因为
06:37
is how they're actually tapping into
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它们事实上是利用
06:39
our primate instincts.
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我们的原始本能。
06:41
I mean, we're monkeys,
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我的意思是，咱们是猴子变的，
06:43
and we're born and bred to share and cooperate.
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每个人生来就懂得分享以及合作。
06:45
And we were doing so for thousands of years,
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几千年来都是这样，
06:48
whether it's when we hunted in packs,
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无论是背着包狩猎的时候，
06:50
or farmed in cooperatives,
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或者是一道去农田里劳作，
06:53
before this big system called hyper-consumption came along
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这一切都是在这个叫做过度消费的理念出现之前
06:56
and we built these fences
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之后我们学会建起了栅栏
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and created out own little fiefdoms.
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创造出了自个儿小小的王国。
07:00
But things are changing,
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但事物总是变化的，
07:02
and one of the reasons why
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原因之一就是
07:04
is the digital natives, or Gen-Y.
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数码网络影响下的这代人，或是Y世代的人。
07:07
They're growing up sharing --
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共享伴随着他们的成长--
07:09
files, video games, knowledge.
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共享文件，视频游戏，共享知识等等；
07:11
It's second nature to them.
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这是他们的第二天性。
07:13
So we, the millennials -- I am just a millennial --
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那么新千年一代人，我也是新千年一代人中的一名，
07:16
are like foot soldiers,
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我们就像步兵一样，
07:19
moving us from a culture of "me" to a culture of "we."
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从我的文化转变为我们的文化。
07:21
The reason why it's happening so fast
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这变化发生得如此之快的原因是
07:23
is because of mobile collaboration.
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移动协同。
07:25
We now live in a connected age
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我们现生活在一个相互联系的时代，
07:28
where we can locate anyone, anytime, in real-time,
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我们手中的小小装置可以让我们在任何时间，
07:31
from a small device in our hands.
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甚至实时地，找到任何人。
07:34
All of this was going through my head
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我脑中的这一切
07:36
towards the end of 2008,
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要追溯到2008年底，
07:38
when, of course, the great financial crash happened.
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当时前所未有的金融危机发生。
07:41
Thomas Friedman is one of my favorite New York Times columnists,
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我最喜欢的纽约时报专栏作家之一托马斯·弗里德曼
07:44
and he poignantly commented
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他尖锐地评论
07:46
that 2008 is when we hit a wall,
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2008年我们碰壁了
07:49
when Mother Nature and the market
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当自然天性和市场
07:52
both said, "No more."
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都呼吁“不再过度消费”。
07:54
Now we rationally know
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目前我们理性地意识到
07:56
that an economy built on hyper-consumption
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这种过度消费模式下的经济
07:59
is a Ponzi scheme. It's a house of cards.
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是一种庞氏骗局；它也是一个海市蜃楼。
08:02
Yet, it's hard for us to individually know what to do.
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这也很难让我们个体知道该怎样应对。
08:05
So all of this is a lot of twittering, right?
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所有这一切产生了很多微博信息，不是吗？
08:08
Well it was a lot of noise and complexity in my head,
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我脑中有很多杂音和复杂想法，
08:10
until actually I realized it was happening
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直到我实际意识到正在发生的
08:12
because of four key drivers.
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这4个主要驱动因素。
08:14
One, a renewed belief in the importance of community,
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第一，关于社区重要性的新想法，
08:17
and a very redefinition of what friend and neighbor really means.
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重新定义朋友和邻居到底意味着什么。
08:20
A torrent of peer-to-peer social networks
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第二接连不断地对等社交网络
08:23
and real-time technologies,
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和实时通讯技术的出现
08:25
fundamentally changing the way we behave.
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从根本上改变了我们的行为方式。
08:28
Three, pressing unresolved environmental concerns.
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第三，迫在眉睫的环境问题尚未解决。
08:31
And four, a global recession
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第四，全球萧条
08:33
that has fundamentally shocked
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这从根本上改变了
08:35
consumer behaviors.
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消费行为。
08:37
These four drivers
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这四个驱动因素
08:39
are fusing together
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共同影响
08:41
and creating the big shift --
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并创造了这种巨大的转变--
08:43
away from the 20th century,
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从20世纪起
08:45
defined by hyper-consumption,
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过度消费的定义
08:47
towards the 21st century,
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转变为21世纪
08:49
defined by collaborative consumption.
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协作消费的新定义。
08:52
I generally believe we're at an inflection point
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我通常认为我们是在一个转折点
08:55
where the sharing behaviors --
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通过
08:57
through sites such as Flickr and Twitter
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像Flickr和推特的网站，
08:59
that are becoming second nature online --
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我们的网上在线分享行为既然成为我们的第二天性，
09:01
are being applied to offline areas of our everyday lives.
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那么这种线上分享行为也应用到了我们日常生活的线下活动。
09:04
From morning commutes to the way fashion is designed
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从早上拼车路程到共同设计服饰
09:07
to the way we grow food,
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再到共同种植食物，
09:09
we are consuming and collaborating once again.
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我们又一次的消费并协作着。
09:14
So my co-author, Roo Rogers, and I
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所以我和我的合著者，罗奥·罗杰斯Roo Rogers
09:17
have actually gathered thousands of examples
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其实已经收集了成千上万的
09:19
from all around the world of collaborative consumption.
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全球协作消费的案例。
09:21
And although they vary enormously
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尽管协作消费在成熟度和目的性上
09:23
in scale, maturity and purpose,
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有着巨大差异，
09:25
when we dived into them,
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当我们把它们加以区别，
09:27
we realized that they could actually be organized into three clear systems.
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我们了解到协作消费实际上可以划分为3个不同类别。
09:30
The first is redistribution markets.
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第一类是再分配市场。
09:33
Redistribution markets, just like Swaptree,
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类似像Swaptree的再分配市场，
09:36
are when you take a used, or pre-owned, item
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当你拿一个用过的或者旧的物品
09:38
and move it from where it's not needed
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从不需要用它的人手里
09:40
to somewhere, or someone, where it is.
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分配到需要它的某个地方，或者某人手上。
09:43
They're increasingly thought of as the fifth 'R' --
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再分配市场由此产生了第五个以'R'字母打头的共识原则，
09:45
reduce, reuse, recycle, repair
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分别是reduce减量, reuse复用, recycle再循环, repair补修
09:47
and redistribute --
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和这第5个redistribute再分配。
09:49
because they stretch the life cycle of a product
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这5个原则延伸了产品的生命周期
09:51
and thereby reduce waste.
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从而也减少了浪费。
09:53
The second is collaborative lifestyles.
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第二类是协作生活方式。
09:56
This is the sharing of resources
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这是对类似金钱，技术和时间等资源的
09:58
of things like money, skills and time.
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分享。
10:01
I bet, in a couple of years,
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我打赌，在接下来一两年，
10:03
that phrases like "coworking"
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像共同办公，
10:05
and "couchsurfing" and "time banks"
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沙发客和时间银行的术语
10:08
are going to become a part of everyday vernacular.
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会变成日常用语的一部分。
10:11
One of my favorite examples of collaborative lifestyles
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我最喜欢的协作生活方式的案例之一是
10:14
is called Landshare.
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耕地分享。
10:16
It's a scheme in the U.K.
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这是在英国的一个计划。
10:18
that matches Mr. Jones,
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琼斯先生
10:20
with some spare space in his back garden,
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的后花园有些空地，
10:23
with Mrs. Smith, a would-be grower.
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这正好迎合了史密斯夫人的需求，她想成为一个种植者。
10:26
Together they grow their own food.
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他们共同种些他们自己的食物。
10:28
It's one of those ideas that's so simple, yet brilliant,
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这就是那些简单，但最不可思议的想法之一，
10:31
you wonder why it's never been done before.
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大家都会惊奇怎么以前从没想到呢。
10:34
Now, the third system
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现在来谈谈第三类
10:36
is product-service systems.
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产品服务系统。
10:38
This is where you pay for the benefit of the product --
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这是指当某种产品服务你的时候--
10:40
what it does for you --
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你相应地付费--
10:42
without needing to own the product outright.
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而不必永久地拥有这种产品。
10:44
This idea is particularly powerful
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对于
10:47
for things that have
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那些
10:49
high-idling capacity.
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长久闲置不用的东西来说，这个想法非常棒。
10:51
And that can be anything from baby goods
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从婴儿用品
10:53
to fashions to --
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到时尚品的这些闲置不常用的东西--
10:55
how many of you have a power drill,
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你们中有多少人拥有电钻？
10:57
own a power drill? Right.
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拥有电钻？对。
10:59
That power drill will be used around 12 to 13 minutes
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我们整个一生中大概会用到电钻
11:02
in its entire lifetime.
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也就是12到13分钟。
11:04
(Laughter)
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（笑声）
11:06
It's kind of ridiculous, right?
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这有点可笑，对吧？
11:08
Because what you need is the hole, not the drill.
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因为你所需的只是钻个孔，而不是电钻。
11:10
(Laughter)
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（笑声）
11:12
(Applause)
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（掌声）
11:14
So why don't you rent the drill,
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那你为什么不租用电钻呢，
11:16
or, even better, rent out your own drill to other people
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或是把你的电钻转租给别人，
11:18
and make some money from it?
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从中你还能挣点钱？
11:20
These three systems are coming together,
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这三类协作消费共同作用，
11:23
allowing people to share resources
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允许人们分享资源
11:25
without sacrificing their lifestyles,
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而且不牺牲他们自身的生活方式，
11:27
or their cherished personal freedoms.
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或是他们所珍惜的个人自由。
11:29
I'm not asking people
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我不是要求大家
11:31
to share nicely in the sandpit.
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分享沙滩上玩耍的乐趣。
11:35
So I want to just give you an example
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只是给大家一个例子
11:37
of how powerful collaborative consumption can be
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那就是协作消费是怎样强有力地
11:39
to change behaviors.
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改变我们的行为。
11:41
The average car
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一辆普通的汽车
11:43
costs 8,000 dollars a year to run.
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每天需要花费8千美元。
11:46
Yet, that car sits idle
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但是一天中有23个小时
11:48
for 23 hours a day.
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汽车都闲置在那。
11:50
So when you consider these two facts,
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当你想到这2个事实，
11:52
it starts to make a little less sense
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你才稍有意识到
11:54
that we have to own one outright.
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我们必须拥有一辆汽车吗？
11:57
So this is where car-sharing companies
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这也是
11:59
such as Zipcar and GoGet come in.
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像Zipcar和GoGet这样的汽车租车公司孕育而生的原因。
12:01
In 2009,
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在2009年，
12:03
Zipcar took 250 participants
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Zipcar让
12:05
from across 13 cities --
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遍及13个城市的250个参与者，
12:08
and they're all self-confessed car addicts
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他们都自称是汽车爱好者，
12:10
and car-sharing rookies --
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加入到汽车分享总动员活动，
12:12
and got them to surrender their keys for a month.
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并让他们交出汽车钥匙一个月。
12:15
Instead, these people had to walk,
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反而代之的是，这些人们要走路，
12:17
bike, take the train,
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骑自行车，乘火车，
12:19
or other forms of public transport.
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或者其他公共交通工具。
12:21
They could only use their Zipcar membership
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他们只有在必要急需时，才可以使用
12:23
when absolutely necessary.
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他们的Zipcar会员身份。
12:25
The results of this challenge after just one month
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这挑战的结果仅仅在一个月后
12:28
was staggering.
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就让我们惊奇。
12:30
It's amazing that 413 lbs were lost
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人们仅从额外锻炼就减了413磅，
12:32
just from the extra exercise.
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这太令人惊讶了。
12:35
But my favorite statistic
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但我最感兴趣的数据
12:37
is that 100
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是这250个用户中有100人
12:39
out of the 250 participants
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不想再
12:42
did not want their keys back.
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要回他们的汽车钥匙。
12:45
In other words, the car addicts
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换言之，汽车爱好者
12:47
had lost their urge to own.
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不再急切想拥有他们的汽车。
12:49
Now products-service systems have been around for years.
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目前产品服务系统已经运作了好几年。
12:52
Just think of libraries and laundrettes.
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想想看图书馆和自助洗衣店。
12:54
But I think they're entering a new age,
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但我认为这会进入一个新纪元，
12:56
because technology makes sharing
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因为科技让分享
12:58
frictionless and fun.
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变得容易和有趣。
13:00
There's a great quote that was written in the New York Times
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在纽约时报上有一句名言，
13:03
that said, "Sharing is to ownership
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“分享即是拥有，
13:05
what the iPod is to the 8-track,
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好比iPod即是8个音乐专辑，
13:08
what solar power is to the coal mine."
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太阳能即是煤矿能源。”
13:11
I believe also, our generation,
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我也同样认为，我们这一代人，
13:14
our relationship to satisfying what we want
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我们为了满足我们的物质欲望的关系
13:17
is far less tangible
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都远远比不上
13:19
than any other previous generation.
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我们之前的任何一代人。
13:21
I don't want the DVD; I want the movie it carries.
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我不想拥有DVD，我想让电影播放起来。
13:24
I don't want a clunky answering machine;
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我不想要一个笨重的电话回复机，
13:26
I want the message it saves.
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我想要它保存下来的讯息。
13:28
I don't want a CD; I want the music it plays.
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我不想要CD，我想让音乐响起来。
13:31
In other words, I don't want stuff;
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换言之，我不想要物质东西，
13:34
I want the needs or experiences it fulfills.
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我想要这东西的实用价值或者是亲身体验。
13:37
This is fueling a massive shift
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这助长了大规模的转变，
13:40
from where usage trumps possessions --
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从个人消费拥有转变为协作消费使用--
13:42
or as Kevin Kelly, the editor of Wired magazine, puts it,
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或者如连线杂志编辑凯文·凯利所说，
13:45
"where access is better than ownership."
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“物尽其用好过仅仅拥有。”
13:48
Now as our possessions
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随着我们的财产
13:50
dematerialize into the cloud,
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逐渐的非物质化，
13:52
a blurry line is appearing
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一个模糊的界线正在显现
13:54
between what's mine, what's yours,
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介于什么是我的，什么是你的，
13:56
and what's ours.
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什么是共有的财产间。
13:58
I want to give you one example
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我给大家举个例子
14:00
that shows how fast this evolution is happening.
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它展示了这种变化发生地有多快。
14:03
This represents an eight-year time span.
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这张图显示了8年的时间跨度。
14:06
We've gone from traditional car-ownership
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我们从对传统汽车的拥有权
14:09
to car-sharing companies, such as Zipcar and GoGet,
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转变为汽车共享公司--比如 Zipcar和GoGet--
14:12
to ride-sharing platforms that match rides
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作为租赁汽车的交易平台
14:15
to the newest entry, which is peer-to-peer car rental,
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与最新汽车交易相匹配，也就是对等的汽车租赁，
14:18
where you can actually make money
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当你把每天闲置23小时的自家车
14:21
out of renting that car that sits idle for 23 hours a day
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租给你的邻居，你实际上
14:24
to your neighbor.
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可以赚一些钱。
14:26
Now all of these systems
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目前所有这些体系
14:28
require a degree of trust,
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要求一种信任度，
14:30
and the cornerstone to this working
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这种运作的关键
14:32
is reputation.
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就是信誉度。
14:34
Now in the old consumer system,
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过去的消费系统，
14:36
our reputation didn't matter so much,
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我们的信誉不是特别重要，
14:38
because our credit history was far more important
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因为我们信用卡的记录比起
14:40
that any kind of peer-to-peer review.
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任何的对等网络评论更加重要。
14:43
But now with the Web, we leave a trail.
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但是现在的网络，我们有了长尾效应。
14:46
With every spammer we flag,
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随着我们举报的任何一个垃圾邮件，
14:49
with every idea we post, comment we share,
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我们发表的任何想法，我们分享的任何评论，
14:52
we're actually signaling how well we collaborate,
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实际上都体现出我们更好地协作着，
14:54
and whether we can or can't be trusted.
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也能看出我们是否值得信任。
14:57
Let's go back to my first example,
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让我们回到我的第一个案例，
14:59
Swaptree.
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Swaptree。
15:01
I can see that Rondoron
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我能看到润德龙
15:03
has completed 553 trades
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已经交易了553次
15:06
with a 100 percent success rate.
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以百分之百的成功率。
15:09
In other words, I can trust him or her.
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换言之，我会信任他或她。
15:13
Now mark my words,
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现在记住我的话，
15:15
it's only a matter of time
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这只是个时间问题
15:17
before we're going to be able to perform a Google-like search
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我们将会像执行谷歌一样的搜索功能
15:20
and see a cumulative picture
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来查看我们信誉资本
15:22
of our reputation capital.
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的汇总图。
15:24
And this reputation capital
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这个信誉资本
15:26
will determine our access to collaborative consumption.
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决定了我们的协作消费程度。
15:29
It's a new social currency, so to speak,
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可以说，信誉资本是种新社交货币，
15:31
that could become as powerful as our credit rating.
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它如同我们的信用评级一样强大有用。
15:35
Now as a closing thought,
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现在做个闭幕总结，
15:37
I believe we're actually in a period
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我认为我们的确处于一个转变年代
15:40
where we're waking up
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我们要从这种由无尽的空虚和奢华浪费的
15:42
from this humongous hangover
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宿醉中
15:44
of emptiness and waste,
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清醒过来，
15:46
and we're taking a leap
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我们要做飞跃式的转变，
15:48
to create a more sustainable system
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来创造一个更加可持续发展的系统，
15:50
built to serve our innate needs
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建于用来满足我们
15:52
for community and individual identity.
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对社区和个体身份认同的内在需求。
15:55
I believe it will be referred to
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可以说，协作消费会被称作为
15:57
as a revolution, so to speak --
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一种革命，说起来--
15:59
when society, faced with great challenges,
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当社会面临巨大挑战，
16:02
made a seismic shift
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会有巨大的改变
16:04
from individual getting and spending
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从个体所得消费系统
16:06
towards a rediscovery of collective good.
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转变为集体利益的重新分配系统。
16:09
I'm on a mission to make sharing cool.
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我的任务是让这种分享更酷，
16:12
I'm on a mission to make sharing hip.
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让这种协作分享更前卫。
16:14
Because I really believe
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因为我真的相信
16:16
it can disrupt outdated modes of business,
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它能够帮助破除过时的经营模式，
16:18
help us leapfrog
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并帮助我们跨过
16:20
over wasteful forms of hyper-consumption
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过度消费形态的铺张浪费
16:22
and teach us when enough really is enough.
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教会我们知足常乐。
16:25
Thank you very much.
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谢谢大家。
16:27
(Applause)
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（掌声）
ABOUT THE SPEAKER
Rachel Botsman - Trust researcherRachel Botsman is a recognized expert on how collaboration and trust enabled by digital technologies will change the way we live, work, bank and consume.
Why you should listen
Rachel Botsman is an author and a visiting academic at the University of Oxford, Saïd Business School. Her work focuses on how technology is enabling trust in ways that are changing the way we live, work, bank and consume. She defined the theory of "collaborative consumption" in her first book, What's Mine Is Yours, which she co-authored with Roo Rogers. The concept was subsequently named by TIME as one of the "10 Ideas that Will Change the World" and by Thinkers50 as the 2015 Breakthrough Idea.
Named a "Young Global Leader" by the World Economic Forum, Botsman examines the growth and challenges of start-ups such as Airbnb, TaskRabbit and Uber. She is regular writer and commentator in leading international publications including the New York Times, The Wall Street Journal, Harvard Business Review, The Economist, WIRED and more. She is currently writing a new book that explores why the real disruption happening isn’t technology; it’s a profound shift in trust.
Rachel Botsman | Speaker | TED.com