The marketing world loves buzzwords, and the latest refers to consumers who prefer to rent than buy. Trendwatching, an Amsterdam-based market-research firm coined the term transumer, and according Reinier Evers of Trendwatching, it's a lifestyle "that's less about treasure and more about pleasure."
The motivation behind renting instead of buying could be convenience, cost, or space limitations, and consumers are borrowing everything from handbags and sunglasses to cars and DVDs. Evers explained, "On the one hand, you have consumers who want to collect as many experiences and part-time possessions as possible. And then there are transumers who value non-ownership for environmental reasons: to only use something when you really need it, which involves everything from renting to passing something on to the next person." Enter another buzzword: the eco-transumer.
Do you identify with either type of transumer?