“You are what you own”, is something that Belk (1988) once argued for. 15 years later this argument does not sound that convincing anymore.

No one has probably missed out on the fact that sharing economy is a growing consumption trend in today’s society. Companies such as Netflix, Uber and Airbnb have in short time grown into business giants, and the number of companies that are capitalizing the trend of utilizing property-sharing is growing.