For most of modern history, the concept of ownership was pretty simple. You paid for something, either all at once or over time, and boom: you owned it. However, as Ben, Matt and Noel discover in today's episode, powerful forces are conspiring to push consumers away from owning stuff, and into a world of constant, unending subscriptions. "You will own nothing," says the World Economic Forum, "and you will be happy." So what does this mean for the future? How long do we have before we live in a world without ownership?
They don't want you to read our book.: https://static.macmillan.com/static/fib/stuff-you-should-read/
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