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我今天要跟各位談的是

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合作消費的興起

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我會先解釋這個詞

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並用15分鐘時間，試著說服你們

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這個想法是可行的、

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長期的

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我們現有的文化、經濟力量

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讓我們消費的東西、如何消費

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展現出新樣貌

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先用個簡單的例子

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是的話請舉手，在座各位

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你們有沒有書、CD、DVD、光碟

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就擺在家中

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很可能不會再用到

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但卻捨不得丟掉？

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看不清楚每隻手

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但似乎大家都舉手了

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我家中的櫃子上

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放了一套影集"24"的DVD

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精確來說是第六季

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記得是三年前別人送的耶誕禮物

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我和我老公Chris

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都超愛這影集

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但說實在的，當你看過一次，或兩次

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你就不會再拿出來看了

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因為你知道Jack Bauer會打敗恐怖份子

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那整套DVD就這樣放在櫃子上

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完全用不到了

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但對別人來說卻有潛在價值

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在我往下講之前，我要先坦承

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我在紐約住了十年

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我愛"慾望城市"

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現在，我想要溫習電影版第一集

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因為續集下禮拜就要上映了

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那我用我不看的"24"

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跟別人交換"慾望城市"

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有多簡單？

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你可能已經注意到

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有個興起的行業叫"以物易物(swap trading)"

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以物易物簡單比喻

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就像線上交友一樣

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只是交換的是媒體資料

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基本上就是用網路

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創造無限的市場

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可以將A的東西

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配對到C的需求

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不論這東西是什麼

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幾週前，我逛了幾個網站

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其中一個是Swaptree

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網站上有超過59,300樣東西

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是我用我的"24"

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可以換來的

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注意囉

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住加州Reseda的網友rondoron

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想要用他/她的

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"近全新慾望城市"

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交換我的"24"

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換句話說，這網站

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Swaptree

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解決了我的困擾

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經濟學家稱之為"意願雙重巧合(the coincidence of wants)"

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而且僅用約60秒的時間

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更神奇的是，可以馬上印出購買標籤

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因為物品重量網站上都有紀錄

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像Swaptree這些網站背後

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有很多的技術面可以探討

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但我的興趣不是這個

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也不是以物易物本身

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我的興趣，我花了好幾年

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研究的東西

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是這些系統所隱含的合作行為

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以及信任機制

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你想想

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幾年前，這可能會是很瘋狂的想法

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把自己的東西就跟陌生人交換

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連真實名字都不曉得的人

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而且不是金錢交換

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但Swaptree中有99%的交換

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都是成功的

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另外1%得到的負評

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是些相對細微的理由

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像是物品未即時送達等

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所以這是什麼情況？

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一個極度多元的

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所隱含的商業、文化活動

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正在興起

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也就是，科技

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促成了

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陌生人間的信任

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我們住在地球村

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我們可以模擬出

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以前面對面交易的情況

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但就深度廣度而言

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是前所未見的

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所以現在的情況就是

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社群網站和即時技術

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帶我們回到從前

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我們開始物物交換

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以物易物、分享

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而且是用更多元

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更有吸引力的方式

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我最著迷的

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是我們其實天生就愛分享

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不管是鄰居間、學校

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辦公室裡、臉書上面都是

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這創造了一種經濟情況 --

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我的就是你的

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從偉大的eBay --

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交換市場之祖

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到GoGet這種汽車分享公司

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以小時計費供人租車

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還有Zopa這種社群租賃平台

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提供債主--例如是在座的各位

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每人捐100元

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Zopa可以將款項借給世界角落的任一個人

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我們再次的分享、合作

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分享的方式，我認為

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真是酷斃了

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我將這風潮稱為合作消費

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在我深入探討合作消費的

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各種系統之前

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我想先回答這個問題

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每位作家都會被問到的

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就是--這點子打哪來的？

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我很想說，就某天一醒來

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就想到"我要來寫關於合作消費的書"

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但事實上是很複雜的

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想法也看似不相連

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下一分鐘

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你們就會看到我概念的展現

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我腦袋中的各個點

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我注意到的第一件事是 --

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很多大概念慢慢出現

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烏合之眾的群體智慧

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為了共同目標而聚集

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變成多麼簡單的一件事

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關於這種人群狂熱

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全世界都找的到例子

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從總統選舉

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到Wikipedia等等

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聚沙成塔

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你們會不會覺得，學到一個新字

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就會到處都看到那個字？

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我也是這樣

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當我注意到我們從

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從被動的消費者

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轉變成創造者

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到極富能力的合作者

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現在情況是

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網路消弭了仲介

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一個T恤設計師或是

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編織衣服的人

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可以直接和消費者一對一接觸

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這個一對一革命

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的普遍勢力

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表示"分享"以驚人的速度發生著

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我的意思是，想到

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這演講的每秒鐘

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25小時後

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就會被上傳到YouTube

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我深迷這些例子是因為

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它們其實都和我們的

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動物本能密切相關

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我意思是，我們原是猴子阿

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我們就是生來分享、合作的

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幾千年以來都是如此

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不管是成群打獵

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或是合作農耕

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在所謂的"過度消費"情形到來之前

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我們築起高牆

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創造自己的天地

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但世界正在改變

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其中一個原因就是

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這些Y世代、數位中長大的一群

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他們在分享中長大 --

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分享檔案、電玩、知識

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對他們來說是第二天性

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我們這一輩的人

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就像步兵

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慢慢從"我"的文化走向"我們"的文化

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轉變如此快速的原因

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是因為行動方便的合作

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我們都相互連結著

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可以即時的找到某人的行蹤

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且利用手上的小東西就可辦到

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這想法在我腦子裡激盪著

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一直到2008年底

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這時候遇到了經濟危機

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Thomas Friedman是我最喜歡的紐約時報專欄作家之一

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尖刻的評論

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2008年我們碰了壁

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我們的天性及市場

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都說："夠了吧"

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我們現在理性的了解到

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以過度消費建造起的經濟

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就像龐氏騙局，是不牢靠的

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但對於個人而言，我們不曉得該做些什麼

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這些都只是瑣碎的想法

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我腦子裡的眾多聲音和難題

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直到我終於了解，這情況的產生

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是因為四件事的驅使

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第一：對於群體重要性的新認知

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和何謂朋友鄰居的新定義

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第二：點對點的網路洪流

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和即時技術

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徹底的改變了我們的行為

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第三：迫切的環境問題

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第四：全球經濟蕭條

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這徹底的衝擊了

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消費者行為

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這四件事

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融合在一起

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創造出新的轉變

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不同於20世紀

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是以過度消費作定義

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我們前進的21世紀

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是以合作消費來定義的

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我深信我們正面臨回折點

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我們共享的行為 --

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透過像Flickr和Twitter這些網站

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由網路形成的第二天性

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漸漸的在"下線"後，也應用到日常生活中

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從上班通勤到流行設計、

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種植食物的方式

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我們又再次消費、合作了

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我和我的共同作者Roo Rogers

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搜集了成千上萬的例子

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世界各角落合作消費的例子

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這些例子不論是成熟度、目的來說

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都大相逕庭

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但我們深入研究後

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發現這些行為可以歸類成三大系統

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第一：市場的再分配

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市場的再分配 --就像Swaptree

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將你用過的二手物品

236
00:09:23,000 --> 00:09:25,000
從物品的不需要處

237
00:09:25,000 --> 00:09:28,000
轉移到另一個物品的需要處

238
00:09:28,000 --> 00:09:30,000
我們覺得這就是第五個"R"

239
00:09:30,000 --> 00:09:32,000
原本的"減少、再利用、回收、維修"

240
00:09:32,000 --> 00:09:34,000
加上"再分配"

241
00:09:34,000 --> 00:09:36,000
因為可以延長物品的生命週期

242
00:09:36,000 --> 00:09:38,000
也因此減少浪費

243
00:09:38,000 --> 00:09:41,000
第二：合作的生活方式

244
00:09:41,000 --> 00:09:43,000
這是資源的分享

245
00:09:43,000 --> 00:09:46,000
像是分享金錢、技能、時間等

246
00:09:46,000 --> 00:09:48,000
我敢說，幾年後

247
00:09:48,000 --> 00:09:50,000
辦公室共享(coworking)和

248
00:09:50,000 --> 00:09:53,000
沙發旅行(couch surfing)、時間銀行(time banks)等概念

249
00:09:53,000 --> 00:09:56,000
將會成為稀疏平常的事

250
00:09:56,000 --> 00:09:59,000
合作的生活方式中，我最喜歡的例子

251
00:09:59,000 --> 00:10:01,000
是土地分享

252
00:10:01,000 --> 00:10:03,000
這是在英國找到的例子

253
00:10:03,000 --> 00:10:05,000
Jones先生

254
00:10:05,000 --> 00:10:08,000
將他後花園的一塊空地

255
00:10:08,000 --> 00:10:11,000
借給Smith耕種

256
00:10:11,000 --> 00:10:13,000
他們一起種植食物

257
00:10:13,000 --> 00:10:16,000
感覺很簡單的概念，卻很天才

258
00:10:16,000 --> 00:10:19,000
你會想，怎麼從沒人這樣做

259
00:10:19,000 --> 00:10:21,000
第三個系統

260
00:10:21,000 --> 00:10:23,000
是產品出借的服務

261
00:10:23,000 --> 00:10:25,000
這是指 你付費使用某種東西

262
00:10:25,000 --> 00:10:27,000
但事實上

263
00:10:27,000 --> 00:10:29,000
並不全然擁有那樣東西

264
00:10:29,000 --> 00:10:32,000
這個點子，在講到一些

265
00:10:32,000 --> 00:10:34,000
高度閒置的資本時

266
00:10:34,000 --> 00:10:36,000
特別明顯有力

267
00:10:36,000 --> 00:10:38,000
例子從嬰兒用品

268
00:10:38,000 --> 00:10:40,000
到流行... 甚至--

269
00:10:40,000 --> 00:10:42,000
家裡有電鑽的請舉手

270
00:10:42,000 --> 00:10:44,000
各位家中有電鑽的？

271
00:10:44,000 --> 00:10:47,000
電鑽的使用時間，一生中

272
00:10:47,000 --> 00:10:49,000
只有12-13分鐘

273
00:10:49,000 --> 00:10:51,000
(笑聲)

274
00:10:51,000 --> 00:10:53,000
很誇張吧？

275
00:10:53,000 --> 00:10:55,000
我們需要的是鑽出來的洞，不是電鑽阿

276
00:10:55,000 --> 00:10:57,000
(笑聲)

277
00:10:57,000 --> 00:10:59,000
(掌聲)

278
00:10:59,000 --> 00:11:01,000
那要用時，何不用借的就好

279
00:11:01,000 --> 00:11:03,000
更好的情況，你將家中的電鑽租給別人

280
00:11:03,000 --> 00:11:05,000
還可以賺點小錢呢

281
00:11:05,000 --> 00:11:08,000
這三個系統結合起來

282
00:11:08,000 --> 00:11:10,000
讓人們在分享資源的同時

283
00:11:10,000 --> 00:11:12,000
也不用犧牲本身的生活方式

284
00:11:12,000 --> 00:11:14,000
或是本身的自由

285
00:11:14,000 --> 00:11:16,000
我並不是要說服各位

286
00:11:16,000 --> 00:11:18,000
一定要與人分享

287
00:11:20,000 --> 00:11:22,000
接下來要講的例子

288
00:11:22,000 --> 00:11:24,000
是關於合作消費的影響力之大

289
00:11:24,000 --> 00:11:26,000
大到能夠改變行為

290
00:11:26,000 --> 00:11:28,000
一輛車平均

291
00:11:28,000 --> 00:11:31,000
一年要花八千美金

292
00:11:31,000 --> 00:11:33,000
然而這輛車一天

293
00:11:33,000 --> 00:11:35,000
有23小時是用不到的

294
00:11:35,000 --> 00:11:37,000
這樣算下來

295
00:11:37,000 --> 00:11:39,000
是不是覺得根本沒有必要

296
00:11:39,000 --> 00:11:42,000
花錢去買車了

297
00:11:42,000 --> 00:11:44,000
所以車子共享公司

298
00:11:44,000 --> 00:11:46,000
像Zipcar和GoGet，就是這樣來的

299
00:11:46,000 --> 00:11:48,000
2009年時，

300
00:11:48,000 --> 00:11:50,000
Zipcar找了250參與者

301
00:11:50,000 --> 00:11:53,000
跨了13的城市

302
00:11:53,000 --> 00:11:55,000
他們都承認自己開車狂

303
00:11:55,000 --> 00:11:57,000
也是車子共享的新手

304
00:11:57,000 --> 00:12:00,000
Zipcar要他們交出車鑰匙一個月的時間

305
00:12:00,000 --> 00:12:02,000
因此，這些人必須走路、

306
00:12:02,000 --> 00:12:04,000
騎腳踏車、搭火車

307
00:12:04,000 --> 00:12:06,000
或是使用其他大眾運輸工具

308
00:12:06,000 --> 00:12:08,000
只有迫不得已的情況

309
00:12:08,000 --> 00:12:10,000
才能使用Zipcar會員卡借車

310
00:12:10,000 --> 00:12:13,000
一個月後的結果

311
00:12:13,000 --> 00:12:15,000
非常驚人

312
00:12:15,000 --> 00:12:17,000
這些人共減了413磅

313
00:12:17,000 --> 00:12:20,000
因為額外的運動消耗了熱量

314
00:12:20,000 --> 00:12:22,000
我最愛的數據是

315
00:12:22,000 --> 00:12:24,000
250參與者中

316
00:12:24,000 --> 00:12:27,000
有100位

317
00:12:27,000 --> 00:12:30,000
不想要回他們的車鑰匙

318
00:12:30,000 --> 00:12:32,000
也就是說，這些開車狂

319
00:12:32,000 --> 00:12:34,000
失去想擁有車的慾望了

320
00:12:34,000 --> 00:12:37,000
產品出借服務已行之多年

321
00:12:37,000 --> 00:12:39,000
像是圖書館、自助洗衣店等

322
00:12:39,000 --> 00:12:41,000
但現在進入了新的境界

323
00:12:41,000 --> 00:12:43,000
因為科技讓分享

324
00:12:43,000 --> 00:12:45,000
變的有趣好玩

325
00:12:45,000 --> 00:12:48,000
我引用紐約時報很棒的一句話--

326
00:12:48,000 --> 00:12:50,000
「分享之於擁有」

327
00:12:50,000 --> 00:12:53,000
「就好比iPod之於匣式錄音帶(8-track)」

328
00:12:53,000 --> 00:12:56,000
「就如太陽能之於煤礦」(後者皆過時了)

329
00:12:56,000 --> 00:12:59,000
我也相信，我們這年代

330
00:12:59,000 --> 00:13:02,000
對於物品的滿足感

331
00:13:02,000 --> 00:13:04,000
遠比前一世代

332
00:13:04,000 --> 00:13:06,000
更加簡單容易

333
00:13:06,000 --> 00:13:09,000
我不要DVD片，我要的是裡面的電影

334
00:13:09,000 --> 00:13:11,000
我不要笨重的答錄機

335
00:13:11,000 --> 00:13:13,000
我要的是裡面的留言

336
00:13:13,000 --> 00:13:16,000
我不要CD片，我要的是裡面的音樂

337
00:13:16,000 --> 00:13:19,000
也就是說，我不要外在的東西

338
00:13:19,000 --> 00:13:22,000
而是那東西所能實現的需求與體驗

339
00:13:22,000 --> 00:13:25,000
這也慢慢創造了

340
00:13:25,000 --> 00:13:27,000
"使用勝過擁有"的重大轉變

341
00:13:27,000 --> 00:13:30,000
就如Wired雜誌編輯Kevin Kelly說的

342
00:13:30,000 --> 00:13:33,000
「途徑比擁有更好」

343
00:13:33,000 --> 00:13:35,000
我們身外之物

344
00:13:35,000 --> 00:13:37,000
漸漸消失

345
00:13:37,000 --> 00:13:39,000
對於什麼是我的、

346
00:13:39,000 --> 00:13:41,000
什麼是你的、什麼是我們的這種

347
00:13:41,000 --> 00:13:43,000
模糊界線開始浮現

348
00:13:43,000 --> 00:13:45,000
再跟各位分享一個例子

349
00:13:45,000 --> 00:13:48,000
告訴我們這個演化的速度多快速

350
00:13:48,000 --> 00:13:51,000
這是八年的演進過程

351
00:13:51,000 --> 00:13:54,000
我們從以往的"擁有一部車"

352
00:13:54,000 --> 00:13:57,000
到Zipcar和GoGet的車子分享公司

353
00:13:57,000 --> 00:14:00,000
到共乘分享平台

354
00:14:00,000 --> 00:14:03,000
最新的方式，是這種一對一的汽車租借

355
00:14:03,000 --> 00:14:06,000
讓你能將一天閒置23小時的車

356
00:14:06,000 --> 00:14:09,000
租出去賺點錢

357
00:14:09,000 --> 00:14:11,000
租給鄰居等

358
00:14:11,000 --> 00:14:13,000
好了，這些系統

359
00:14:13,000 --> 00:14:15,000
都需某種程度的信任

360
00:14:15,000 --> 00:14:17,000
而這個奠基石

361
00:14:17,000 --> 00:14:19,000
就是名譽

362
00:14:19,000 --> 00:14:21,000
舊的消費系統

363
00:14:21,000 --> 00:14:23,000
不太需要什麼名譽

364
00:14:23,000 --> 00:14:25,000
因為個人信譽紀錄遠比

365
00:14:25,000 --> 00:14:28,000
相互評價來的重要

366
00:14:28,000 --> 00:14:31,000
但因為網路，我們也有了蹤跡

367
00:14:31,000 --> 00:14:34,000
每個檢舉的垃圾廣告、

368
00:14:34,000 --> 00:14:37,000
貼的每個想法、評語

369
00:14:37,000 --> 00:14:39,000
都是我們合作的信號

370
00:14:39,000 --> 00:14:42,000
至於我們可否信任彼此

371
00:14:42,000 --> 00:14:44,000
我們回到第一個例子

372
00:14:44,000 --> 00:14:46,000
Swaptree

373
00:14:46,000 --> 00:14:48,000
我可以知道網友rondoron

374
00:14:48,000 --> 00:14:51,000
總共有553筆交易紀錄

375
00:14:51,000 --> 00:14:54,000
交易成功率100%

376
00:14:54,000 --> 00:14:57,000
也就是說，我可以信任他/她

377
00:14:58,000 --> 00:15:00,000
記住我的話

378
00:15:00,000 --> 00:15:02,000
我們使用

379
00:15:02,000 --> 00:15:05,000
像Google一樣的平台來搜尋

380
00:15:05,000 --> 00:15:07,000
個人名譽資本圖

381
00:15:07,000 --> 00:15:09,000
只是遲早的事

382
00:15:09,000 --> 00:15:11,000
這個"名譽資本"

383
00:15:11,000 --> 00:15:14,000
將會決定我們合作消費的入徑

384
00:15:14,000 --> 00:15:16,000
會是一種新的社會貨幣

385
00:15:16,000 --> 00:15:19,000
會像銀行的信用評定一樣有效力

386
00:15:20,000 --> 00:15:22,000
最後作結

387
00:15:22,000 --> 00:15:25,000
我相信我們正處於

388
00:15:25,000 --> 00:15:27,000
從夜夜酒肉笙歌

389
00:15:27,000 --> 00:15:29,000
之後醒來

390
00:15:29,000 --> 00:15:31,000
感到的虛無浪費

391
00:15:31,000 --> 00:15:33,000
向前一躍

392
00:15:33,000 --> 00:15:35,000
創造一個更永續的系統

393
00:15:35,000 --> 00:15:37,000
符合我們對於社區

394
00:15:37,000 --> 00:15:40,000
以及個人身分的先天需求

395
00:15:40,000 --> 00:15:42,000
我相信它會是

396
00:15:42,000 --> 00:15:44,000
一種革命

397
00:15:44,000 --> 00:15:47,000
當社會面臨極大的挑戰時

398
00:15:47,000 --> 00:15:49,000
所做的大幅轉變

399
00:15:49,000 --> 00:15:51,000
從個人的花費

400
00:15:51,000 --> 00:15:54,000
到重新發現合作的美好

401
00:15:54,000 --> 00:15:57,000
我的目標是將分享變的很酷

402
00:15:57,000 --> 00:15:59,000
我的目標是將分享變的流行

403
00:15:59,000 --> 00:16:01,000
因為我真的相信

404
00:16:01,000 --> 00:16:03,000
分享可以瓦解過時的商業行為

405
00:16:03,000 --> 00:16:05,000
幫我們一躍

406
00:16:05,000 --> 00:16:07,000
越過過度消費文化的浪費

407
00:16:07,000 --> 00:16:10,000
並明白：夠了就是夠了

408
00:16:10,000 --> 00:16:12,000
非常謝謝各位

409
00:16:12,000 --> 00:16:14,000
(掌聲)