The Sharing Economy Comes Of Age | Competitive Edge |

Talk about the new consumer values: transparency participation and collaboration. The LeWeb conference in London, which began with a theme of the "Collaborative Economy," should be a wake-up call to corporations, brands, and everyone in the advertising ecosystem. Your lives are about to change. The market has once again spoken, and if you think you've already been disrupted by social media, think again. You ain't seen nothing yet.

Loic Le Meur, LeWeb's cofounder, opened this year's event with a startling presentation on the Collaborative Economy, a new movement in which consumers, especially the highly coveted and targeted Millennials, have decided to share and rent rather than own things in a dramatic reversal of 50-year trends.