On June 19th 2012 it was announced that 10 million guest nights had been booked on Airbnb, an online service that matches people seeking short-term accommodation with people who have rooms to rent. This is one example of a market for the sharing of goods and services between peers, or 'collaborative consumption.' It is a concept with a long history that is re-emerging on an unprecedented scale due to a confluence of factors. With pressing environmental concerns intensifying, various groups have queried what form consumerism will take in the future. Some have pointed to the significant role that collaborative consumption could play by enabling re‐use, re‐cycling and re‐purposing.