For too long, the focus of circular economy transition agendas has been on ‘recycling’. But to make the leap from linear to circular economy, this is not enough. We need to also figure out a way to reduce consumption and production, and rethink how to share the things we already have.
The sharing and rental movement is of course key to bridging this gap. That’s why we were so pleased to see the sharing economy stepping into the spotlight at the Circular Consumer Goods Conference in Utrecht. Here, Nienke de Jong from the Access Economy Alliance chaired two sessions bringing together entrepreneurs, researchers and policymakers to explore our favourite question:
How do we move the sharing economy from ‘promising new idea’ to ‘fully embedded new normal’?
Below are five key insights that emerged from the sessions.
1. Sharing isn’t just about sustainability – it’s about resilience
When we talk about the sharing economy, sustainability tends to take centre stage. But MEP Bas Eickhout from the Netherlands reminded us that the story is far broader. A thriving sharing ecosystem strengthens Europe’s resilience by reducing dependency on global supply chains and positioning the continent as a hub of innovation – where cities adopt smarter, easier and more affordable ways of living.
As Europe places increasing emphasis on the need to withstand external pressures, this resilience dimension deserves a much more prominent place in how we communicate the value and importance of a flourishing sharing and access economy.
2. This was never going to be easy…
Setting up businesses focused on sharing inside an economy built for buying was always going to be messy. We’re not just launching new apps or rolling out sharing stations – we’re brushing up against deeply embedded habits and systems.
This shift asks businesses and citizens alike to think ‘share’ or ‘rent’ before they think ‘buy’. Yet the linear economy was never designed with these behaviours in mind. Payment systems, logistics, regulations, repair networks, procurement practices, marketing language – almost everything still defaults to ownership. It’s no wonder the transition feels uphill.
3. …But we need to start somewhere
And we shouldn’t expect that starting point to be perfect. What the sector needs now are adaptive, “good-enough-for-now” models that can function within today’s messy, transitional landscape.
Every neighbourhood pilot, pop-up location or municipal experiment – whether it succeeds or fails – pushes the transition forward. Little by little, these initiatives are helping to normalise shared access among citizens and businesses alike while helping to reveal the barriers that we still need to overcome.
4. The deepest shift isn’t technological or economic – it’s social
Business models and infrastructure matter, but the success of the sharing economy lies first and foremost in its ability to convince citizens to take advantage of it. This dimension also makes way for its greatest power: strengthening community bonds and rebuilding trust between citizens.
A common question we still hear is: “Can people really be trusted to take care of shared items?” So far, the evidence points to yes – often more than expected.
The success of leading access-economy services such as Library of Things, Peerby, GetAround, and HomeExchange shows how quickly public attitudes have shifted. Twenty years ago, the idea of renting out your car or home to a stranger would have felt unthinkable. Today, millions do it routinely. Each drill or kitchen appliance shared between neighbours helps strengthen community connections and brings mutual support back into urban environments that often feel anonymous. We need to keep on emphasising this point: sharing doesn’t just redistribute resources, it reconnects people.
5. The real battle is with friction, not rivals
Sharing doesn’t lose to traditional retail because of price – often it’s the cheaper option. It loses because buying is still easier. For the sharing economy to scale, it must reach a simple threshold: sharing must become as convenient as buying.
In an ideal future, we hope that the question “Do you want this to rent or own?” will become as commonplace as “Do you want this to have here or takeaway?”.
We’re working hard to make that future possible with the Access Economy Alliance by collaborating with cities, businesses, non-profits, housing associations and research organisations to unleash the combined power of sharing and create an interconnected access ecosystem across Europe.
Nienke de Jong chairing a Sharing Session at the Circular Consumer Goods Conference
Credit: Marco Scheurink
The Access Economy Alliance is Europe’s first network of public authorities, businesses and researchers that pools together resources, collaborations and knowledge to deliver a circular economy through access-based services.