Development of sharing culture in the conditions of consumer society

The article is devoted to the study of the phenomenon of sharing culture as a new trend in consumer society. The evolution of consumer values, noting a significant shift from the traditional model of accumulating material wealth to prioritizing intangible values such as experiences, impressions, and access to various services are analyzed. This transition reflects the changes in public consciousness, where the importance of ownership is giving way to the value of use and shared consumption. The key factors contributing to the development of sharing culture are examined, including technological progress, environmental challenges, and the transformation of societal attitudes toward sustainable development. A comprehensive model of sharing culture is presented, consisting of four main components: values (sustainability, trust, collectivism, mindfulness), practices (shared use, exchange, collective initiatives), participants (individuals, communities, businesses, government), and infrastructure (digital platforms, technologies, legal norms). It is emphasized that sharing culture not only transforms economic consumption models but also influences social interaction, fostering new forms of trust and cooperation among people. The portrait of typical users of sharing services is described, predominantly represented by Generation Z and millennials residing in metropolitan areas. They are characterized by digital literacy, pragmatism, openness to new forms of interaction, and entrepreneurial spirit. In conclusion, the significant potential of sharing culture for sustainable societal development is highlighted. It is noted that further expansion requires infrastructure development, the promotion of sharing practices, and support from both the state and businesses.