Collaborative consumption re-focuses the motivation around consumer goods to encourage models of sharing, swapping, lending, trading, saving or renting. The concept, championed as: “a new socio-economic ‘big idea’, in: “What’s Mine Is Yours: The Rise of Collaborative Consumption”. The idea is concurrent with the environmental zeitgeist and thoughts of sustainability coupled with an eye for economic frugality in the wake of the global meltdown.