Access vs possession is the new form of consumption for Generation Z and I believe needs to inform our recruitment marketing and overall strategies going forward. Throw out the old bath water and in with the new.

Consumption is no longer about possessing something it's about identity.

Report from Mckinsey 

https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen-generation-z-and-its-implications-for-companies