This week, Elle Tucker is joined by Josh Nickell, Vice President (Equipment Segment) of the ARA (American Rental Association). In this fascinating discussion, Josh and Elle discuss the intersection between the sharing economy and the rental industry. Which influences which – and how? Why are there negative connotations when it comes to rental? What innovations are happening in this space? Josh answers these timely questions and shares his goal to get consumers to see rental more as sharing. He goes on to talk about the problems that sharing economy startups might have and how the rental industry may have already solved them – especially when it comes to trust and safety.