Convenient consumption does not automatically make us happier
Streaming, subscribing, and renting—rather than bying and owning—have become an integral part of everyday life. Digital and subscription-based solutions offer both flexibility and convenience – but this trend also has a downside. A new international study shows that these benefits do not automatically lead to increased well-being.
“We are quick to develop new digital and flexible solutions, but significantly worse at understanding the consequences they have for people’s well-being,” says Lucia Pizzichini, Senior Lecturer in Business Administration at Jönköping International Business School at Jönköping University and one of the researchers behind the study.
The researchers examined how different ways of consumer behaviour affect how people feel. The analysis is based on two fundamental dimensions: whether what we use is physical or digital – and whether we own it or merely have access to it for a limited time. Together, these perspectives shape different consumption patterns that have become increasingly common in a more digital and subscription-based society.
When the relationship becomes superficial, well-being is affected
The point is not to single out convenient or flexible solutions as wrong in themselves, but to show that they do not always lead to greater well-being.
“Well-being is not just about what we consume, but about the relationship we have with what we use – whether it feels temporary, replaceable or like something that is part of our identity,” says Lucia Pizzichini.
A key finding of the study is that convenience and flexibility do not automatically lead to increased emotional contentment. Digital and access-based solutions, such as subscriptions, can reduce both costs and responsibility – but they can also make our relationship with what we use more superficial and short-lived.
For some people, this is an advantage. Not having to own something can reduce stress, responsibility and the risk of overconsumption. For others, however, it represents a loss. Physical objects that one can touch, use over time and associate with memories can play an important role in feelings of security, identity and satisfaction.
Understanding the consequences of how products and services are offered
The researchers believe the findings are relevant to both businesses and policymakers. When developing new products and services, the focus needs to extend beyond efficiency, business models and user-friendliness.
“If we want to create sustainable solutions, we need to understand the psychological and social consequences of how products and services are offered,” says Lucia Pizzichini.
The study also shows that a society where ownership is increasingly being replaced by subscriptions and rental-based solutions can present new challenges. These may include reduced control, unclear terms and conditions, uncertain access over time, and issues regarding consumer protection.
The researchers hope that the study will contribute to a more nuanced discussion about future consumption – where convenience is not automatically equated with life satisfaction.
“The important thing is not whether ownership is always better than access, or whether the digital is better than the physical. The challenge is to understand when different ways of consuming actually enhance – or undermine – people’s well-being,” says Lucia Pizzichini.
