Ownership is shifting from possession to access. This session explored how that change is reshaping behaviour and redefining value – and what brands must do to stay relevant in an access-led economy.

Watch on demand: OWNERSHIP

Published

Feb 12, 2026

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Summary

Ownership is no longer just about what people have. It is about what they access, experience, share, and circulate.

Ownership is evolving, when people choose access over ownership, or resale over retail, they are not rejecting brands – they are redefining value.

Brands that understand this shift can design smarter propositions, pricing models, and experiences that align with how people actually live now.
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If you want to explore what ownership means in your category, get in touch.

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ABOUT THE AUTHORs

Colleen Ryan, Partner at TRA, has a curious and strategic mindset fuelled by 40 years of experience in business across Europe, North America and APAC countries. With a fascination and deep understanding of what it is to be human, specifically applying principles from cultural sociology, social psychology, behavioural science and cultural analysis, she brings breakthrough insights to brand strategy, creative development and customer centricity.

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Laura Mulcahy is a cultural foresight researcher and strategist. Prior to TRA Mulcahy spent nearly a decade at Nike, USA. Most recently part of their Global Insights team where she spearheaded research projects across the US, Europe, and Asia, influencing Nike's design, brand, and business strategies. Prior to that role, she excelled in Nike's Trend Forecasting team, identifying global lifestyle shifts shaping sport, fashion and culture.

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Ngaia Calder, Business Director at TRA Sydney, understands people. With a passion for uncovering what drives our choices – from what we buy to what we love (and what we avoid) – Ngaia brings a thoughtful approach to brand strategy. Connecting with people in their homes, online, and in everyday spaces, she helps teams understand their customers – bridging the gap between brands and the real lives they touch.

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