In 2018, a Zuora survey conducted by The Harris Poll found that we were in the midst of a new era defined by Zuora as The End of Ownership. Consumers were less interested in the status and ephemeral personal fulfillment that came from owning things. Instead, they were motivated by a desire for fulfilling experiences that enrich their lives. Consumers want access to valuable services on a personalized basis. We’re witnessing the transformation of consumption for everything from entertainment to food to physical products like cars and clothing. In 2020, Zuora and the Subscribed Institute commissioned The Harris Poll to conduct another international survey on this trend. The latest End of Ownership report shows that the trend towards usership isn’t just intact, but is accelerating. A new, fully digital society is emerging. Everywhere you look — from ecommerce, to connected cars and transportation, to smart medicine and reader-driven news — the world of business is becoming defined by relationships instead of products, in reaction to consumer demand.