From ownership to usership

Beyond applying sustainable principles to its own organization, IT can act as a catalyst for a company by providing impactful digital solutions and practices to support strategic business model transformation. Indeed, in many industries involving physical products, most of the carbon footprint is attributable to the actual good or service being produced, with a significant portion happening outside the company via its supplier’s supply chain. As a result, an impactful way to drive sustainability is to maximize each product’s utilization rate, resulting in fewer products and, ultimately, fewer emissions. But how can you then also achieve sustainable growth? By embracing the circular economy or, using Zuora’s term, the Subscription Economy® to unlock new customer-centric business models. At the heart of the Subscription Economy is the idea that customers increasingly prefer subscribing to the outcomes they want (Zoura 2021) when they...