In this issue of The Hub I write on the growing consumerist trend of temporary ownership, or more precisely, ‘Cinderellanomics’. Start-ups are recognizing the need of people to control fixed costs and overhead, while still accessing goods, services and experiences they might otherwise not afford. From Rent The Runway, to Uber and Artsicle, this more nuanced form of collaborative consumerism is really about achieving states ‘temporary luxury’. The lesson: think about a luxury customer in terms other than the size of their wallet. Marketers may well find their customer segmentations bifurcated by income and more about desire and need states. Even if before the clock strikes midnight.