Speaker at eYOU for YOU: Benita Matofska

Back to homepage

Click here for an overview of all news articles

Who is Benita Matofska and what do you do in daily life?

Global award-winning social entrepreneur, innovator and public speaker, Chief Sharer, Benita Matofska is a worldwide expert, speaker and consultant on the Sharing Economy and the Founder of The People Who Share, a global social enterprise that helps people and companies discover and access the Sharing Economy. The People Who Share are the pioneers behind the upcoming Global Sharing Week (June 5th-11th) with a mission to mainstream the Sharing Economy worldwide. Matofska is the winner of the Natwest Venus Entrepreneur of the Year 2015, Winner Mass Challenge 2015, Winner, Ogunte Women’s Social Leadership Award for Best Social Business Leader UK & World 2013, Winner of the Natwest Venus Business Award, Inspirational Woman 2013, Finalist in the G8 Innovation Summit DNA Profit with Purpose Prize. Recently named as one of the top 10 people in the Sharing Economy to follow, she is a former BBC TV executive and media entrepreneur, she has presented at TEDx LeWeb, World Forum for a Responsible Economy in Lille, European Commission, Brussels, Guardian Media Summit, FT European Sharing Economy SummitSustainable Brands and the House of Lords. She has shared a platform with Desmond Tutu, presented at Number 10 Downing Street and features regularly in the media worldwide.


Where are we today with the development of a digital shared society? 


‘The development of the Sharing Economy and a digital shared society is growing. 28% of adults globally are already engaged in the Sharing Economy[1] with participation rates predicted to double within the next year[2]. The market is growing faster than Facebook, Google and Yahoo combined[3] based on PwC’s valuation of the market, which only factored 5 sectors[4]. I’ve mapped and determined that there are 21 sectors of the Sharing Economy – with a directory of over 8,500 platforms and companies worldwide.  A generation of millennials, who I call ‘Generation Share’, is choosing to access rather than own goods and see ownership as redundant, preferring to access what they need, when they need it. This smarter form of consumption, combined with a shift in values that is more about community, efficiency and meaningful experiences and the advancement of innovative digital technologies has led to the scaling of Sharing Economy platforms. The sector, though, is not yet mainstream, but we are seeing signs that participation rates amongst older generations are growing as more diverse audiences recognise the benefits and the opportunities the Sharing Economy has to offer. I predict that as public, corporate and cross-sectoral engagement grows, the Sharing Economy will become mainstream within the next 5 years.’


What is required to have a fair and competitive Digital Single market within Europe?


‘Trust and appropriate or ‘crowd-regulation’ is needed. As innovative ID, verification and trust technologies are developed and people are able to easily use, access and own their data, the enabling of trust between strangers and the ability to transact safely and securely across boundaries will happen. Regulation needs to be appropriate, proportional and the crowd needs to be able to ‘self-regulate’. Innovative technologies are already proving far more robust in verification and security than traditional methods, enabling people to trade safely and access a wider variety of goods and services providing better experiences. Education and raising awareness around the benefits of the Sharing Economy is needed and remains one of the biggest barriers. Initiatives like Global Sharing Week serve to aid this, enabling millions to discover the benefits the Sharing Economy can have for them.’



[1] What we know about the Global Sharing Economy, a report by Benita Matofska 2015.

[2] Crowd Companies 2015

[3] What we know about the Global Sharing Economy, a report by Benita Matofska 2015.

[4] PwC, 2014