To deal with ever-increasing choice, consumers are using a plethora of filters that brands will have to learn to work their way through, says Elda Choucair
In slightly over five decades, we’ve gone from very little to possibly too much choice. The economic prosperity we’ve enjoyed since the Second World War has created the perfect conditions for every need and want to be fulfilled many times over. Consumption habits are altering almost beyond recognition. If buying cycles were once long and decision-making processes slow, more and more we’re seeing instantaneous purchasing decisions that are being fulfilled increasingly fast. To get to that point, we’re relying on a number of filter
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