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With household budgets squeezed, she argues brands would gain more by understanding the economic pressures on buyers than by piling into the same fleeting cultural moments.
The adm Indicia writer argues that choice overload is pushing consumers to buy the whole set, and that brands should curate ranges with completion in mind.
The USC professor argues AI, fandom and digital culture have replaced the targetable individual with a network of people, platforms and machines.
The behavioural scientist told a predictions event that stretched consumers lack the ‘cognitive slack’ to explore, and that certainty will beat excitement this year.
The columnist argues that shrinking packs while raising prices at the same time angers shoppers far more than shrinkflation, and sets out what brands should do instead.
