We’ve recently finished researching our latest trend: the complex world. It describes the complex world we live in and the impact it has on consumer trust and consumer behavior. There are several aspects of the world today that create a feeling of complexity with consumers. One important aspect is the fact that we have so much to choose from. Too much, actually.
This complex world we live in has an almost unlimited supply of everything. And contrary to popular believe, more is not always better. Research shows that too much choice stresses consumers out. Paradoxically, an abundance of options can even lead to less choosing. Terrifying, isn’t? Luckily there is a simple solution: keep it simple.
Several industries are taking note and try to simplify their offerings. Take the consumer goods market for example: supermarkets with less products on shelve seem to be doing a lot better. Supermarkets Aldi and Lidl are growing, while offering a limited supply of only 2,000 to 3,000 products. Competitor Tesco has now decided to get rid of one third of the products on their shelves, from 90,000 to 60,000. Tesco wants to help consumers feel less stressed during their trips to the supermarket, and therefore buy more products.