Vision Report

Less Is More When It Comes To Consumer Choice

CMOs: Lean Into Product News Without New SKUs

April 28th, 2023
With contributors:
Mike Proulx , Bruna Venicio , Peter Harrison


Choice is a pillar of American consumerism. Innovation drives growth for brands, and consumers expect innovation from brands. But too much product choice is actually bad for your brand. Despite our culture of more is more, the paradox of choice — an idea conceived by psychologist Barry Schwartz — suggests that more choices make it harder for people to make decisions. Consumers not only face decision fatigue from the tailwinds of the pandemic; the flux of news headlines on looming economic recession also has consumers seeking less. This report helps B2C marketing executives understand why less is more is the rallying cry for brand innovation in 2023.

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