Mega-Trend 2: Choice Fatigue, Creative Consumption

1. Foreword by Marco Bevolo, Design Director. CultureScan Research. Philips Design

2. Eight consumer scenarios illustrating creative responses to consumer choice fatigue, namely:

. easy-shopping: reducing complexity is the first clean-up factor for any brand
. the uniform universe: how to respond to the perception of an undifferentiated offering; unique service
. second chance: recycling is a fruitful concept that goes beyond ecological concerns
. rebellious consumption: excessive promise and fairytales around products drive consumers mad
. blank page: how the future potential of a product increases its value
. call me FloWendy: flowers as metaphors of beauty and innocence are everywhere
. limited editions: traditional branding is dead. How to create new branded symbols and codes?
. involving promotion: when partnership and co creation drive consumer investment

3. Coeditors

4. Conditions