The paradox of choice

I have talked about the anxiety we feel through being overwhelmed by too much choice (see here). The last decade, driven from consumers' needs for instant gratification, on demand services and personalised products, has created a culture of anxiety full of ephemeral relationships with people and brands. Finally the corporate world has woken up and taking a stand against the world of excess.

Wal-Mart in Canada has started to drop the number of product lines it holds on its shelves. Sales of these product lines has not been affected ie. people still buy the product and and are less wedded to the brand than we may think (see here). Duncan Mac Naughton, chief merchandising officer at Wal-Mart in Mississauga says, “Folks can get overwhelmed with too much variety. With too many choices, they actually don’t buy.”

Regardless of the intent, the outcome clearly does not impact the corporate bottom line. What, though, is the impact on the shoppers' experience? Are they grateful for less choice, are they less anxious or do they feel defeated that their preferred brand is not present so they have to go for brand x? The main thing is that the customer is not always right...and it takes someone brave to put that knowledge into action.

So what does this mean? I believe that we have entered a period of reconcilliation, rationalisation and retrenchment to meet basic needs. We are living in a period of personal responsibility. It is the responsibility of the corporate world to remove choice to help the psychology of society.