This Week: Brands That Help Us Buy Less, Not More.

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Technology and data have traditionally been used to sell consumers more, but with everything becoming increasingly connected, smart brands are using data to help us consume less. Not only that, but in the future, access to our own aggregated personal data will allow us to develop a very real understanding of our levels of consumption—what we’re using, where it’s from, how much we’re consuming and the impacts on the world around us—all of which will frame our buying habits.

Latest research shows that 91% of prosumers (active and informed consumers who are buying top-grade or best-value products), and 78% of mainstream consumers, have stated that they admire companies that are finding ways to help consumers waste less (Havas Worldwide). Brands that deliver the great experiences we want, but also help us to reduce waste, improve our health and be more conscious of the impact our consumption has on the world around us will be rewarded with more loyalty than ever. Could it be that less is the new more? Small is the new big?

“Supermarkets will deliberately sell us fewer products in smaller packages. Automotive brands will stop selling us cars and start selling us access to mobility services. Financial services brands will help us to spend less money within our means. Soft drinks brands will sell us fewer sparkling beverages. Insurance brands will charge us lower premiums based on our individual behavior, not actuarial tables. All in the interests of building the loyalty that comes from being understood and not trying to manipulate us into using more than we want or need.” —Fast Company

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