Consumers have become more demanding, knowledgeable and in control than ever—but with an overabundance of access, unrivaled choice and a mind-boggling number of variations to choose from, they’re often unable (or unwilling) to make a decision alone. So what do option-saturated shoppers do? Look to curators who pre-select what to buy, experience, wear, read, drink and so on. While this macrotrend began gaining ground in 2006, it’s now part of everyday life in every kind of way.
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