The end of the trade-off
Companies will need to find solutions that do not require consumers to make difficult choices that often leave them feeling guilty, says Steven Van Belleghem. As consumers, we are pretty used to making choices. When we’re making buying decisions we’re not only weighing up what products look and feel like, but also wider moral issues. Do you want privacy or convenience? Do you want cheap products or ethically manufactured products? Do you want personal freedoms in parts of your life such as diet and travel, or is it more important to be doing good for the planet? How heavy is your suitcase...