The Single-Serving Size Reality

A new breed of restless consumers is motivated by the desire to achieve both status and satisfaction from the products and services they buy. They want the newest, hottest offerings; anything old is considered dull. As a result, they prefer to rent rather than own, to switch brands rather than remaining loyal to one brand, and to dispose of yesterday’s goods rather than keeping them. What are the implications, opportunities, and threats growing out of this trend? We’ll explain.

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