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Reductionism. In a world dominated by ‘mega-choice’, we are moving towards ‘nega-choice’ (or negative choice). 

It’s active reductionism at work. People no longer want to choose from 20 different types of options…

They want to choose from a reduced range and they want a smaller number of options or products they trust and support. Is all about simplicity, efficiency and meaningful value. Companies and brands need to behave with restrain, and search for ways to make life easier for people.


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    Coined by Caroline Kinsey


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