Sublime

Consumers want a product that is tailored to their needs, saves them time and makes their lives easier. Unlike in the early days of the internet, consumers are now willing to pay for that privilege

It is well understood that the internet has created extraordinary abundance in information and products. Whereas once, consumers might have been restricted to their town paper for information and local mall for apparel, they can now find functionally unlimited amounts of both online.

We have new expectations as consumers. We prefer outcomes over ownership. We prefer customization, not standardization. And we want constant improvement, not planned obsolescence. We want a new way to engage with business. We want services, not products. The one-size-fits-all approach isn’t going to cut it anymore. And to succeed in this new digita

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The concept of subscriptions isn’t new, but thanks to the internet, any mundane purchase can seemingly be reinvented as a subscription service, from socks to baby food.

While the most recent chapter of consumer drove us from prioritizing possessions (purchasing physical goods) to emphasizing experiences (spending on events and travel), I believe that the next leg will lead us from emphasizing experiences to treasuring transformation (buying into a better version of ourselves).