TREND 07
Curated choice
From choosing a holiday destination to picking the flavour of your morning yogurt, options today are limitless. This abundance of choice spans almost every aspect of life, from education, careers, homeownership, health, tech to even travel. While choice can be empowering, it can also lead to overwhelming ‘choice stress’ as people struggle with decision fatigue. Almost one in two feels overwhelmed by the many choices when making decisions.
This pressure to make the ‘right’ choice often leaves people feeling uncertain and overstretched, fuelling a growing counter-movement toward simplicity and predefined options.
As individuals seek to alleviate the stress associated with excessive choices, they are gravitating towards more streamlined, intentional lifestyles that prioritise meaning and focus. People are increasingly valuing experiences and products that offer clarity, purpose and ease, moving away from the clutter of endless options to embrace what truly matters to them.
feel overwhelmed by the many choices when making decisions
“Having choices excites me because it gives me a sense of freedom with so many options to choose from. But it can also feel overwhelming as I struggle to decide which path suits me best and where I can see myself being happy. So, it’s a mix of happiness and excitement, combined with fear and uncertainty.”
Male, Gen Z, PH
CASE
Pop Mart - Balmain
China - Luxury
Pop Mart – a Chinese toy retailer, known for its randomly packed 'blind box' figurines – transforms choice into an exciting experience. As consumers don’t know what to expect when they open the box, Pop Mart adds a sense of discovery and simplicity to everyday life. The recent collaboration with Balmain brings high fashion into the realm of surprise collectibles.
The abundance of options – once seen as a marker of progress – now increasingly feels like a burden. This is especially true for Gen Z, with 58% feeling overwhelmed by the sheer number of options they face. From career paths to homeownership or family planning, this generation encounters a multitude of life-stage choices, with far more options than previous generations faced. While they value choice, it also comes with a feeling of being overwhelmed.
Gen Z
Gen Y
Gen X
BabyBoomers
% feel overwhelmed by the many choices when making decisions
“While life stage is likely a defining factor, young people are also overwhelmed by technology from an early age and often lack the knowledge to use it effectively.”
Male, BB, BE
CASE
Disruptor London - Skinimalism
UK - Beauty
As water-free skincare and haircare brand, one of Disruptor London’s core principles is ‘multitasking’ – minimising products without sacrificing function. Rather than churning out product after product, they focus on a smaller, thoughtful range that replaces multiple items on your bathroom shelf.
CASE
Expedia - Project Explorer
Global - Travel
Expedia’s new AI-powered tool helps users discover and plan trips effortlessly, tackling choice fatigue by offering tailored inspiration for destinations and itineraries.
CASE
Dinners App - Tinder for recipes
US - Food & Beverages / Technology
The concept is simple: users swipe through recipes - just like a dating app - until they find a match with others in their household. The Dinners app simplifies decision-making, fosters consensus in a fun and engaging way, and sparks inspiration with fresh recipe ideas.
Brand takeaway
What does this mean for brands?
By prioritising simplicity and guiding consumers through fewer, well-crafted options, they can meet the demand for ease and intentionality.
Thoughtful curation, intuitive design and clarity in product offerings create value by reducing choice stress and helping people feel confident in their decisions.