Do Consumers Want Fewer, Better Things? Or More Options?
In this edition of Burning Questions, we asked 250 consumers a deceptively simple question:
Which feels more true for you most of the time:
“I’d rather have fewer, higher‑quality pieces,” or
“I’d rather have more options, even if quality is just okay”? Why?
The answer was clear: 74% leaned toward fewer, higher‑quality pieces.
But the reasons behind that choice told a much more nuanced story.
For some, quality is a mindset. Durability, trust, and long‑term value matter more than abundance. Others focus on cost‑per‑use, having learned that “cheap” often costs more in the long run. And for a meaningful group, flexibility, variety, and budget still win, especially in a moment where affordability is top of mind.
At J.Schmid, we believe this tension isn’t a problem to solve; it’s a signal to interpret. Brands don’t have to choose between quality and choice. But they do need clarity. High‑quality hero pieces build trust and long‑term value. Accessible options meet consumers where lifestyle, budget, and variety matter. Clarity beats excess. And quality earns loyalty.
Read the full findings to explore what today’s consumers really value and how brands can show up with intention.
Let us know your thoughts on LinkedIn and tell us: what Burning Question should we ask next?
Tags: advertising, Brand Storytelling, branding, Customer Experience, Humanity Marketing, marketing, Strategy