Traditionally the CPG industry was defined by standardized products and a broad appeal but consumer expectations are shifting in a way that demands a more personal approach. One size fits all doesn’t ...

Discover what credence goods are, how they lead to challenges for consumers, and see examples like healthcare and auto repairs that illustrate their complexities.

There’s a growing belief that business people could make a lot of money if they could change how consumers “consume.” Harvard Business School research, in fact, suggests that persuading consumers to ...