The Payoff of Focus: When More Doesn’t Feel Good
The detriment of too much choice, and how brands can succeed by narrowing their focus.
Nadine Morris
If you feel like life has gotten more complicated, well, data would tell you’re not wrong. It’s hard to think of another time that had more decision-making complexity and information overload than today. Our choices are infinite. In just the last 20 years alone, product choice has increased into the millions of SKUs. The average person is now thought to be exposed to over 16,000 messages a day, which is more than double what it was just a decade ago. The average cell phone receives hundreds of messages a day, and even shopping hours no longer exist, with a person’s opportunity to shop now 24/7 thanks to online shopping.
It is a time of endless options. Endless information. And endless decisions.
Which may sound like a good thing, but ultimately, humans don’t love choice. At least not too much of it. Famed psychologist Barry Schwartz showed us that as choice increases, our sense of empowerment actually declines. Instead of a feeling of freedom and flexibility, abundance leads to anxiety and inaction. Coined “the paradox of choice”, more options actually exhaust us. A recent Deloitte survey proved the point, showing that a majority of Canadians report feeling overwhelmed by simple daily choices, from finance to groceries, now more than any years prior. Instead, the same report reveals that people want curated and personalized experiences. Or in other words, less.
Which is maybe why we are seeing some interesting yet subtle cultural shifts also taking place. The pendulum seems to be swinging in the other direction, with a rise in the search for a simpler life. Think slow living, back-to-analog, cottagecore and even the trad wife phenomenon. These all point to lifestyle changes where routines, expectations, and choices have been made simpler. This is human nature pushing back on complexity.
Marketing is not immune
The discipline of marketing has not been immune to the complexity challenge. The proliferation of platforms, tools, channels, tactics, and metrics has been exponential and the pace of so-called expansion has been hard to keep up with. Just like consumers, marketers and clients are also looking for simplicity.
Integration as a priority
In 2011, there were roughly 150 marketing tech solutions globally. Last year, there were 15,000. This growth of more platforms and more data has made decision-making more complicated. A recent Gartner report shows marketers are only using about a third of the functionality their tech tools provide and that they are paying for. The issue isn’t the tools themselves, but that their adoption comes faster than our ability to integrate and understand them. So not surprisingly, very few marketers rate their analytics competencies as strong or their insights as actionable.
Simplicity doesn't mean short-changing on capabilities, it lies in making sure these capabilities are the right ones.
When tools are straightforward, understood, and talk to one another, then the data is easier to follow and a lot more intuitive. Which then makes it actionable which is the end goal.
Fewer channels, deeper execution
Media is probably the most intuitive place we see fragmentation overload. Twenty years ago, most adults consumed media from a relatively small set of broadcast and cable networks. Today, you can add on hundreds of streaming platforms and literally thousands of digital content sources. As a result, it’s hard for brands to not feel pressured to be everywhere. But spreading investment too thin across too many channels rarely increases effectiveness; it dilutes it. Campaigns that focus on fewer environments, delivered consistently and mindfully over time, build stronger brand presence. Resisting every new platform is hard, but brands that strategically commit to channels over time not only simplify their lives but give themselves the chance to become familiar and remain memorable.
Fewer messages, stronger brands
Arguably the most powerful place for the art of simplification is when it comes to branding. Marketing science has proven that brand equity growth starts by being two things: consistent and clear. Time spent upfront in building a strong and meaningful brand will counter the need for reinvention over time. Brands inspired from real human insight at the onset with slow and sustained exposure, will eventually require less investment over time, becoming less reliant on short-term performance metrics. Once again, we’re back to behavioural science. The human memory will choose consistency over novelty every time. So being easy to recognize, to understand and to explain is key. Simplicity here doesn’t mean not being breakthrough or innovative, it means the strategy and creativity to say one thing really, really well over time.
Simplicity as a strategy
In the end, simplicity isn’t a choice because complexity is too hard. Simplicity is a choice because it is a competitive advantage. It requires deliberate strategy, mindful brand building, and a long-game view. Keep it simple, say something meaningful, and engage with consistency. Consumers are navigating a world defined by excess choice, constant communication, and limited attention. Give them clarity, simplicity, and meaning—isn’t that what we all want?
Looking to add clarity to your next project? We’re here to help. Reach out to Alphabet® today and let’s chat about your strategic plans.
