Extreme moderation: The rise of reduced-strength marketing

This article argues that products associated with indulgence will have to work harder than ever in the future to tackle the rise of extreme moderation.

Extreme moderation: The rise of reduced-strength marketing

James MurphyDissident

Those who market products associated with indulgence will need to work hard to attract increasingly abstemious consumers

The invitation to the modern consumer-citizen to live a life of advanced sobriety becomes ever more socially and politically embossed. And those who bring to market indulgences of all sorts must sometimes feel as if the tide of commercial history is moving irreversibly against them.

Who foresaw that some of the biggest food brand owners in the land would openly counsel against overfrequent consumption of their major ready-meal products?

And has any shopper...

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