Editorial: It's tough being a consumer today
Consuming in the analogue world is easy. If I want to try Ariel instead of my usual Persil, Kenco instead of Nescafé, or Tesco's brand instead of Andrex, all I have to do is nudge my hand further along the supermarket shelf. Loyalty is in the mind, my mind, to be strengthened or weakened at will, my will. All fmcg markets contain a number of competing brands where the top two or three often have very similar shares.
In dramatic contrast, Kieran Levis (page 22) describes the way things work in...