Living in a world with too many options

Was interviewed by Spoon on Hyperchoice. Read the whole article here.

‘We live in a time where the idea of the freedom of choice has become a kind of religion, and we’re constantly forced to shift from making small decisions to making bigger commitments with larger dimensions – every day, ‘ she says.

So, what’s the key to avoiding the hyperchoice stress and, at the same time, helping consumers make a choice that is good for them and the planet? Once again: it’s complex. Graffman says it depends on the customers’ situation and their level of knowledge connected to the choice.

Sometimes a person doesn’t want any options at all and prefers to get a good and trustworthy suggestion. When it comes to another situation – maybe loads of options are the best.