In the driving seat

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Our need for choice is important because it gives us a feeling of freedom and personal responsibility – but too much choice can evoke negative emotions.

Globally, we are seeing a trend of choice overload, as we are exposed to more information than ever before. Consumers’ lives are dominated by online marketplaces such as Amazon and Alibaba, where we expend mental energy making trade-offs and comparing the potential negative consequences of choosing one product over another.

A recent global report from digital assistant company Zoovu found that 54% of consumers have stopped buying products from a brand or retailer website, because choosing the right product was too difficult.

How people view and make choices is based on deep-rooted cultural values and shifting contextual factors. We recently carried out research in Germany – combining quantitative research with cultural contextualisation – to explore how German people view choice, and how they navigate too much of it.

A culture of rational choosers

German culture places high value on rationality and certainty, with the belief that risk should be mitigated. ‘Good’ choices are typically viewed as ones that consider all of the potential outcomes, with contingency plans in place – this is most clearly seen in the value that Germans place on insurance and savings.

Our quantitative survey of 1,000 Germans identified that, when it comes to a perspective on choice, the overwhelming feeling is that of neutrality. This reflects the belief that a choice should be made through weighing up all of the information, rather than being led by emotion. Compared with another western market, such as the US – which views choice more emotionally, given the link to personal freedom – this is an interesting and unique characteristic of the German market, which we sought to explore in more depth.

This relationship with choice can be traced back to events in German history, including the rise of fascism and the mass surveillance that followed. This has left a lasting national mindset of vigilance, as many Germans seek to have increased control over their personal data and choices. As a result of this, Germany has stricter data protection laws, and brands have to ask for the consent of consumers before collecting or storing it.

Linked to this, Germans have a natural suspicion of being sold to, often questioning product claims and preferring to trust expertise and quality. A well-known saying in Germany, reflects this attitude – Qualität vor Quantität (quality over quantity). Many consumers look for the ‘Made in Germany’ seal of approval, as well as trusted sources to help them decide what to buy – for example, Stiftung Warentest, an independent review site that objectively reviews products and services.

Making choices instinctively is not encouraged. Instead, choosing what to buy involves filtering information and assessing risk. It is not surprising that the word most associated with choice in our research was entscheidung, meaning ‘decision’.

Convenience conundrum 

To understand more about how Germans navigate choice today, we enlisted the help of our ‘Illume Guides’ – in-market consumers who can give us an on-the-ground perspective.

The more options available in Germany, the greater the demand for convenience to help savvy consumers filter them.

There is an interesting tension here, as Germans have to balance control with this need for increased convenience. Traditional offline shopping practices, such as catalogue mail ordering, are being replaced by online shopping, allowing consumers to compare products easily and choose from delivery options. The German retailer REWE, for example, has recently invested in its fresh food e-commerce offer.

With this increased convenience, however, comes the potential to lose control of ‘choice’ and many Germans – particularly the older generation – are worried about this. Amazon Dash, for example, was recently banned in Germany because it was deemed to take control away from the consumer.

Making better choices

Increasingly, Germans also need help making more sustainable choices. They live in one of the most environmentally conscious countries in the world, and green initiatives are well practised throughout society. The German government is taking away the mental strain of having to make a better choice by enforcing ‘greener’ behaviours. The ‘five-point plastic plan’, for example, includes large fees for companies that use environmentally unfriendly packaging, such as single-use plastic.

A less popular example is the potential introduction of an autobahn speed limit. Unrestricted driving is a German norm and citizens see it as reflective of their autonomy, nicely summarised in the phrase “freie Fahrt für freie Bürger” (freedom to drive for free citizens). As a vehemently environmentally conscious nation, this regulation would seem like a no brainer, but it is at odds with the culturally engrained freedom of choice.
Younger consumers, in particular, are demanding that brands help them make the ‘right’ choice by providing transparent information about sustainability that allows them to make informed decisions.

The survey data suggests that Germans are neutral towards choice – but this does not mean they are apathetic to making choices, or dislike having options to choose from. The reality is that they need help to navigate what is available, so they feel in control of their decision and can make it efficiently.

German brands, such as the mobile-only bank N26 and Klarmobil, have responded to this with claims and marketing communications around ‘no bullshit’ and ‘no hidden costs’.

For brands looking to gain traction in Germany, it is about connecting with consumers on a rational level, putting them in the driving seat of making a choice.

• 80% of Germans are concerned about the level of use of disposable, non-recyclable products
• The first data protection law in the world came into force in the German state of Hessen in 1970
  
• Germany ranked top of EU countries predicted by IT professionals to enforce GDPR most rigorously – stated by 76%, with the UK second at 57%
  

(Source: Statista)

• 77% of respondents in Germany agree that brands should make choosing easy, and not waste people’s time with endless options
  
• 64% said they would not tolerate ‘good enough’ from brands, products and services
  
• 38% of Gen Z respondents feel excited by the increase in choice, compared with 25% of ‘baby boomers’.

(Join the Dots research)

Kate Skivington is cultural and trends strategist at Join the Dots

This article was first published in Impact’s July 2019 issue.