In her latest opinion piece, Mel Strutt, Director of 3BY2, breaks down how modern retail is built to trigger impulse. Upsells, countdown timers and frictionless checkout are today’s version of supermarket add-ons, designed to speed up decisions and bypass reflection.

The point is not to reject marketing. It’s to recognise when you’re being nudged, rushed, or pushed into buying. A simple pause before you purchase can be the difference between a considered decision and buyer’s remorse.

This is the kind of clarity-led thinking we back at 3BY2. Marketing should drive outcomes, but it should also respect the customer.

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