Consumers feel overwhelmed and confused about what products are right for them and their family. They stick with what they know, even when they are interested in breaking out of their traditional routine and trying something new.
When looking for inspiration, or when they want advice on a product that piques their interest, they turn to trusted sources - like friends and family, or customer reviews.
Knowing someone they trust endorses a product helps them overcome any inhibitions to try. They also feel great when their purchase decisions are validated by others.