Abundance: The Modern Marketer’s Dilemma
For millions of years, humans evolved in environments where scarcity was the norm. From food and water to shelter, social alliances, and even potential partners, our ancestors survived by competing for limited resources. Every decision was life or death, every trade-off essential.
Fast forward to today and the world looks very different. We live in an era of abundance. An endless buffet of food, an infinite scroll of opinions and entertainment, limitless access to sex, products, and information. The problem? Our brains have not had time to evolve. We’re still wired for scarcity, yet we now face overwhelming choice. The result is stress, distraction, decision fatigue, and a constant feeling that we’re missing out.
This is where brands come in.
Brands as Cognitive Shortcuts
In an age of abundance, brands act as mental shortcuts. They simplify choice. They reassure us we’ve made the “right” decision. They anchor us in an environment where options feel infinite.
As Tom Goodwin has argued, the role of brands is amplified in abundance. They don’t just tell us what a product is; they tell us what it means. They help us navigate not through lack, but through overload.
Marketers should pay close attention to how humans instinctively process and store associations. We don’t simply remember a product; we remember how it made us feel in a particular context. That’s why advertising that entertains, amuses, or lifts us emotionally is disproportionately effective. We ever so slightly prefer the brands that make us feel good, and in low-interest categories, that “slight” edge is everything.
The Psychology of Abundance
Several behavioural biases that once ensured survival in scarcity still shape decision-making in abundance:
Scarcity Bias: When resources were rare, securing them quickly was essential. Today, “limited edition” packaging, countdown timers, or “only 3 left” nudges play on the same circuitry, making products feel more desirable.
Cognitive Load & Decision Fatigue: Our brains can only process so many choices. Too much information leads to paralysis. Strong branding and clear category cues reduce this load, making decision-making easier.
Social Proof : In the wild, following the tribe improved survival chances. In abundance, we still look to reviews, influencers, and bestseller lists to make choices less risky.
Anchoring: Early humans judged relative value (this patch of berries is better than that one). In marketing, initial reference points like premium options make subsequent purchases feel more justified.
To learn more about heuristics and biases read our recent blog about the Principles of Behavioural Science.
Category Entry Points and Brand Recall
Byron Sharp and Jenny Romaniuk at the Ehrenberg-Bass Institute use the term Category Entry Points (CEPs) – the thoughts, situations, and cues that bring brands to mind in a buying moment. When you’re “on the go and need energy,” Red Bull springs to mind. When you’re “celebrating with friends,” Prosecco appears.
Advertising’s job is to link brands with as many entry points as possible—and to do so with positive, memorable associations. In abundance, being remembered in the right moment is the only way to cut through.
We’ve explored the difference between CEPs and CUOs (Category Use Occasions) in more depth in this blog.
What This Means for Marketers
Build distinctive assets: Make your brand easy to recognise under cognitive load. Logos, colours, and sounds aren’t decoration; they’re shortcuts.
Link to more CEPs: Attach your brand to more usage occasions through consistent, emotionally resonant advertising.
Leverage abundance pressures: Use scarcity and urgency carefully, frame choices clearly, and anchor price points smartly.
Be entertaining: Light buyers don’t overthink; they recall what made them smile. Positive emotion is the strongest glue.
Humans did not evolve to thrive in this era of abundance. But brands can help us navigate it. By understanding the biases and shortcuts built into our psychology, marketers can create campaigns that don’t just sell but reduce the burden of choice. In a noisy, abundant world, the brands that win will be those that simplify, resonate, and bring joy.