Brands can prosper by making consumers work harder

Generally speaking, consumers are asked to treat themselves, not push themselves. Is this the natural makeup of the market, or a symptom of unimaginative business?
Yes, certain aspects of life are a bit dull, uncomfortable or inefficient. And when new products come to the rescue it’s no wonder that we embrace them impulsively.
The Oxford dictionary defines convenience as “The state of being able to proceed with something without difficulty”. But to assume that an absence of dif