One of the biggest trends driving consumer consumption during the past decade is the demand for “real,” or authentic, items. Farmers markets, microbreweries, and all kinds of artisanal crafts, to name a few examples, have jumped in popularity.
This piece originally appeared in Stanford Business Insights from Stanford Graduate School of Business. To receive business ideas and insights from Stanford GSB click here: (To sign up : https://www.gsb.stanford.edu/insights/about/emails ) ]