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Paranoia is spreading across the land! But, for once, that’s a good thing. Sixty percent of consumers aren’t confident they will know a purchase’s real price before paying for it. Gartner, who did the research, labeled this phenomenon paranoia — a word that usually means an unjustified suspicion. I would say this is a very well-justified suspicion.
(Kudos to the Federal Trade Commission on this: It just banned bait-and-switch pricing for live-event tickets and short-term lodging.)
Editor-at-large Kim Davis talked to Gartner’s Kate Muhl about this and other consumer trends coming in 2025. “Norming” is another one. That’s looking to have your behavior and beliefs validated by checking them against “objective” and community standards.
I hope they don’t worry too much about this. Normal is only a setting on a washing machine, after all.
Constantine von Hoffman
Managing Editor
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