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  • How can unloved objects become desirable?
  • How can unloved objects become desirable?
    IKEA (2017) ©

Can a grudge purchase ever be exciting?

Whether it’s a fridge, toilet brush or car insurance, there are some things in life that people simply need to buy, but which they dislike spending their hard-earned cash on. How can brands harness design, technology and experiences to make these grudge purchases a little less painful?

Location North America / Northern Europe

There are some things in life you can’t wait to buy – items that bring excitement and childlike glee into your world. Maybe it’s a 4K TV, or a round-the-world trip, or the latest Adidas Yeezys. And then there are the things that you need to buy, but just don’t want to spend your hard-earned cash on. Whether it’s a new fridge, a toilet brush or car insurance, these are necessities that elicit a sigh from even the most easy-going of people.

Yet while they may not be the most exciting products on shopping lists, does that mean these ...



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