Don't tell it, just sell it

We don't need every brand's origin story, each founder's lore, or a backstory for every ingredient. Just get the product to work, please?

- By Taranna Khetpal

Ding! Attention shoppers. You cannot just buy things anymore. There has to be a meet-and-greet. Coffee? It now introduces itself with the life story of the bean, under the care of a third-generation farmer who whispered affirmations to the soil. Kurta? The cotton is long-fibre, sun-dried, moon-blessed, hand-spun, and stitched by a single mother. Bacon? It comes from Peppa Pig's second cousin, raised on a farm with a mud spa. Even gym leggings have lore. The fibre stretches because science, but also because intention. The ads, the packaging, the labels – everything is a teachable moment now. It's like a video you can't skip, because at the end, there's an exam: “Please rate the product or service”. You have not even stood up yet or let something make a first impression, but you should share how the experience made you feel.