We have an INFOBESITY problem
Media and marketing veteran Shubhranshu Singh highlights ‘infobesity’, saying brands must reduce cognitive load and make it easier for consumers to choose amid endless information and options
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Published: Oct 5, 2026 1:00 PM | 1 min read
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- Shubhranshu Singh addresses the issue of 'infobesity,' where the overwhelming amount of information and choices increases cognitive load for consumers.
- He argues that while the abundance of options is seen as progress, it complicates decision-making for consumers who must filter and evaluate information.
- Singh suggests that brands need to adapt their roles to help reduce the mental effort required for consumers to make choices.
- He emphasizes that providing cognitive ease in a cluttered marketplace can enhance brand value and improve consumer experience.
Shubhranshu Singh, in a LinkedIn post, has highlighted the growing challenge of ‘infobesity’ for consumers, arguing that the abundance of information, content, products, platforms and choices is increasing cognitive load and changing the role of brands.
The post below has been reproduced from Shubhranshu Singh’s LinkedIn post:
Every day brings more information, more content, more products, more platforms and more choices.
We have treated this abundance as progress.
But there is a paradox.
More choice create cognitive load.
The consumer now has to do more work.
Filter the information.
Compare the products.
Decode the claims.
Decide what to trust.
Decide what to ignore.
That’s exactly what brands existed to ease.
So, this changes the job of brands.
In a cluttered world, a brand has to be fitter to help reduce the effort required to choose it.
In the age of infobesity, provide cognitive ease.
“How do we make the consumer’s life easier?”
In a world of infinite choice, reducing mental effort becomes a source of brand value.
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