Vancouver, Canada, Aug 06, 2026, ZEX PR WIRE — Entrepreneur, investor, and founder Aaron Keay Vancouver is raising awareness about a growing consumer risk: making purchasing decisions based on excitement instead of evidence.
As more consumer products compete for attention through advertising, celebrity partnerships, and social media, Keay says many people overlook the factors that actually determine whether a product delivers lasting value.
“Attention gets people to try something once,” says Keay. “What matters is whether it earns a place in someone’s routine after that.”
Drawing on his work across consumer products, wellness, and fitness, Keay believes consumers can avoid costly mistakes by focusing less on marketing and more on consistency, trust, and repeat performance.
Why This Matters
Consumer markets continue to grow, but so does the number of choices people face.
Recent research highlights the challenge:
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81% of consumers say they need to trust a brand before making a purchase, according to the Edelman Trust Barometer.
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A 5% increase in customer retention can increase profits by 25% to 95%, according to Bain & Company, showing how valuable long-term customer trust has become.
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Nearly one in three consumers has stopped buying from a brand after a single poor experience, according to PwC.
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The global wellness economy exceeds $7 trillion, according to the Global Wellness Institute, creating thousands of new products competing for consumer attention.
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Research from Siegel+Gale has found that consumers are significantly more likely to support brands that simplify their lives rather than complicate them.
“Consumers have more choices than ever,” Keay says. “That makes asking better questions more important than chasing the newest trend.”
The Common Trap
Keay says many people make the same mistake.
They assume visibility equals quality.
A product appears everywhere.
A celebrity supports it.
Friends are talking about it.
That creates confidence before the product has earned it.
“I’ve seen products generate huge excitement at launch,” Keay says. “Six months later, the conversation disappears because people never came back for a second purchase.”
He believes consumers should pay closer attention to repeat behavior.
“If people quietly keep buying something without being reminded, that’s usually a much stronger signal.”
Self-Check: Are You Buying on Hype or Trust?
Answer Yes or No to each question.
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Have you bought a product mainly because a celebrity promoted it?
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Do you usually purchase a product before reading independent reviews?
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Have you ever stopped using a product within a month of buying it?
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Do you know why you use your favorite wellness or fitness products?
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When buying something new, do you compare it with products you already trust?
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Have you purchased something because everyone else seemed to be buying it?
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Do you usually buy products that fit into an existing routine?
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Would you recommend your favorite product to a close friend or family member?
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Do you know whether you have purchased the same product more than three times?
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When something disappoints you, do you learn why before buying something similar again?
Your Score
8–10 Yes: You are making thoughtful purchasing decisions and focusing on long-term value.
5–7 Yes: You are on the right track but may occasionally be influenced by short-term excitement.
0–4 Yes: You may be making purchases before fully evaluating whether products deserve your trust.
What To Do Next
If You Mostly Buy Based on Hype
→ Wait 48 hours before making your next non-essential purchase.
→ Read reviews from everyday customers.
→ Ask whether the product solves a problem you actually have.
If You Buy Based on Recommendations
→ Find out why someone recommends it.
→ Look for consistent experiences rather than one enthusiastic opinion.
→ Pay attention to repeat buyers.
If You Already Have Products You Trust
→ Stick with routines that work.
→ Only replace products when there is a clear benefit.
→ Remember that newer does not always mean better.
If You Are Unsure
→ Start with one question:
“Will I still be using this six months from now?”
“If the answer isn’t clear,” Keay says, “keep looking.”
A Simple Reminder
Keay believes consumers often know more than they think.
“The products that improve your life usually don’t need constant reminders,” he says. “You naturally come back to them because they work.”
He hopes more people slow down before making purchasing decisions and spend more time evaluating long-term value instead of short-term excitement.
Call to Action
Take the self-check today.
Share it with a friend, family member, or colleague before their next purchase.
Start one conversation about what makes a product worth trusting.
Small questions today can lead to smarter decisions tomorrow.
To read the full interview, visit the website here.
About Consumer Trust
Consumer trust is built through consistent product quality, reliable experiences, and long-term performance. While marketing and visibility may introduce people to new brands, trust is earned through repeat use and dependable results. As consumer markets continue to expand, understanding the difference between attention and lasting value helps individuals make more informed purchasing decisions.
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