The Problem
The desire for social belonging and recognition drives many people into a cycle of dependency, resulting in a loss of personal decision-making freedom. The influence of social media and the targeted use of advertising reinforce this consumption-driven behavior. Believing that material possessions enhance their social standing, people often make purchases solely for short-term gratification, neglecting long-term goals while undermining both personal and sustainable values. This reflects a lack of self-discipline, leading to poor investment choices.

The Opportunity Space
Reduction challenges us – a frugal and sustainable lifestyle is a matter of intelligence. This presents an opportunity to establish a new form of consumption. In a world where resources are becoming increasingly scarce, while product offerings are constantly expanding, conscious shopping is becoming an essential skill. However, without the right tools, this process remains extremely difficult. What if there were a solution that guides people through the entire purchasing process and ensures they get the maximum benefit from their decisions? A tool that provides social orientation and helps users move in their desired direction. Here, the focus is not on the purchased products, but rather on those that are consciously avoided. We are at a turning point, where we can actively reshape consumption habits and make more sustainable choices – ones that benefit both individuals and their surroundings. This shift creates space for a more sustainable, mindful, and self-determined way of consuming.

We aim to harness this incentive – because sustainability is suddenly becoming a factor in social mobility. It is not intelligence, education, or performance alone that leads to success, but rather persistent perseverance. People who pursue their goals long-term with determination possess grit. The name Grit stands for character strength, resilience, and control and is recognized in studies as a key success factor. These are qualities that anyone can develop for themselves – yet they are largely absent in a significant part of our society.

The Solution
Grit is a shopping platform where retailers can present, market, and sell their products directly. The app influences consumer behavior, helping users turn poor decisions into valuable alternatives. Using a questionnaire based on Sinus Milieus, a KI-driven system analyzes the social status and goals of users. The app strategically aligns its recommendations with their long-term objectives and personal values. At the end of the purchasing process, users are confronted with the impact of their decisions. The app compares and analyzes thousands of products, evaluating how well they align with the user’s personal goals. Grit takes over the decision-weighing process, providing clear recommendations for relevant products. This disrupts impulsive buying behavior while fostering rational, conscious decision-making – leading to cognitive relief. Products with low relevance are filtered out before the purchase is finalized. At the same time, Grit suggests alternative investment options, ensuring that saved money is put to better use. Users can invest through partner companies in securities, art, stocks, or real estate, set the money aside, or opt for a direct payout. Two seemingly contradictory things are brought together here: you save, but don’t have to give anything up.

This is a pragmatic approach to future planning, enabling people to gradually regain control over their lives. A shopping experience that is fun again, while also making you feel like you’ve made a smarter choice than anyone else.

You don’t need everything – just the right things.