Bernadette Kamleitner research delivers a new perspective into contemporary consumer practices and preferences. Kamleitner argues that increasing digitalization has a major side effect: it blurs perceptual and conceptual boundaries (the Big Blur). As a consequence, she suggests that contemporary consumers face unprecedented challenges of managing their boundaries. Drawing on a wide range of marketplace phenomena, she illustrates how consumers’ demand patterns align with a boundary management perspective. She shows how sustainable market offerings and lifestyles (voluntary simplicity, slow consumption) in particular, may gain traction because they are inherently bounded.”