Applying the DNVB playbook to consumer services

A new wave of startups is using aesthetic intelligence to infuse delight into brick and mortar experiences. But are they disruptive?

Millennials and younger generations have vastly different expectations around aesthetics, customer experience, and values, which has led to an emerging class of DTC brands reinventing legacy product categories — think eyeglasses, mattresses, shampoo (a handy list of such companies is here).

Now, a new wave of companies is applying that playbook to consumer services, the brick and mortar…