Attest, a consumer research platform, claims that currently, only 41% of Americans have an active product subscription. While only 18% of consumers have multiple subscriptions. Consumers have lost interest in once-novel business model which includes DTC brands like Hello Fresh, Blue Apron, Stitch Fix, as only 14% are actively shopping for a product subscription. There still lies an opportunity for brands in this field if they bring innovation and creativity because 65% of American consumers are still ready to buy a product subscription. Besides this, the research found out that the technique of “unboxing” has also lost its worth as most (54%) of consumers want to see the product they are getting, while 25% prioritize brands having purpose and ethos.