27/11/2025
Families often feel overwhelmed not because there is “too much information”, but because the relevant information is unevenly distributed.
In economics, this is called information asymmetry — when one side holds more knowledge than the other. George Akerlof’s seminal 1970 paper showed how this imbalance distorts decision-making.
In health and parenting, the same pattern appears.
If key data, risks, context, or alternatives never reach the public, informed choice becomes harder to exercise — not for lack of effort, but for lack of access.
At Inform Me, our work exists to close that gap.
Akerlof, G. A. (1970). The Market for Lemons: Quality Uncertainty and the Market Mechanism. The Quarterly Journal of Economics, 84(3), 488–500.
