Why Saturated Markets are a Myth
February 13, 2025 | 6 minute read
Written by Arti Jalan
When pitching a new business idea, product or service, many business coaches, investors, and even friends and family might tell you that your idea is too common, already out there, and not new. They'll shrug and say, “I don’t know about this; the market is saturated.”
But…conscious business folk will disagree. The Myth of Saturated Markets has roots in scarcity, lack, and unimaginativeness, ingredients favoured by late-stage capitalism. However, in the world of conscious entrepreneurship that values the individual and their unique journey, there's a universal knowing that an idea carried out by someone who is standing strong and clear in their purpose, their mission and their WHY, can never be exactly replicated, meaning there will always be room for their unique ideas.
When we are closely tied in to our greater purpose, the ideas that land in our subconscious are there for a reason. There's an understanding that we need to carry out this work, and that in this moment, we are exactly the right person to bring it to life.
When we tamp down those conditioned fears of our work being “lost in the crowd of sameness”, we begin to stand out, attracting an aligned community that deeply wants our product or service in the uniquely compelling way that we have imagined it into being.
I mean just ask anyone who is currently thinking of writing a romance novel! The genre is literally bursting at its seams, and yet consistently, new books keep coming out. Candle makers, supplement companies, delivery services, therapists! It's all technically been done before, but has it been executed in the exact same way? Of course not – the secret sauce exists in the nuance and in the distinctive energy of the creator.
There legitimately isn't any competition when you act from a place of true service, genuine passion, wild creativity, and above all – integrous authenticity.
When you know exactly who you are serving, what their particular needs are, and how you can use your creative genius to create something that not only lights you up but that excites your community as well – you've struck gold (no matter how many times the world has seen a similar version of it).
With the embracing of conscious business comes the busting of the limiting beliefs and myths around scarcity that is forevermore being peddled by the overculture. When we choose another way, and to see the abundance that exists around us and the gifts that exist within us, we can deeply relax, knowing that there truly is room for all of us.
Here are some areas of business to think about that take this idea further, putting The Myth of Saturated Markets into practical case studies that help you see where you can stand out.
Innovation & Evolution
Even in industries that feel saturated, there’s always room for fresh ideas and meaningful change. Markets are constantly evolving, shaped by innovation and the ever-shifting needs of consumers.
InnovationWhile innovation is often seen as disruption, aka something entirely new, it’s just as much about refining, improving, and finding the overlooked gaps within what already exists.
Take sustainable packaging, for example. In this space, we’re seeing an exciting range of ideas that allow brands to find their own uniqueness. From refillable containers to biodegradable materials, to packaging made from mushrooms, there’s no shortage of creative solutions. Each one reflects a deeper commitment to reducing waste and caring for the planet. It’s proof that when we approach things with intention and care, there’s always room for new ideas to grow.
The “Saturated Market” – Sustainable Packaging
Your Unique Innovation – Mushroom Packaging
EvolutionPeople’s needs, values, and desires are constantly changing and evolving, opening doors for businesses that can adapt with care and intention. Whether it’s a renewed focus on sustainability, a demand for transparency, or a desire for deeper connection, businesses that listen and evolve with their community will always have space to thrive.
Sustainable fashion is a good example here. The industry first started out with materials like recycled ocean plastic or vegan leather. But as consumer’s demands changed alongside deeper research on the lifespan and impact of these materials, so did the industry. Now there’s space for brands to bring these evolutionary ideas to life, crafting sustainable fashion from materials like organic compost, natural fibers, and other Earth-conscious alternatives.
The “Saturated Market” – Sustainable Fashion
Your Unique Evolution – Materials made from Organic Compost
Niche Markets & Personalization
Niching down is where you can get really creative and personal, targeting specific people and problems that are yearning for the solutions that only you can offer.
Niche MarketsAt first glance, the market you’re interested in entering into can seem crowded, but when we take a closer look, we begin to see all the unique spaces waiting to be filled. By niching down, brands can tap into specific needs, communities, and challenges, making their offerings feel fresh and truly one-of-a-kind.
Take the natural wellness industry, for example. While it may appear saturated on the surface, there’s a wealth of opportunity beneath the surface. From eldercare fitness and guided foraging walks, to feminine embodiment coaching and gardening programs for mental wellbeing, there are countless emerging areas where new and meaningful services can be created.
The “Saturated Market” – Natural Wellness
Your Unique Niche – Gardening Programs for Mental Wellbeing
Personalization and CustomizationAs products and services become increasingly tailored to individual needs, even the most crowded markets hold space for companies that offer unique, personalized experiences. Personalization isn’t just a trend; it’s the future, and it’s a powerful way to carve out meaningful niches.
For example, astrology is an area of wellbeing and personal development that is absolutely blowing up right now. While it’s already a highly personalized area of focus, there’s room for it to go even further with hyper-personalized experiences. Niches like astrocartography, astrology for business, or astrology coaching for parents are just a few ways this field is expanding.
The “Saturated Market” – Astrology
Your Unique Customization – Astrology Coaching for Parents
Branding and Relationships
Rather than focusing solely on sales, grounding your brand in its values, ethics, and relationships creates a deeper, more lasting impact. In a crowded market, authenticity and integrity are what truly set you apart.
Brand IdentityIn a world where markets feel oversaturated, a strong brand identity and genuine relationships can be the difference between blending in and standing out. People are drawn to businesses that feel authentic, aligned with their values, and invested in their community. A well-nurtured brand isn’t just about aesthetics or products – it’s about trust, connection, and a story that resonates.
Patagonia is a good example here. Outdoor apparel is a competitive industry, yet they’ve cultivated a loyal following by prioritizing their core values – sustainability, ethical production, and environmental activism. Their commitment to something bigger than just selling products has fostered deep trust, allowing them to thrive in what would otherwise be seen as a saturated market.
The “Saturated Market” – Companies that focus solely on sales and growth
Your Unique Identity – A company that cultivates an ecosystem of strong values, ethics, and relationships
Building TrustThoughtful, intentional customer care isn’t just a nice-to-have – it’s the foundation of lasting relationships. Beyond setting you apart from the competition, genuine customer service fosters deep trust and emotional connection. When people feel seen, heard, and valued, they don’t just support your business – they become part of your community.
Eileen Fisher is a good example of a conscious brand that has built trust (and a solid brand identity) in the sustainable fashion industry. They’ve cultivated strong connections not only through ethical production, but also through customer-focused initiatives like their Renew program, which allows customers to return worn pieces for resale or recycling. This circular approach, paired with transparent communication and responsive customer support makes their community and buyers feel like they’re part of a bigger movement, rather than it feeling just transactional.
The “Saturated Market” – Brands that don’t put effort into connecting with and listening to their customers
Your Unique Approach – A brand that deeply listens to and values their community, engaging in acts of radical reciprocity for trust-building and care
In essence, saturated markets are myths. As long as there’s room for innovation, deeper connection, or a fresh perspective on customer needs, opportunities will always exist.
The key is grounding down and listening to your inner self, pulling out the uniqueness that only you have.
When you lean into this, your offering will naturally differ from the sameness that exists in the marketplace, resonating with the very people who have been searching for you.