...consumers are less likely to churn when they subscribe for a product or service they need. Aspirational services (e.g., gym/fitness memberships, audiobooks, meal kits) are usually the first subscriptions to go when consumers find that they can’t live up to their aspirations for being healthier or reading more.

There are specific types of engagement that make it harder for people to leave. For example, members are more reluctant to cancel memberships when they’ve achieved status (think airlines and hotels), customized their experience (once you’ve set up your online payroll system, scheduled your regular Tuesday lesson and Thursday tennis match), or built

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