Sustainability is the New American Dream
According to Manila Austin Ph.D., Communispace’s Director of Research, “Consumers didn’t fully understand the idea of sustainability until they found themselves living unsustainable lives - working too hard, carrying too much debt, and not living or planning for the long term. Now consumers are re-imagining their lives for a sustainable future for themselves and their families.”
Quality is still in according to the study with 73% of consumer saying they would rather have fewer, high quality things. But while they still want some luxuries, their shopping habits have changed as a full 92% say they are using coupons, 91% are shopping at cheaper/discount stores and 90% are buying more store brands
“We are finding consumers make very interesting trade-offs across seemingly unrelated categories in order to get their lives into balance while still feeling like they are treating themselves to those things that make them feel normal and well taken care of,” explained Ms. Bennett. “Holding off a few years to buy a new car may enable them to keep their everyday Starbucks indulgence going while someone else may ease up on their ambitions for a promotion to feel safer in their job even if it means less money.” From Ogilvy & Mather's 2010 Post-Recession Consumer Study
Quality is still in according to the study with 73% of consumer saying they would rather have fewer, high quality things. But while they still want some luxuries, their shopping habits have changed as a full 92% say they are using coupons, 91% are shopping at cheaper/discount stores and 90% are buying more store brands
“We are finding consumers make very interesting trade-offs across seemingly unrelated categories in order to get their lives into balance while still feeling like they are treating themselves to those things that make them feel normal and well taken care of,” explained Ms. Bennett. “Holding off a few years to buy a new car may enable them to keep their everyday Starbucks indulgence going while someone else may ease up on their ambitions for a promotion to feel safer in their job even if it means less money.” From Ogilvy & Mather's 2010 Post-Recession Consumer Study