Product Description Understanding the post-crisis consumer
In Spend Shift, John Gerzema, world-renowned expert on consumer values, and Pulitzer prizewinning author Michael D'Antonio document the rise of a vibrant, values-driven post-recession economy. To tell the story of this movement, the authors travel to large cities and small towns across eight bellwether states, to examine the value shifts sweeping the nation. Through in-depth observation, proprietary data from Young & Rubicam, and interviews with experts, the authors analyze the changing consumer psyche, document the five shifting values and consumer behaviors that are remaking America and the world, and explain what it means to businesses and leaders.
- Explores a movement in society where the majority of American consumers are embracing both value and values
- Shows how post-crisis consumer expectations and behaviors will drive business decisions
- Draws on interviews with CEOs and entrepreneurs to reveal how companies like Ford and Etsy are reconnecting with the post-crisis consumer
Compelling and insightful, Spend Shift is essential reading for anyone interested in how values are changing and how businesses can connect with consumers after the recession.
Portraits of the Spend Shift
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Gerzema is chief insights officer of Young & Rubicam (Y&R), a marketing company specializing in advertising, sales promotion, digital media, and brand identity. Y&R manages the world’s largest database covering consumer attitudes, preferences, and values, going back 17 years. D’Antonio is an award-winning author with experience in addressing social and economic trends. Even before the “Great Recession” wiped out $15 trillion of net worth of investment savings and caused the loss of millions of jobs, there was a subtle shift going on among consumers. This group of “spend shifters,” comprising more than 55 percent of consumers, has become increasingly aware of the emptiness of overconsumption. They save more and value quality over quantity, favoring companies that they believe have strong social values. A growing number of entrepreneurs are taking on risks to cater to this new demanding consumer in local markets across the country, where a quiet revolution of “deglobalization” is taking place. This encouraging report shows not only that there are positive aspects to the recession, but also that there are ways to succeed and even thrive in this environment. --David Siegfried