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Spend Shift: How the Post-Crisis Values Revolution Is Changing the Way We Buy, Sell, and Live Hardcover – October 12, 2010
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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
Scott and Tom, Ford Motor Co., Detroit
Torya, Good Girls Go to Paris, Detroit
Tony, Betaworks' Chartbeat, New York City
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Top Customer Reviews
I did not purchase Spend Shift to be inspired, but rather to understand resonant marketing themes that I might tap into as I start my own business. However, I came away inspired by the entrepreneurs who were taking the risks and connecting with customers and building sustainable businesses by understanding that customers were connecting their product choices to their values. It is stunning to read about these success stories during one of the worst economic periods in economic history. It was also fun to discover businesses like Brooklyn Brin (based in the city that I call home) that I had never heard about and now feel compelled to patronize.
I came to Spend Shift thinking I would learn a thing or two about marketing in the recession and I left Spend Shift having learned that America can go on and in fact can thrive during a time of massive deleveraging. Spend Shift had the requisite marketing lessons, but it was the narrative style and inspiring examples that lead me to rate this a 5.
This claim is much based on the research undertaken with the BrandAsset® Valuator, which claims to show that "Over half the US population is now...seeking better instead of more, virtue instead of hype, and experiences over promises." This research tool is a proprietary tool of Young and Rubicam where Gerzema holds the title of Chief Insights Officer. In the end, it is a book about marketing.
Spend Shift appears apolitical in a sense that it tells stories of how US Americans in various cities around the country are taking charge of their lives in a variety of ways, in the face of the financial crisis. On the other hand, we could say that it is deeply political in the sense that it describes or perhaps promotes the "do-it-yourself," "bootstraps" approach to the revitalization of US life and community structures, while at the same time makes the assumption that there will be a sea change in consumer attitudes that will force organizations and coerce government to behave differently and more responsibly to their consumers and their citizens. This will usher in a whole new era of how money works and how the American Dream and US society will be shaped in years to come.Read more ›
The authors interviewed people in many U.S. cities who are doing something unique to create new lives and who care less about money and the things money buys. Moreover, they tend to be people who form bonds with others and these people help one another to get through this crisis and to grow their businesses and lives.
In times like these, people tend to think as socialists. By that I don't mean the Karl Marx sort that is a tool of a self-empowering government. But socialist as in collective. They are less capitalist and generally, history shows this will affect two generations before true capitalism returns and before the tightness with money ends and creates a generation like the Baby Boomers.
I read this book because, as a marketer and advertising specialist, I have a keen interest in how people relate to money and the things they buy. While I was somewhat disappointed in the small amount of space that particular topic took up, I learned a lot. The Great Recession has changed how people relate to money. It has affected what they feel is important to buy and not buy. What they thought was a "necessity" only a short time ago is now considered only a "luxury." This is a shift. And that's what this book is all about.
-- Susanna K. Hutcheson
Most Recent Customer Reviews
How people make decisions and their irrational behaviour at times is the focus of many books that have come out recently. Read morePublished 14 months ago by Rohit Bhargava - Author | Speaker | Nice Guy
Great insight into the changes in behavior in our rapidly changing world. Our clients and customers are changing and "Spend Shift" gives a us a look at just how important... Read morePublished on December 7, 2012 by Steven E. Cramer
The authors assert that people are actually starting to return to good old fashion virtues of thrift, caring, and self-reliance. Read morePublished on April 28, 2011 by Nick McCormick
I'm not a citizen of the United States of America. But when I have read Spend Shift I could realize the dimensions of the economic crises and the consecuences that it has for the... Read morePublished on November 22, 2010 by Juan Pablo Carrero
Really stimulating reading, that help to understand how the great recession affected and how it modified consumer's behaviors and values. Read morePublished on November 15, 2010 by Victor Fantauzzo
Spend Shift is an eye-opening and much needed commentary on our newly re-invigorated society. Rooted in solid research and real-life stories, this book truly evidences the "shift"... Read morePublished on November 10, 2010 by Deborah Tarfah Deffaa
Despite John's analysis is focused on USA market It's really impressive that the same kind of evidence is definitely true in different (and distant) markets. Read morePublished on November 8, 2010 by mary alice kennedy
Spend Shift is an important read for anyone in the marketing industry driving home the point that the days of mindless consumer consumption are over and that a more mindful... Read morePublished on November 5, 2010 by H. S. Steinberg
Trends have been around even before the crisis, it seems the crisis just made them come real.
And many of the behavioural changes are not for the worse as they really made an... Read more