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.
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
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 SiegfriedSee all Editorial Reviews
How people make decisions and their irrational behaviour at times is the focus of many books that have come out recently. Read morePublished 9 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