The Value of Values
The good news for retailers: American consumers will continue driving the global economy by purchasing goods and services. The good news for society: Those consumers are beginning to shift the way they buy. As John Gerzema describes it, we somehow veered onto an exit ramp toward mindless consumption several decades ago, and now, thankfully, we’re finding our way back to a road leading toward more mindful spending. This “spend shift,” says Gerzema, chief insights officer at ad giant Young & Rubicam, results from a change in how each of us views our life and the role that consumption plays in it. Gerzema and Michael D’Antonio, a Pulitzer Prize-winning journalist, have documented this transformation in their new book Spend Shift: How the Post-Crisis Values Revolution Is Changing the Way We Buy, Sell and Live. He explains in this Q&A.
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