No longer in the midst of a free fall like many of the post-recession years, consumers are feeling more in control and have recognized that pre-recession they were living beyond their means. In fact, being forced to live with less during the recession has made consumers rethink their expectations. As consumers begin to see less in a new light, they’re realizing that less is not always about the lower end or the forced choice. Consumers have discovered that in many cases less just fits their lives better.

This shift to a taste for less has led to trends like “disownership,” where consumers now lease or borrow products instead of buying them outright. Combined with the decreased desire of ownership is the long-term trend of people valuing intangible experiences more than material possessions, based upon the notion that experiences lead to greater well-being than material things.

Source: U.S. Monitor State of the Consumer. (September 2013). The Futures Company.

Published by dkachiros

My purpose is simple – to identify the authentic potential in brands, discover their beautiful truth and inspire them to tap into their purpose or their raison d'être (reason for being). This is a brand’s beautiful truth. Establishing that truth opens the door for fresh approaches and ideas that are unmistakably true to brand, yet breakthrough for consumers – suited for building businesses. It’s all about shattering category conventions, finding permission for new territory and ultimately building relevance and more meaningful experiences at every moment along the journey. I pride myself on getting people to fall in love with the brand, be it for the very first time and or all over again. Feel free to reach out to me if I can help in any way. Dixie Kachiros 214-596-8468

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