13. Is the Recession more
a fundamental reappraisal
of the nature of consumption?
14. The real meaning of the Recession?
• No to “WANT IT!” marketing
• Savvy consumption
• New imperatives (eco-planet; children's future)
• Boycott of big business (untrustworthy, opaque)
20. 1. Goods, Greed and
Glamour
2. Modesty and Austerity
3. New Status
21. Scenario 1 : Goods, Greed and Glamour
The recession is seen to be no more than a blip;
a pause in the journey to an ever more
consumerist society
• Our characters are left unchanged
• Greed resurfaces
• Pent up demand leads to high spending
• Flaunting it is back
• Partying is back
•
Things return to 'normal'
22. Scenario 2 : Modesty and Austerity
The shock of the recession changes values
radically. Even when money flows back
people continue to live cautiously
•
After the drunkenness comes the hangover
•
Saving is now a habit & a virtue
•
Savvy consumers abound
•
Spending no longer seen as providing happiness
•
Back to basics - a return to solidity, longevity
and craftsmanship
23. Scenario 3 : New Status
People realise that there is no going back to the
bloated era before the recession and they want
something more meaningful
• New collective norms
• Hard work, social responsibility, ecology
•
Materialism has to be hidden eg.
cars are more flash inside than out
• People spend on new 'post material' status
• Higher controls, regulations, administration