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Spend Shift
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A much–needed optimistic yet realistic look at how the recession might be prompting behaviors that will change our society for the better. America, argue the authors, is undergoing a radical but positive shift in consumer values, away from the buying frenzy of the last few decades. Tracking purchasing and social attitudes in the U.S., Gerzema (The Brand Bubble) and D′Antonio (Hershey) observe that the recession has encouraged a resurgence of old–fashioned values––self–reliance, hard work, thrift, and community service. They present studies of such salutary developments as neighborhood revitalization in Detroit, job training in suburban Dallas, and increasing entrepreneurship in Brooklyn. According to the authors, as people adapt to the crisis by seeking greater balance and more fulfilling daily lives, they′re more likely to shift to supporting local businesses (ensuring tax dollars stay in their own communities), learning traditional DIY skills, and paying attention to the ethical and environmental practices of the companies to whom they give money. (Oct.) (Publishers Weekly, August 23, 2010)
‘Through indepth observation, expert interviews and unique market data… describes the new “value–driven economy” and what it means for business.’ (Ethical Corporation, September 2010).
Spend Shift offers 10 “take–aways spelling out the traits of the new America... It′s a handy list for marketers and business managers” – The Wall Street Journal
“A timely look at how the economic malaise has affected how and what consumers buy” – The Washington Post
“Nothing and Everything — What Consumers Expect from The New Normal” – The Huffington Post
“Is this the future of commerce?” –– Fast Company
“The post–crisis consumer is a much different person. Consumers are making amends for their sins of credit and have become disciples of debit. They’re simplifying and spending money that truly empowers and adds value to them while shedding the glitter and the bling.” –– Forbes
“If you recognize that you might have made a Spend Shift, want to explore what values other than frugality are being embraced by your kindred spirits coast to coast, or want to know how various companies and brands are making a very intentional effort to prioritize values over profits, Spend Shift breaks these national trends down to a very relatable, human scale while still providing a heavy dose of education about this major change in our collective consciousness around consumption.” – The Boston Globe
“How We Shop – A New Revolution”––CNBC
Product Description
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.
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6 of 6 people found the following review helpful
Light at the End of The Tunnel
18 Oct 2010
Format:Hardcover
Spend Shift described a hopeful scenario for America as it emerges from the Great Recession. Over the past two years the cavalcade of bad news on the economy and the state of our union economically and socially has been non-stop. In particular, this notion of the New Normal described by some of the savvier investing minds out there has given me the impression that we are a country in decline. What Spend Shift revealed was that the apparent decline was simply a re-shuffling of priorities and a re-engineering of business to align with those priorities. Rather than declining America was simply establishing a foundation for growth for the decades to come.
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.
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.
2 of 2 people found the following review helpful
Spend Shift
19 Oct 2010
Format:Hardcover
Spend Shift should be required reading for every business person. Everyone has been wondering how the economic crisis has changed us, and this book and its research spell it out. If you're waiting for the consumer to "come back" quit holding your breath. Gerzema and D'Antonio help us understand what's different and how we need to reposition our business to appeal to the new sense of value.Spend Shift: How the Post-Crisis Values Revolution Is Changing the Way We Buy, Sell, and Live
2 of 2 people found the following review helpful
A Fresh Perspective
18 Oct 2010
Format:Hardcover
Spend Shift is John Gerzema and Michael D'Antonio's antidote to recessionary gloom. In contrast to the tired narrative of American decline, this book offers a countervailing vision of innovation and opportunity. Through the real-world examples of entrepreneurs confronting the downturn, we can understand the emerging values important to consumers. This book is an essential primer to the new economic reality.
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