Summary

Gold Medal Winner, General Business, 2012 Axiom Business Book Awards

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.

Publisher's Weekly Review

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.) (c) Copyright PWxyz, LLC. All rights reserved.

Booklist Review

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.--Siegfried, David Copyright 2010 Booklist

Library Journal Review

Mindful, not mindless, consumption, is now driving the expenditures of more than half of American consumers, argue the authors, and there is a shift back to traditional values of thrift and self-reliance. By recognizing this, responsible companies and organizations can indeed do well by doing good. (c) Copyright 2012. Library Journals LLC, a wholly owned subsidiary of Media Source, Inc. No redistribution permitted.