Mourning has broken: People are not as bummed-out about living lean as you might think

A story from today’s Marketing Daily suggests that people are having a little fun with the lifestyle changes that were sparked by the Great Recession. Click here to read the article, which was based on a study from Deloitte.

Implications: In the years leading up to the Great Recession, one of the consumer trends I enjoyed pointing-out was called “Overwhelming Abundance.” It was the idea that we can buy almost anything, anywhere, and that we had become a very disposable society. Getting things fixed was rare. Getting things replaced was the norm.

This story suggests that people are looking back on that life with a little embarrassment. They are enjoying the idea of being a bit more picky, a bit more careful/responsible, and opting for products and services that actually add value to their lives. They’ve turned “value hunting” into a virtual sport, using coupons, shopping harder, and comparing prices.

You know, it’s funny: Not long ago, we would see an offer and say, “Why not!?”

Now, we are asking, “but why?”

Your messaging should answer that question.

Mike Anderson