New US shopper to emerge from crisis: J. Birchall

www.ft.com Reported here by: SPM , 8 April 2009

As the recession dramatically alters where and how Americans spend their money, there is an emerging consensus on the likely profile of the ‘new’ US consumer who will emerge on the other side of the crisis. A Citigroup report, for example, argues that US consumers are shifting towards conscientious consumption, embracing a thriftiness focused on value and quality, not quantity… Andrew Benett, of Euro RSCG Worldwide, says the changes are likely to be long-lasting. I don’t think we are going to go back to the behaviours of the past, which were about excess and not thinking things.”