To have and to hold in an economic downturn
As dollars turn scarce, people face new and increasingly difficult choices. The indulgent luxury experiences that thrive in a growing economy now seem too ephemeral. To most of us, this downturn somehow feels more serious than past recessions, and therefore demands a more serious response.
Disposable and momentary are out. Buy and hold is the name of the game. Instead of the Starbucks mini-escape, we see a return to the humble coffee maker. Instead of a massage, its a good salt scrub. People desire tangibility as a way to create comfort and stability in a volatile economy, where all the news is bad news.
