The document discusses research from the Brand Asset Valuator database examining consumer behavior and spending trends. It finds that over half of Americans, around 113 million people, have adopted values-driven spending habits prioritizing issues like sustainability, local economies, and social good. Known as "Spend Shifters", these consumers are using their purchasing power to promote their priorities. The trends suggest businesses need to adapt to this new "values economy" by focusing more on character, authenticity and community.

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2. 2 Copyright 2010, John Gerzema/Young & Rubicam

3. WE EXAMINED 18 YEARS OF DATA FROM
BRAND ASSET VALUATOR®
WORLD’S LARGEST 50,000 BRANDS QUARTERLY U.S. PANEL
DATABASE OF BRANDS OF 16,000
275 STUDIES RESPONDENTS
OVER 800,000
CONSUMERS ACROSS 51 COUNTRIES $ 130 MILLON INVESTED
3 Copyright 2010, John Gerzema/Young & Rubicam

4. TO SUPPLEMENT OUR DATA, WE TRAVELED
ACROSS AMERICA
4 Copyright 2010, John Gerzema/Young & Rubicam

5. WE ARE MOVING FROM MINDLESS
TO MINDFUL CONSUMPTION
5 Copyright 2010, John Gerzema/Young & Rubicam

6. THE SPEND SHIFT IS THE MAJORITY OF AMERICA
THE SPEND SHIFT IS
A CONSUMER LED
MOVEMENT TO
PROMOTE VALUES
54.5%
THROUGH THE POWER
OF CONSUMPTION
113.4 MILLION PEOPLE
6 Total US population estimate age 22+ / 208 million people Another 26.6% exhibit similar beliefs and behaviors (55.4 Million people) Copyright 2010, John Gerzema/Young & Rubicam

7. THE SPEND SHIFT SUGGESTS WE’RE
MORE ALIKE THAN DIFFERENT
7 Copyright 2010, John Gerzema/Young & Rubicam

8. SPEND SHIFTERS THROUGHOUT THE WORLD
Source: BrandAsset ® Valuator’ international values segmentation
8 — 4-C’s (Cross-Cultural-Consumer-Characterization) Copyright 2010, John Gerzema/Young & Rubicam

9. FOR 80% OF AMERICANS, THIS IS A RECESSION
LIKE NO OTHER
9 Copyright 2010, John Gerzema/Young & Rubicam

10. TRUST DECLINE ACROSS INDUSTRIES 2005 TO 2010
10 Copyright 2010, John Gerzema/Young & Rubicam

11. NEW PRIORITIES IN EXPECTATIONS FOR
COMPANIES AND BRANDS
11 Copyright 2010, John Gerzema/Young & Rubicam

12. THE ROLE OF CONSUMERISM IN THE
AMERICAN DREAM IS CHANGING
“I FIND THE MORE I HAVE THE
MORE I WANT.”
DISAGREE
12 Copyright 2010, John Gerzema/Young & Rubicam

13. AND THE ECONOMIC PAIN HAS LEAD US TO
RECONSIDER OUR VALUES AND OUR PRIORITIES
“MONEY IS THE BEST MEASURE
OF SUCCESS.”
77.9%
87.5%
DISAGREE
13 Copyright 2010, John Gerzema/Young & Rubicam

14. OUR SHIFTING CONCEPTS OF NECESSITY
SHIFTING CONCEPTS OF NECESSITY
50
40
PREFERENCE (WANT)
PERCENTAGE
30
20
USAGE (NEED)
10
0
1993 1997 2001 2005 2008 2009
14 Copyright 2010, John Gerzema/Young & Rubicam

15. PEOPLE WERE ADJUSTING THEIR LIFESTYLES EVEN
BEFORE THE CRISIS HIT
15 Copyright 2010, John Gerzema/Young & Rubicam

16. THIS IS NOT A “NEW NORMAL,” BUT A RETURN
TO NORMAL
16 Source: Board of Governors of the Federal Reserve System Copyright 2010, John Gerzema/Young & Rubicam

17. SPEND SHIFT NO. 1
THE NEW AMERICAN FRONTIER
OPTIMISM RESILIENCY OPPORTUNITY
17 Copyright 2010, John Gerzema/Young & Rubicam

18. PEOPLE ARE MORE HOPEFUL AND OPPORTUNISTIC
“SINCE THE RECESSION I’M ACTUALLY
MORE CAPABLE OF STARTING MY OWN
BUSINESS.”
48.0%
60.0%
AGREE
18 Copyright 2010, John Gerzema/Young & Rubicam

19. AND MANY ARE MOVING FROM INDUSTRIAL TO
INDUSTRIOUS THINKING
“THERE IS A GREATER OPPORTUNITY
FOR INDIVIDUAL BUSINESSES TO COMPETE WITH
LARGE COMPANIES THAN THERE USED TO BE.”
39.0%
53.0%
AGREE
19 Copyright 2010, John Gerzema/Young & Rubicam

20. CHARLES SOREL
OWNER/RACONTEUR:
LE PETIT ZINC
DETROIT
20 Copyright 2010, John Gerzema/Young & Rubicam

21. TORYA BLANCHARD
OWNER:
GOOD GIRLS GO TO PARIS
DETROIT
21 Copyright 2010, John Gerzema/Young & Rubicam

22. PATRICK CROUCH
PROGRAM MANAGER:
EARTHWORKS FARMS
DETROIT
22 Copyright 2010, John Gerzema/Young & Rubicam

23. PAUL SAVAGE
CEO/RENEWABLE
ENERGY PUSHER:
NEXTEK POWER SYSTEMS
DETROIT
23 Copyright 2010, John Gerzema/Young & Rubicam

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30. SPEND SHIFT NO. 2
DON'T FENCE ME IN
RETOOLING EDUCATION BETTERMENT
30 Copyright 2010, John Gerzema/Young & Rubicam

31. PEOPLE ARE MORE SELF-RELIANT AND RESOURCEFUL
“SINCE THE RECESSION I AM INTERESTED IN
LEARNING NEW SKILLS, SO I CAN DO MORE
MYSELF AND RELY LESS ON OTHERS.”
64.7%
80.3%
AGREE
31 Copyright 2010, John Gerzema/Young & Rubicam

32. PEOPLE ARE IN-SOURCING AS WELL AS “UN-CONSUMING”
“THESE DAYS, I FEEL MORE IN CONTROL
WHEN I DO THINGS MYSELF INSTEAD OF RELYING
ON OTHERS TO DO THEM FOR ME.”
84.1%
92.5%
AGREE
32 Copyright 2010, John Gerzema/Young & Rubicam

33. LESLIE HALLECK
FOUNDER:
NORTH HAVEN FARMS
DALLAS
33 Copyright 2010, John Gerzema/Young & Rubicam

34. MIRIAM RODRIGUEZ
LIBRARIAN:
PUBLIC LIBRARY
DALLAS
34 Copyright 2010, John Gerzema/Young & Rubicam

35. PHIL TORRONE & LIMOR FRIED
FOUNDERS:
ADAFRUIT INDUSTRIES
NEW YORK CITY
35 Copyright 2010, John Gerzema/Young & Rubicam

36. ROB KALIN
FOUNDER:
ETSY
BROOKLYN
36 Copyright 2010, John Gerzema/Young & Rubicam

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45. SPEND SHIFT NO. 3
THE BADGE OF AWESOMENESS
NIMBLENESS ADAPTABILITY THRIFT
45 Copyright 2010, John Gerzema/Young & Rubicam

46. PEOPLE EQUATE HAPPINESS AND FREEDOM
WITH NEEDING LESS
“SINCE THE RECESSION, I REALIZE HOW MANY
POSSESSIONS I HAVE DOES NOT HAVE MUCH TO DO
WITH HOW HAPPY I AM.”
64.7%
80.3%
AGREE
46 Copyright 2010, John Gerzema/Young & Rubicam

47. FIXED COSTS AND OVERHEAD ARE “THE ENEMY”
“SINCE THE RECESSION I REALIZE I AM
HAPPIER WITH A SIMPLER, MORE DOWN-TO-EARTH
LIFESTYLE.”
64.8%
77.4%
AGREE
47 Copyright 2010, John Gerzema/Young & Rubicam

48. MAURA McCARTHY
CO-FOUNDER:
BLU HOMES
WALTHAM, MA
48 Copyright 2010, John Gerzema/Young & Rubicam

49. RUSS STANLEY
VP TICKET SALES:
SF GIANTS
SAN FRANCISCO
49 Copyright 2010, John Gerzema/Young & Rubicam

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58. SPEND SHIFT NO. 4
BLOCK PARTY CAPITALISM
CHARACTER AUTHENTICITY LOCALITY
58 Copyright 2010, John Gerzema/Young & Rubicam

59. PEOPLE ARE SEEKING OUT THE LOCAL
AND THE ARTISANAL
“I AM WILLING TO PAY A PREMIUM FOR
PRODUCTS/SERVICES FROM COMPANIES THAT
CONTRIBUTE TO MY LOCAL COMMUNITY.”
64.7%
70.0%
AGREE
59 Copyright 2010, John Gerzema/Young & Rubicam

60. WHILE MANY INCREASINGLY TURN AWAY
FROM BRAND NAMES
“I PREFER TO BUY NAME BRANDS.”
61.6%
55.6%
AGREE
60 Copyright 2010, John Gerzema/Young & Rubicam

61. LYNN JURICH
CO-FOUNDER &
PRESIDENT:
SUN RUN INC.
SAN FRANCISCO
61 Copyright 2010, John Gerzema/Young & Rubicam

62. TOM LEVIN
OWNER: TOM’S TOYS
AND A SUPPORTER
OF BERKSHARES CURRENCY
GREAT BARRINGTON, MA
62 Copyright 2010, John Gerzema/Young & Rubicam

63. JON NORTON
CITY MANAGER AND
RECYCLEBANK ENTHUSIAST
EVERETT, MA
63 Copyright 2010, John Gerzema/Young & Rubicam

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70. 70 Copyright 2010, John Gerzema/Young & Rubicam

71. SPEND SHIFT NO. 5
AN ARMY OF DAVIDS
COMMUNITY COOPERATION AMPLIFICATION
71 Copyright 2010, John Gerzema/Young & Rubicam

72. A GROWING TREND TOWARD
“COOPERATIVE CONSUMERISM”
“I BELIEVE MY FRIENDS AND I CAN CHANGE
BEHAVIOR BY SUPPORTING COMPANIES THAT DO
THE RIGHT THING.”
65.5%
69.0%
AGREE
72 Copyright 2010, John Gerzema/Young & Rubicam

73. ALTHOUGH PEOPLE FEEL LESS RICH, THEY ARE “VOTING”
WITH THEIR PURSESTRINGS
“I MAKE A POINT TO BUY BRANDS FROM
COMPANIES WHOSE VALUES ARE SIMILAR
TO MY OWN.”
70.9%
75.0%
AGREE
73 Copyright 2010, John Gerzema/Young & Rubicam

74. ANDREW MASON
FOUNDER:
GROUPON
CHICAGO
74 Copyright 2010, John Gerzema/Young & Rubicam

75. SCOTT MONTY &
BOB THIBODEAU
HEAD OF SOCIAL MEDIA
FORD MOTOR CO. &
OWNER OF FAMILY DEALERSHIP
DETROIT
75 Copyright 2010, John Gerzema/Young & Rubicam

76. 76 Copyright 2010, John Gerzema/Young & Rubicam

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84. WE ARE MOVING FROM A CREDIT TO
A DEBIT SOCIETY
32 Copyright 2010, John Gerzema/Young & Rubicam
39 39 Copyright John Gerzema/Young & Rubicam

85. THERE ARE NO LONGER CONSUMERS,
ONLY CUSTOMERS
85 Photo from Thomas Hawk Copyright 2010, John Gerzema/Young & Rubicam

86. AMERICA IS AN EMERGING MARKET FOR
VALUES-LED INNOVATION
86 Copyright 2010, John Gerzema/Young & Rubicam

87. JOHNGERZEMA.COM
TWITTER: @JOHNGERZEMA
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