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.) ( Publishers Weekly, August 23, 2010)
‘Through indepth observation, expert interviews and unique market data… describes the new “value–driven economy” and what it means for business.’ (Ethical Corporation, September 2010).
Spend Shift offers 10 “take–aways spelling out the traits of the new America... It′s a handy list for marketers and business managers” – The Wall Street Journal
“A timely look at how the economic malaise has affected how and what consumers buy” – The Washington Post
“Nothing and Everything ― What Consumers Expect from The New Normal” – The Huffington Post
“Is this the future of commerce?” –– Fast Company
“The post–crisis consumer is a much different person. Consumers are making amends for their sins of credit and have become disciples of debit. They’re simplifying and spending money that truly empowers and adds value to them while shedding the glitter and the bling.” –– Forbes
“If you recognize that you might have made a Spend Shift, want to explore what values other than frugality are being embraced by your kindred spirits coast to coast, or want to know how various companies and brands are making a very intentional effort to prioritize values over profits, Spend Shift breaks these national trends down to a very relatable, human scale while still providing a heavy dose of education about this major change in our collective consciousness around consumption.” – The Boston Globe
“How We Shop – A New Revolution”––CNBC
New spending patterns reveal how massive cultural value shifts can be recognized in today′s consumer behavior and are remaking capitalism for the better.
In Spend Shift, John Gerzema, best–selling authorand expert on consumerism, and Pulitzer Prize winning writer Michael D′Antonio travel acrossAmerica to document a renewal of hope andenterprise in the post–recession economy. Guidedby exclusive data from Young & Rubicam′s vastsurveys of public attitudes, the authors find thathipsters in Brooklyn, entrepreneurs in Tampa, and veterans in Northern California are all returning to age–old values such as self–reliance, faith, and thrift
to redefine the "good life." These value shifts can be
seen in consumers as mindless consumption becomes mindful. Through focused spending, consumers are influencing a myriad of companies and hoping to make the world a little better with each purchase.
Packed with insights from global leaders in market psychology and communication, Spend Shift also features interviews with business leaders from over fifty companies who understand the changes now under way. At companies like Zappos, Ford, Etsy, SunRun, and RecycleBank, to name just a few, the authors find executives who are harnessing new technologies and old–fashioned customer–first practices to make their companies more relevant, more resilient, and more profitable. These examples, and many others, show that while the consumer psyche is changing even faster than the economy, companies can adapt and thrive. In the process, they may also feel a lot better about their impact on the communities they serve and on the planet they share with their customers.
Compelling and insightful, Spend Shift is essential reading for anyone interested in how societal values are changing and how businesses can connect with customers who vote with their dollars, every day.
From the Back Cover
What do old–fashioned virtues tell you about the new economy? A social theorist and expert on consumerism and a Pulitzer Prize–winning reporter hit the road to examine life after the Great Recession. What they uncovered will tell you everything you′ll need to know to survive and thrive.
"Spend Shift is a must–read for anyone who wants to understand how to cope withthe ongoing economic crisis. Armed with reams of data as well as compelling stories,John Gerzema and Michael D′Antonio show how millions of people across America are resetting their spending and their lives in response to the new financial realities."
Richard Florida
Best–selling author of The Rise of the Creative Class and The Great Reset
"What do a café owner in inner–city Detroit, a laid–off consultant in Dallas, and a retired U.S. Marine in California have in common? It turns out that like millions of others, they refuse to be discouraged by the economic crisis and are responding in radical and creative ways. In Spend Shift you′ll discover these people and many others including leaders atbig companies like Ford, Walmart, and Microsoft who are doing well by doing good.The authors also provide invaluable insights into the values that guide today′s consumer. Read Spend Shift and be inspired."
Charlene Li
Social media and marketing expert and best–selling author of Groundswell and Open Leadership
"The aftermath of yesteryear′s Great Crisis? A new consumer calculus: the who, what,where, when, and why of consumption are changing radically. If you want to understand why you′ve got to do more than just create value why creating twenty–first century advantage begins, instead, with living and breathing meaningful values that matter the most this brilliant book should be your guide."
Umair Haque
Director of the Havas Media Lab and founder of Bubblegeneration
"Shift into learning mode. This book will help you achieve escape velocity. Gerzema and D′Antonio have the facts, but also the prescription."
Chris Brogan
New York Times best–selling author of Trust Agents and Social Media 101
About the Author
John Gerzema
Gerzema, chief insights officer of Young & Rubicam, is an internationally known social theorist on consumerism. As a consultant to corporate leaders, he is a pioneer in the use of data to identify social change that helps companies both anticipate and adapt to new consumer interests and demands. His book, The Brand Bubble (Jossey–Bass, 2008), is a BusinessWeek bestseller and was voted #3 in Amazon′s best business books of 2008 and best marketing books of 2009 by strategy+business. Gerzema is anin–demand public speaker, and his TED speech, "The Post–Crisis Consumer," has been viewed by tens of thousands of people.
Michael D′Antonio
D′Antonio is the author of more thana dozen books. Hisbiography, Hershey, was named one of BusinessWeek′s best books of the year, and The State Boys Rebellion received similar honors from the Chicago Tribune and Christian Science Monitor. While at Newsday, D′Antonio won the Alicia Patterson Fellowship for journalists and was a member of a team of reporters that won the Pulitzer Prize. His work has appeared in the New York Times Magazine, Esquire, Discover, the Los Angeles Times Magazine, and other publications.
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