The economic recession shook the American consumer to their core. Not only did consumers start rethinking their spending habits and separating needs from wants, but a cultural shift toward value and practicality created new challenges and new opportunities for brands.
As 90% of Americans reduced spending—45% of those by necessity and 55% by choice—we explored how the consumer had changed, whether those changes would be enduring and if the recession could become an untapped opportunity for online retailers.
Through research, in-person interviews and online participation, we uncovered how the recession fundamentally rewired the way teens and their mothers think about saving, shopping, brands and digital and why these new consumer behaviors are here to stay.
