Dissecting the Downturn Generation

A new report was released by Information Resources Inc., titled “Dissecting the Downturn Generation,” in which they discuss the changing attitude of individuals growing up in the recession and how the recession will influence their purchases even when the economy picks up. According to the report, there are three types of shoppers emerging from the recession.

Optimists - Consumers who believe "things will get better during the next 12 months," are spending wisely, cutting back selectively and making sacrifices as a last resort.

Maintainers - Consumers who agree that, "the economy won't get worse, but it won't get better either," and are also spending wisely, but are more aggressive about making cutbacks.

Pessimists - Consumers who identify with the direst predictions, believing, "if you think times are hard now, next year will be worse," and are cutting back wherever possible and hunting tirelessly to find deals.

For the full report, please click here.

What will this mean for shopper marketing? How will you change or sustain your marketing to cater to these new shoppers?