Editor's Notes: Say the Right Thing
Keeping these factors in mind, marketers must match their language and offers to fit the current consumer mind-set. For one, anything marketers can do to make their offers less risky will be a smart move, as will be demonstrating the solidity of their companies. The key themes right now are responsibility, necessity, trade-offs, investment in the future and, to some degree, fantasy that's affordable.
After such a wave of unchecked consumption, it's going to sting us all a little to cut back. And many of us will help make the medicine go down easier by finding virtue in doing without. At the same time, we certainly will appreciate those companies that help us find ways to do more with less.