Are we, American consumers changing for the better? Could the American dream of accumulating and consuming, of bigger, better, more of everything,  be dying? A recent study poses  insights into post-recession consumer attitudes and behaviors.  Coming of Age in the Great Recession, by Context-Based Research Group. (01/27/10) The study  says Forty-three percent of Americans believe the recession has positively affected their lives.

What? How? Incomes are down, jobs are gone before we apply. Everyone I know is cutting back and feeling insecure financially, even if their situation is not particularly dire. Most of us have less money, more uncertainty, and heightened awareness of every purchase, from coffee to a car (will it be work and be safe?)

“One of the most interesting findings is that 78 percent agreed the American Dream has died. “

Simultaneously, social connection, both on and off line has skyrocketed. Facebook is now the 3rd largest country in the world, after China and India! We chat, link, post photos, videos to stay connected every minute of the day. We buy based on  peer reviews and what  our friends think and say, not on advertising. We research before purchasing.  We google  anything and anywhere. Volunteerism is up, as is family connection and “staycations.”

“However, we see that a new dream — focused on freedom and ideals rather than material possessions  is being born,” said Dr. Robbie Blinkoff, principal anthropologist and co-founder of Context-Based Research Group.

A shift is happening in terms of what we value and the way we interact with the world. Is the new American dream moving towards measuring the quality of our lives in social terms before economic ones?

I think a lot about what’s really important to me and how I’m using my time and talents. I’m one of those people who crossed over to a life and work model based on what I believe in and feel am  “called” to do. The years i spent in big agencies were an amazing experience. I learned from some of the  best in the world. But I didn’t believe in the products I was promoting.  Marketing causes and companies making the world a better place has made all the difference for me.  Every day I talk to someone or hear from a friend who is looking to play a positive role and do good for the world, instead of focusing on “what’s in it for me?”   It’s immensely encouraging.
The initial study identified a five stage process consumers were undergoing:

  1. “I no longer want to be defined by what I  buy.“
  2. “ I cut back my credit and started to save.“
  3. We Economy “Transacting life is not as valuable as building relationships.“
  4. unSTUFFing Our Lives “I’m getting rid of value-less things and
 surrounding myself with people and things that matter.”
  5. The Grounded Consumer “Now I’m more strategic and smarter — connecting my emotional, rational and social senses to how I live  and consume.”

Other interesting findings from the study:

  • 78% agreed the American Dream has died — people now see how the dream
 had become defined in terms of material possessions rather than freedom
  • 88% took steps to spend less
  • 83% made permanent changes in spending and saving behavior
  • 51% planned to give time and/or volunteer as a gift this past holiday
 season
  • 83% planned to spend more time with family and friends over the holidays
 than they had previously
  • 61% de-cluttered their home and/or consigned items

Do you agree?  What values or causes are becoming more important to you than “stuff?” Is this shift temporary or permanent? What is your new vision of the “American Dream?” I’d like to hear from you. Post a comment below, email me cindykerr@ckarma.com , check us out on facebook or call me. Until next time.

Read the article on the New Grounded Consumer, click on the link.