Adjusting to Back-to-Basics Consumers


A new study of consumers by Euro RSCG shows a shift in consumer values and behaviors, as people begin to rethink what is important and how they want to live. Analyzing the findings of its “New Consumers” survey of 5,700 adults in seven markets (Brazil, China, France, Japan, Netherlands, United Kingdom and the United States), the study reveals how changes in consumer consciousness are driving people away from the hyper-consumerism of recent decades and toward a more mindful approach to living and consuming (see the key U.S. findings below). The questions for PR executives are: Will this change in consumer attitude and behavior affect how PR execs communicate with people?

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