The New Consumer

Research from Havas Worldwide is showing a shift in both personal and consumer values, as people begin to rethink what is important and how they want to live. In their personal lives, people are fed up with our dumbed-down culture and surface-level interactions; they are craving a more meaningful and satisfying approach to living. They want to dig deeper and feel more connected to other people and to higher-minded goals. In their consumer lives, people have grown weary of disposable goods, excess consumption, and endless attempts to move up to nicer cars, bigger homes, and the latest in everything; instead, they are finding value in downsizing and “substance shopping”—a shift with important implications for marketers and brands.

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