Really interesting report about how brands in the US are looking at brands from Landor New York's 2009 Trends Forecast: Market Trends and Their Impact on Brands.
Main thought is that brands are moving away from conspicuous consumerism to modesty and moderation. Put simply, the economy has meant that flaunting luxury is becoming bad taste.
Key points from LANDOR ASSOCIATES NEW YORK's trends outlook 2009
• 'Acceptable consumerism' is the new ethos
• Richer consumers will be less interested in displays of wealth
• Flaunting wealth will be considered bad taste
• Consumers will seek comfort and security rather than status
• Rise of old-world sensibilities in branding
• Home-care segment will be well-positioned
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