A values shift is reshaping America. The presentation outlines how this is happening. By moving from mindless to mindful consumption we can reinvigorate, business and society for success in the 21st century.

2. THE GREAT UNWIND
2 Source: Conde Naste Portfolio, January 2009 Copyright John Gerzema/Young & Rubicam

3. THE NEW FEAR ECONOMY
UNEMPLOYMENT NATIONAL DEBT
HOUSING VALUES DETROIT
EQUITY MARKETS CURRENCY VALUATION ?
INTEREST RATES ? HEALTHCARE ?
COMMODITY PRICES BANK LENDING
IN(STAG)FLATION ? FACTORY & HOUSING STARTS
BAILOUT ? CREDIT CARD EXPOSURE
}
CONSUMER CONFIDENCE
7 Copyright John Gerzema/Young & Rubicam

4. THE 50-20 PARADOX
9 Source: Board of Governors of the Federal Reserve System Copyright John Gerzema/Young & Rubicam

5. THE LARGEST BUDGET DEFICIT POST WWII
9 Source: Board of Governors of the Federal Reserve System Copyright John Gerzema/Young & Rubicam

6. VISUALIZING THE BAILOUT
10 Source: The Atlantic Copyright John Gerzema/Young & Rubicam

7. AFTER YEARS OF INDULGENCE,
AMERICANS ARE SPENT
10 Source: The Atlantic Copyright John Gerzema/Young & Rubicam

8. AMERICAN’S HOMES NO LONGER
PERSONAL LINES OF CREDIT
13 Source:Us Department of Housing and Labor, 2009 Copyright John Gerzema/Young & Rubicam

9. HOUSING VALUES CONTINUE TO DECLINE
ACROSS THE U.S.
12 Source: “Irrational Exuberance”, 2nd edition, 2006, by Robert J. Schiller Copyright John Gerzema/Young & Rubicam

10. THIS PERIOD MARKED BY MOST JOB LOSSES, WEAKEST
RECOVERY
16 Source: Change in Nonfarm Pay rolls, Reported Monthly, Bureau of Labor Statistics, U.S Dept of Labor Copyright John Gerzema/Young & Rubicam

11. AFFLUENT MORTGAGE
RATE DEFAULTS
18 Source: LPS Applied Analytics Copyright John Gerzema/Young & Rubicam

12. DEALING WITH THE STRESS
OF THE CURRENT ECONOMY
3 Source: Comscore Copyright John Gerzema/Young & Rubicam

13. MASLOW UPENDED
20
07
20
09
19 Source: American Progress.org February 2009 Copyright John Gerzema/Young & Rubicam

14. MOVING FROM MINDLESS TO
MINDFUL CONSUMPTION
PRODUCER OF QUALITY RATHER
THAN CONSUMER OF QUANTITY
32
39 Copyright John Gerzema/Young & Rubicam
39

15. WE EXAMINED 15 YEARS
OF DATA FROM BRANDASSET
VALUATOR®
WORLD’S LARGEST 40,000 BRANDS QUARTERLY U.S.
DATABASE OF PANEL OF 15,000+
BRANDS 215 STUDIES RESPONDENTS
OVER 500,00 ACROSS 44 72 DIFFERENT
CONSUMERS COUNTRIES BRAND METRICS
15

16. THE NEW RULES OF
‘POST-CRISIS CONSUMERISM’
NEW CULTURAL VALUES
NEW CONSUMER BEHAVIORS
NEW MANAGEMENT PRINCIPLES
49 Copyright John Gerzema/Young & Rubicam

17. POST-CRISIS CONSUMERISM
RULE #1
CULTURAL VALUE = LIQUID LIFE
CONSUMER STRATEGY = DÉCLASSÉ
CONSUMPTION
MANAGEMENT = DOLLARS AND
PRINCIPLE SENSE
56 Copyright John Gerzema/Young & Rubicam

18. DÉCLASSÉ CONSUMPTION CULTURAL VALUE=LIQUID LIFE
CONSUMER BEHAVIOR = DÉCLASSÉ CONSUMPTION
MANAGEMENT PRINCIPLE= DOLLARS AND SENSE
18 Copyright John Gerzema/Young & Rubicam

19. 19

20. 20

21. 21

22. 22

23. 23

24. 24

25. 25

26. DOLLARS AND SENSE CULTURAL VALUE=LIQUID LIFE
CONSUMER BEHAVIOR = DÉCLASSÉ CONSUMPTION
MANAGEMENT PRINCIPLE= DOLLARS AND SENSE
26 Copyright John Gerzema/Young & Rubicam

27. 27

28. 28

29. 29

30. 30

31. 31

32. POST-CRISIS CONSUMERISM
RULE #2
CULTURAL VALUE = ETHICS AND
FAIR PLAY
CONSUMER STRATEGY = EMPATHY AND
RESPECT
MANAGEMENT = VALUE AND
PRINCIPLE VALUES
32 Copyright John Gerzema/Young & Rubicam

33. EMPATHY AND RESPECT CULTURAL VALUE = ETHICS AND FAIR PLAY
CONSUMER BEHAVIOR = R-E-S-P-E-C-T
MANAGEMENT PRINCIPLE = VALUE AND VALUES
54 Copyright John Gerzema/Young & Rubicam

34. 34

35. 35

36. 36

37. 37

38. 38

39. 39

40. VALUE AND VALUES CULTURAL VALUE = ETHICS AND FAIR PLAY
CONSUMER BEHAVIOR = R-E-S-P-E-C-T
MANAGEMENT PRINCIPLE = VALUE AND VALUES
55 Copyright John Gerzema/Young & Rubicam

41. 41

42. 42

43. 43

44. 44

45. 45

46. 46

47. 47

48. POST-CRISIS CONSUMERISM
RULE #3
CULTURAL VALUE = INDESTRUCTIBLE
SPIRIT
CONSUMER STRATEGY = DURABLE LIVING
MANAGEMENT = BRAND THAT
PRINCIPLE LASTS
50 Copyright John Gerzema/Young & Rubicam

49. DURABLE LIVING CULTURAL VALUE = INDESTRUCTIBLE SPIRIT
CONSUMER BEHAVIOR = DURABLE LIVING
MANAGEMENT PRINCIPLE = BRAND THAT LASTS
51 Copyright John Gerzema/Young & Rubicam

50. 50

51. 51

52. 52

53. 53

54. 54

55. BRAND THAT LASTS CULTURAL VALUE = INDESTRUCTIBLE SPIRIT
CONSUMER BEHAVIOR = DURABLE LIVING
MANAGEMENT PRINCIPLE = BRAND THAT LASTS
55 Copyright John Gerzema/Young & Rubicam

56. 56

57. 57

58. 58

59. 59

60. 60

61. 61

62. 62

63. POST-CRISIS CONSUMERISM
RULE #4
CULTURAL VALUE = RETURN TO THE
FOLD
CONSUMER STRATEGY = COOPERATIVE
CONSUMERISM
MANAGEMENT = COMMUNITY
PRINCIPLE ORGANIZER
59 Copyright John Gerzema/Young & Rubicam

64. COOPERATIVE CULTURAL VALUE = RETURN TO THE FOLD
CONSUMER BEHAVIOR = COOPERATIVE CONSUMERISM
CONSUMERISM
MANAGEMENT PRINCIPLE= COMMUNITY ORGANIZER
64 Copyright John Gerzema/Young & Rubicam

65. 65

66. 66

67. 67

68. 68

69. 69

70. 70

71. 71

72. COMMUNITY ORGANIZER CULTURAL VALUE = RETURN TO THE FOLD
CONSUMER BEHAVIOR = COOPERATIVE CONSUMERISM
MANAGEMENT PRINCIPLE= COMMUNITY ORGANIZER
72 Copyright John Gerzema/Young & Rubicam

73. 73

74. 74

75. 75

76. 76

77. 77

78. 78

79. 79

80. THE CHINESE CHARACTER FOR CRISIS
ALSO MEANS OPPORTUNITY
BAD COMPANIES ARE DESTROYED
BY CRISIS. GOOD COMPANIES
SURVIVE THEM. GREAT COMPANIES
ARE IMPROVED BY THEM.”
—ANDY GROVE
65 Copyright John Gerzema/Young & Rubicam

81. RECESSION-PROOF
YOUR BRAND
JOIN THE CONVERSATION AT
THEBRANDBUBBLE.COM
ON FACEBOOK
OR TWITTER
@JOHNGERZEMA
81