Trends Report

Consumers' Recession Reactions Vary By Generation

Generation Is A Bigger Determinant Among Conservers Than Income

December 23rd, 2008
With contributors:
Reineke Reitsma , Serena Goldberg

Summary

With the economy tightening around consumers on a daily basis, it is crucial for companies to understand both who is and who isn't likely to curb spending. Various factors and motivations identify conservers and non-conservers, and weeding out the two groups can help companies find consumers who are still willing to spend.

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