It’s Not Just the Economy, Stupid

There are those who say the trend toward “mindful consumption” — people thinking more carefully about what and why they buy — will sputter out just as soon as the economy fully rebounds. They’re wrong, and for a number of reasons. As appealing as it may be for marketers to anticipate a return to hyperconsumerism and mindless excess, there are simply too many factors making that not just unlikely but virtually impossible.