Nonprofit, nonpartisan journalism. Supported by readers.


Five traits of the new American consumer

Kimberly Palmer of U.S.

Kimberly Palmer of U.S. News & World Report confirms that American consumers have become more disciplined with their spending since the start of the recession, prioritizing financial security over materialism.

Two new books — “Spend Shift,” by John Gerzema and Michael D’Antonio, and “Consumed,” by Andrew Benett and Ann O’Reilly — have helped clarify the shift with comprehensive consumer research.

Palmer discusses five characteristics that define today’s increasingly-informed, community-conscious, brand-conscious consumer — and how companies can appeal to them in this article.

How would you describe your own consumer habits? Tell us in the comment section below.