Title: Decoding the New Consumer
Periodical: Inc. September 2010
Author: John Gerzema

Review:This article focussed on consumer spending habits over the last two years. People are doing more projects on their own and more thrifty with their spending. Also, consumers are researching companies values more and only patronizing the companies that match thier values. Some of the basic values that cross all social and economic groups include; transparency, honesty, kindness, good stewardship, and humor.

Consumers are becoming more self-reliant and looking for ways to produce what is needed instead of purchasing needs. More people are bartering, exchanging goods for goods or goods for services (skills) instead of cash-this creates an opportunity to provide the materials and tools to reinforce this trend. Consumers are looking for companies that can feel their pain economically. Hyundai sales rose 12% during the dismal economic times by saying to consumers, "if you lose your job, you can return your car". Research is showing that in today's economic times it is more challenging to sell a $1,000 item that is the latest version of something that you may already own. Companies have to find ways to convince consumers that the new item will provide a better experience, while advancing energy efficiency and quality that will yield some savings to the consumer.

Microsoft is beating Apple in reputation, leadership, and being the best "brand", because of Bill Gates philanthropy. If the top level management can be identified as making the world a better place will help the companies reputation. Microsoft has a program called Elevate America, where they are retraining over 2 million Americans in the next 3 years in technology to help retool and leverage the technology that business have available. This article is a new, fresh perspective on how businesses can be successful and some ways that todays companies are creating ideas to meet the changing consumers. This was a great article.