The End of Consumerism?

As a marketer, it's my job to help our clients sell goods and services. Some people have challenged that my career choice is in direct conflict with my advocacy for sustainability. I'll admit it's a paradox, which is why we work so hard to align Maxwell with businesses that believe in investing in sustainable business practices.

There's another type of inconsistency to ponder; it's what economists call the "paradox of thrift." The Wall Street Journal reported yesterday that consumers are finally curbing the spending spree of the past decade, and actually saving more and spending less. We all know the DIY movement -- from backyard gardening to old fashioned sewing -- has gained huge momentum. Looks like the days of our parents (depending on your age) and grandparents -- where reduse, reuse, recycle stood for being thrifty -- are back.

The irony is that, what used to be revered as a quality character trait, is now bad for the economy. Typically savings help fuel investments, but in a recession, when consumers pull back, it contributes to a downturn. Like everyone else, I want the economy to get back on its feet and the millions who have lost their jobs to regain financial security. But I'd be lying if I didn't admit to some satisfaction that people are digging their hands in dirt, cooking their own meals, reading on public buses and, hopefully spending more time with loved ones. It's a forced slow down for sure, but maybe our culture will benefit in the end.

-Jen Maxwell-Muir