This recession is not only affecting our pocketbooks, but also changing the American mindset. Instead of thinking that a new gadget or clothing item will make us happy, people are finding more value in spending time with friends and family. “What Has Worth and What’s Worthwhile”, we found that people are making a longer-term shift toward experiences and relationships than material possessions. Throughout our research we developed the following:

•Substance is the new currency: Americans are no longer fixated with material possessions, and focus more on experiences and relationships.

•Experiences have replaced possessions as “must-haves”: Consumers are predicted to spend a larger portion of their disposable income on experiences that bring them joy rather than conspicuous consumption.

•Getting connected and staying connected: People have a stronger desire to develop and maintain relationships with friends and family.

•Doing what feels right: This change in beliefs has prompted people to volunteer, contribute and share with their community.