08/23/2010 Nonfiction

Spend Shift: How the Post-Crisis Values Revolution Is Changing

the Way We Buy, Sell and Live
John Gerzema and Michael D'Antonio, foreword by Philip Kotler,
Jossey-Bass, $25.95 (272p) ISBN 978-0-470-87443-1
A much-needed optimistic yet realistic look at how the recession might
be prompting behaviors that will change our society for the better.
America, argue the authors, is undergoing a radical but positive shift in
consumer values, away from the buying frenzy of the last few
decades. Tracking purchasing and social attitudes in the U.S., Gerzema
(The Brand Bubble) and D'Antonio (Hershey) observe that the
recession has encouraged a resurgence of old-fashioned values--self-
reliance, hard work, thrift, and community service. They present
studies of such salutary developments as neighborhood revitalization
in Detroit, job training in suburban Dallas, and increasing
entrepreneurship in Brooklyn. According to the authors, as people
adapt to the crisis by seeking greater balance and more fulfilling daily
lives, they're more likely to shift to supporting local businesses
(ensuring tax dollars stay in their own communities), learning
traditional DIY skills, and paying attention to the ethical and
environmental practices of the companies to whom they give money.
(Oct.)