A new consumer study by Ogilvy & Mather shows that people are emerging from the current recession with a new outlook on life. The desire to get out of the rat race and live a more sustainable and self-sufficient life is becoming the new American dream.
The IT industry, where I now work, has been hit hard and I have seen a lot of colleagues struggle to stay employed or find employment after a corporate purge. I, myself, spent half a year unemployed between publishing and IT. It's no fun but I learned valuable lessons about what one needs and what one doesn't.
When all is said and done, I'd rather have security and enough freedom to enjoy my time on earth than a house that I may never be able to pay off or a car with every option installed.
Now that I'm employed again, have I reached the nirvana of sustainability? Nope but it's a better goal, I think, than keeping up with the Joneses at every turn.
Among the study’s key findings is that “having it all” is an unrealistic goal with 75% of those surveyed saying they would rather get out of the rat race than climb the corporate ladder – and instead, 76% said they would rather spend more time with family than make more money. Moreover, Americans are showing disenchantment with the pursuit of money with 75% again saying they would trade job security over a job that offered an opportunity for raises.
“The most surprising thing about our study was how much consumers were saying what they would NOT do for money, even when money worries are high on the list,” explained Graceann Bennett, Managing Partner and Director of Strategic Planning at Ogilvy & Mather Chicago. “Prioritizing your life based on money is seen as a sure way to be disappointed since the pursuit of money is often reliant on factors outside of consumers’ control. They have gone down this road before and are saying that they are not necessarily happier or better off as a result.”
In fact, the recession has revealed important new consumer priorities with quality of life and peace of mind at the top and a focus on living life in a more sustainable way both from an environmental and financial point of view.
Read more about the study at http://www.energybulletin.net/node/52243