People’s perception of value has changed. In 2009 we will see consumers’ normal obsession with consumerism put to the test as we start to witness a shift in consumer sentiment.

Needless consumption is out. Being frugal is in. Brands that can demonstrate how they add authentic meaning and alignment of values to the individual will win.

Here are a few examples of how everyday people are changing for the better:

US digital expert, David Armano tested the strength of digital communities with a plea to help out a family in need. No one knew them and yet he raised in excess of $US16,000. Details of the heart warming story are here.

Dave Ingham from Ryde created his business Rentachook so people could experience having their own chickens for six weeks before they committed to keeping them. Today, families all over Sydney (at least) have rented chickens - providing them with their own eggs.

Suddenlyfrugal.wordpress.com developed by American Mum, Leah Ingram, provides people with money saving tips, so inspiring she has become famous in the media.

There is no doubt the financial crisis has prompted this attitude, but it’s encouraging to see something positive coming out of this.

Thanks To: Suddenly Frugal, David Armano, Dave Ingham from Rentachook