The 1980s decade was the decade of conspicuous consumption. Madison Avenue’s messages over the last ten-year’s stressed the virtue of accumulating stuff. How many flashy clothes do we need and fast cars can we afford? How many gadgets do we need?
The ‘less is more’ ethic is becoming more prevalent. Experiences, travel, creativity, free time, balance, control, values, and family have become status symbols. A simpler life has become a core Brand U principle.