The global economic situation is causing people to see their lives and brands through a new lens. This reframing is a catalyst for accelerated change in values. 88% of Americans now think the US is too materialistic, a study by Boston College suggests. People are going back to basics, realising that the most valuable currency is relationships with the people that really matter.
Having competitively collected any old random acquaintance as a Facebook "friend", people are now cutting back to just the real ones - a trend, which Burger King exploited fiendishly, with their Whopper Sacrifice campaign. (Facebook users could trade in the friends they didn't really know or like for free Whoppers.)
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