Adamson believes that pent-up demand will prove beneficial for behemoths that offer value, choice and
superior in-store experiences such as Wal-Mart, Lowe's, Home Depot and the Gap. Online, Amazon is poised for continued leadership.
Adamson also writes that consumers will be less emotional and more rational in their buying decisions. As one of his colleagues puts it: "Consumers will look for the four 'goods': Does it taste good? Is it good for my health? Is it good for my wallet? Is it good for the planet?" As for marketing gimmicks, save them for another zeitgeist.
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