In fact, even as consumers around the world get bored with trading down, Americans are more enthusiastic—with some 53% saying they are actively seeking to trade down in some purchases, up 5 percentage points from the same time last year. But even that is fairly uneven, according to the lengthy report, dubbed "A New World Order of Consumption: Consumers in a Turbulent Recovery." While Americans are happy to trade down in such categories as paper products, fast food restaurants, cell phone contracts, cleaners, soft drinks and snack foods, they're reluctant to do so in furnishings for their home or apartment furnishings, washers and dryers, or organic food.