Community commerce. Secondhand nation. Conscious consuming. Meshing. Call it what you will, the new mindset grew out of the recession that occurred just as social media boomed, leaving people looking
for ways to get what they want without cash and without going to the store.
John Gerzema, chief insights officer at New York-based ad agency Young & Rubicam and author of the Spend
Shift, says, "People are realizing that thrift isn't a bad word. And we're very comfortable using social tools. The old way of spending doesn't have to happen. We can rent it, borrow it, trade
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