Toniq New - Articles + Appearances

Publisher's Note:
Fun Frugality
by Gordon Kaye

The best part of the end of the year for me — at least the "me" who needs to fill this column every week — is that the futurists and megatrenders come out of the woodwork to share their futurisms and megatrends. Are the smart ones provocative? Yes. Do they ever get it right? Not sure, I never remember to check back. A favorite futurist of ours is brand development consultant Cheryl Swanson of Toniq whose views will receive more space next month. Meanwhile, here is one sliver of insight from her extensive "From Surviving To Thriving" report. Observing a brave new era of austerity, she contends that "this forced frugality can be fun frugality, however, and many consumers are approaching the 'belt tightening' in an optimistic and creative manner."

Among the evidence she cites, people are: hanging out at home for comfort and connection; reading books already on the shelf; enjoying public spaces such as parks, free concerts and museums; getting out the sewing machine to create or fix clothing; turning thrift store visits into scavenger hunts; involving the whole family in couponing; making homemade gifts such as cookies and DIY accessories; shopping at mass merchandisers or discounters that have a sense of style. I believe Cheryl is spot on: we have a collective need to turn inward and refocus on things that really matter. Within limits "fun frugality" may prove healthy and even rejuvenating for a society strung out on stuff. Always up for a trend, I am trying to convince the team at GDUSA to take their pay in coupons, some paperclips I have turned into jewelry, and General Motors stock. Should be fun to see their reactions.

Published by GD USA
November 18, 2008

See GD USA on the web > Download the Article (PDF) >