A variety of measures indicate that the economy did not significantly improve in 2009, as many had hoped. Unemployment rose steadily throughout the first three quarters of 2009 and reached a 28-year high of 10.2% in October. Consumer confidence climbed from the unprecedented lows observed in Q1 but remained at historically low levels throughout the year. These factors and others are driving changes in American lifestyles at a macro level. Most consumers have become much more frugal and this has created a very challenging environment for manufacturers and retailers from a variety of industries.

A variety of measures indicate that the economy did not significantly improve in 2009, as many had hoped. Unemployment rose steadily throughout the first three quarters of 2009 and reached a 28-year high of 10.2% in October. Consumer confidence climbed from the unprecedented lows observed in Q1 but remained at historically low levels throughout the year. These factors and others are driving changes in American lifestyles at a macro level. Most consumers have become much more frugal and this has created a very challenging environment for manufacturers and retailers from a variety of industries.

Given the fact that many companies are finding it harder than ever to turn a profit, it is especially important to carefully examine American lifestyles in order to optimize marketing and product development efforts while identifying areas of potential growth.

This report addresses the following questions:

At a macro level, how does economic performance in 2009 compare with 2008 and previous years?

How has the recession impacted American lifestyles in 2009?

Did Americans become more optimistic and willing to spend in 2009, compared with 2008?

What channels tend to perform relatively well or very well during recession?

How have changes in American lifestyles impacted the willingness of Americans to increase spending in various food and non-food categories?

How have entertainment habits changed during the recession?

How have media consumption habits changed since the recession began?

How have sales of eco-friendly and “ethical” products fluctuated during the recession?