"I guess I am never surprised at a consumer's ability to take something and turn it into a way to tell a story about themselves. This is like taking something you may be forced to do and turning it into something you control and that you can turn into a 'braggable.'"
"In the Gartner research, 88% of consumers reported embracing one or more underconsumption behaviors than they would have two years ago. This reflects a profound shift in consumer priorities towards thrift and conscious choices."
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