The convergence of economics, demography, attitudes, and technologies is creating a huge shift from “conspicuous consumption” to “conscious frugality.” Part of this is a generational trend, and part of it is just cyclical. Nevertheless, it will have major implications for businesses large and small. What’s ahead? What does it mean for your firm? How should you respond? We’ll provide you with some useful insights and guidelines that will enable you to navigate the evolving landscape.