Will people’s personal narratives change in tough times?

I have talked before about brands having narratives that are influential in our choices when we seek to use them to augment our personal narratives – like the 40 year old accountant who buys a Harley as it fits his personal narrative of being something of a rebel and maybe with a slightly ‘dangerous’ side.

But will the current economic climate drive us to change these personal narratives and thus our brand choice?  Will workers in the financial sector re-write their narratives as caring, hard working people and make choices with brands that suggest prudence and parsimony rather than overt opulence?

My only concern is that financial pressures my make us move the chapters on sustainability and eco-friendliness to the back of our narrative, slowing down the movement to brands with a sustainable narrative of their own.


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