The new frugality meme continues to resonate with mainstream America. Despite signs of recovery, "upscale" connotes a negative, so reports POLITICO. In informal surveys among those on my networks, professional and personal, I am finding very few are changing their bargain-hunting mindset and behavior. They're boasting about discovering the consignment shop which stocks brandname clothes in plus sizes and a hotel liquidator outlet which has sleeper couches for less than a hundred bucks.
For those of us in communications, especially copywriting, this might be a shock. Consequently, we have to get our arms around this pursuit of "good enough," "affordability," and "percent savings." Then we have to transform that into language and content which resonate with customers and clients. Obviously, our audience, including in much of B2B, is the 99 Percent.
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