"With credit harder to obtain, mortgage costs rising and unemployment growing in the United States, Europe and Japan, clever advertising may not be enough to persuade those who can still afford it to part with their money.
"In grim times it becomes distasteful or simply unfashionable to spend money on bling or what you might call conspicuous consumption," said Rory Sutherland, vice-chairman at advertising agency Ogilvy.
"There will be a trend toward Swedish, Lutheran-style minimalism," Sutherland predicted, referring to the modest, even austere, lifestyles favored by Lutherans and Swedes by reputation."
Or did they just mean to say IKEA?
Such a joyous Gaudete!
8 hours ago