The Aldi recoil

Disasters tend to bring people together, people suddenly help those they wouldn't previously have given the time of day to. So could the recession and depression spark a sense of solidarity, collaboration and even responsibility?

If it does I suspect the marketing industry may not be too far behind and we could see a host of buy British campaigns, of course no one would be as gauche as to say buy British explicitly, that is far too Leyland. But if the likes of the privatised utility companies, Ford (i know they are not), WH Smiths, Tescos, rail companies and any other semi private-public-institution-large UK-ish company start telling us how hard they are trying, we may feel like supporting them to save a few jobs or just to convince ourselves we have done something positive. I expect you would get the government joining in with the noise - now that intervention has been given the green light thanks to a) us destroying the environment and b) bankers.

Sounds silly? You know the chorus well enough by now. If i had said to you last year that some UK coal mines would reopen and be more become profitable than lets say banking ...

Instead of the Aldi or Lidle effect we can call it the Aldi recoil effect.

Death of consumerism

It is not dead yet but from where i am standing it is looking pretty ill.

This downturn is changing the way people think, and for some time to come. It started off with us subtley changing our purchasing habits; one less coffee from Starbucks (or decent coffee shop), no evening paper at the station, having a simpler meal in the evening. It was all very illicit.

Only a year ago we were saying we needed whatever and putting it on the credit card. Now look at us. People are proudly saying we can't afford it. No longer do we have to justify going out for a cheap Pizza by saying the kids love it. Or explain away the old car on the drive with '... it is so reliable so i can't bring myself to sell it, anyway i hardly use it'.

Now of course I know I like to be different, and I make no effort to keep up with the Jones's. But it is still a bit of a relief not to contemplate it. So if this recession puts a dent in consumerism and makes us a bit happier about what we have, rather than unhappy about we haven't got then that will be a big positive. I just wish there wasn't the economic misery to accompany it.

I suspect there is going to be one big opportunity for honest, transparent retailers. But in the meantime watch out Aldi, Lidl, money saving sites, voucher codes, camping sites, car auction, Pizza Express (occasionally), H&M, ebay, freecycle ... here we come. And happy to admit it.

I suspect it is going to be called something like 'virtous thrift'.

Actually the Chorizo from Lidl is very good, you should try it.