With the markets on the rebound and stories of the W-Curve beginning to wane, it appears the U.S. economy may recover within the next year or so. While this turnaround is largely dependent on growth in consumer spending, marketers will need to redefine and communicate differently to the new consumer of the post-recession era.

These targets may never return to previous levels of  spending, nor even think of buying products in the same way…or at the same price. The new consumer will take a much more cautious approach to spending and saving money in the future. He/she may believe that another recession could occur shortly after his/her retirement and education portfolios values return to where they were in 2007. And, price will become the key determinant in the purchase of products and services for the majority of Americans, cutting across multiple demographic and lifestyle segments.

Brand image, enhanced product features and value perceptions may not regain their former status in the purchase decisions for a long time. Marketers will be challenged in their efforts to position and distinguish their brands when all category players are competing on price.