I think it’s safe to say that this recession has changed the way many people think about earning and spending money – maybe forever. That, in turn, is changing the way marketers are communicating with their target audience.

At the start of this recession, consumers sought out ways to save money – cost was the bottom line. Marketers answered the call by offering price reductions, rebates and coupons. Marketing messages focused on dollars and cents; who or what could save the consumer more in terms of money.

As the recession progressed, the focus shifted to value. Sure, cost still mattered; however, the marketing message concentrated on getting the most out of every cent spent. Marketers needed to clarify the value proposition for cost-conscious consumers who were still willing to spend money but be more selective on what they were purchasing and why.

Consumer behavior and marketing strategy is evolving yet again and some say it’s a change that will last well into the future. As Deborah Wahl-Meyer of Media Link explains in a recent Advertising Age article,

It’s not just about money and things; it’s about meaningful things and relationships. So I think we’re going to see a lot more push toward that.

It seems that, especially for newer generations, value paired with a world-view / lifestyle consciousness will get consumers to act. Marketing messages that describe not only value but also encompass bigger issues such as environmentalism, fair trade, community and the like, may be the new lasting trend.

Need examples of this marketing strategy in action? Just take a look at Starbuck’s latest campaign or go to their website. The banner on their site reads,

…You and Starbucks. It’s bigger than coffee. …A very big difference. Investing in small coffee farms can have big impacts in Tanzania.

So, along with the cup of coffee and the warm, fuzzy happiness one may get from buying from Starbucks, that consumer is also supporting fair-trade beans, healthcare and community in other countries. Wow, that’s a lot for $3.75 decaf!

Toyota dealers in one Canadian market actually increased car sales by telling consumers to drive less. You can read more about the campaign here.

Is this shift in strategy merely a short-term trend or do you think it will change how marketers and consumers communicate well into the future?