The Shift in Thriftiness: How Consumers Are Redefining Value and Sustainability Consumers are living through a paradoxical moment in history.
On one hand, people are willing to pay premium prices for sustainable, high quality products that promote eco friendly practices. On the other hand, they still crave the thrill of scoring a bargain.
This shift in thrifty consumer behavior has profound implications on how we shop, what we buy, and why.