The Era of Consequences will be guided by a potent ambition of responsibility that will entail a greater emphasis on vigilance and resourcefulness. Spending will be shaped by the necessity for trade-offs and prioritization as consumers orient their shopping in coordination with networks of interests that include—but also go beyond—their own personal concerns.http://www.yankelovich.com/images/minute09/2009_November_23/2009_MonitorMinute_November23.pdf