Gartner Research

Consumer Insight: Scarcely Optimistic — The Value of Living With Less

Published: 17 May 2016

ID: G00364243

Analyst(s): Iconoculture Research Team


Consumers find ways to adapt to scarcity. But the adaptations they make differ depending on whether they are scarcity natives, born into scarce times, or scarcity refugees, unaccustomed to scarcity. Marketers who understand scarcity mindsets will be positioned to meet their needs.

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