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The American saving rate is up to 7.8% after dropping to 3.2% by 2009 and the financial crisis. This is a good thing as Americans save for retirement and avoid extravagant expenses to build a safety net. The collapse of traditional pensions means much of the burden for retirement falls on individual families. The student debt burden means families share in high education costs, and the lack of a cost efficient health system means more money is needed for health expenses than in other advanced European countries. The savings rate is still nowhere near what it used to be in the 1970's. 

Higher savings also builds up the funds that are in banks as savings that can be a pool of funds for use in building national infrastructure and other value adding investments for the country. China has used a high savings rate and savings pool of funds for its extensive infrastructure investments that modernized the country.

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There is overwhelming evidence of atrend to lower cost value oriented purchansing habits, and emphasis on essential purchases, that companies should pay attention to. Out of 46 economists surveyed by WSJ 43 agree that a fundamental change is underway, that will last for years, into the next decade and beyond, in the way consumers in the USA save and spend. And a couple of fundamental facts which won't just go away, are shaping things this way. American households doubled their outstanding debt between 2000 and 2007, to $13.8 trillion. In 2008 total debt went down for the first time since World War II. $13 trillion in wealth has been lost since the recession began. And this number will grow as the economy goes deeper into this downturn. The confidence in the capitalist system has been shaken. People want to get debt free. AlixPartners, found in asurvey, that Americans plan to save 14% of total earnings once this downturn ends. Two thirds of those surveyed say they plan to buy less in the future, and more than halfplan to buy less expensive things. There is a fundamental mood change from those who have been interviewed like Mr Bailey here in Boise, Idaho, a small business owner stuck with a lot of debt and no income. His goal: to get rid of debt and concentrate on making just enough money to enjoy myself and my family, and not trying to get rich anymore. So he goes out and sells his SUV to eliminate a $800 monthly payment and replaces it with a used minivan paid for in cash, he sells off a vacation home he built, sells another home to renters, cuts his staff to a handful. Many like Mr Bailey remember how their parents lived and heard the stories passed down from parents who lived through frugal times in the 40's and 50's, when America was still largely rural and peopled by families with modest incomes especially in most of the south and west. Its this change and shift in attitude and mindset from wanting to be rich to just wanting to be happy for themselves and their families, valuing the really important things, not piling up material acquisitions that the latest advertising is getting them to buy, in taking pride like their fathers and mothers before them in thrifty behaviours and saving, that may lead to a very different economy than seen before. Something like this is happening in Germany and Japan where consumers tend to save. ...

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You didn't have to be poor to be frugal. American frugality was a way of life on the prairies and farms of America for most of the eighteenth, nineteenth and first half of the twentieth century. It was only after 1950's that piles of consumer products were discarded to pile up in rubbish mountains somewhere in the Atacama desert in Chile by 2020. The over use of plastic contaminated the land and the oceans. The consumer debt led to money sent overseas that could be invested in America so that workers could have good jobs and American manufacturing could hold its place in the world as second to none.

As old habits are revived some areas in America from upstate New York to upstate Michigan still cling to the old values as shown in this report by Claire Ansberry in the WSJ. 

 

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BW's report says Housing will go back to normal by 2012. This is a better case scenario. But there are serious downside risks and unknowns. A study done by Rogoff and Reinhart shows that it takes about 6 years or longer before things return to normal after a serious crisis. This could mean 2012 is the earliest things could return to normal. And this assumes that housing demand remains at about 1.5 million homes a year as in the past, and with only about half a million homes being built now as developers scale back the difference of 1 million homes would cut into the inventory to bring demand and supply back into balance. But changing demographics with an aging population and different needs, new frugality with buyers renting for longer, and the perception that homes are not a investment, slowing immigration, all factors that could change the nature of the market and demand in housing, could lead to things dragging out for longer. BW has assumed a more optimistic level of GDP numbers from Moody's Economy.com estimates made in May 2009, with GDP declining 3% in 2009, growing 1.4% in 2010, 4.7% in 2011, and 5.8% in 2012. These estimates are on soft ground because no one really knows for sure what will happen in anumber of areas in the years ahead. In terms of deflation and inflation in the years ahead, capacity utilization is at 68% but a look at the declines in manufacturing show that some of it will be a permanent loss as in the auto manufacturing base, export markets depend on how economies in Asia and other countries are performing, a new frugality and different consumer behaviour because of debt levels at 100% of GDP could permanently lower demand to levels different from that in the past. The regional nature of the recovery in housing will still be very much present, as areas with surging population growth and areas where housing price rises were modest, from Nashville to Austin, do a lot better than California and Florida....

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The components in the 6.1% drop in GDP for 1st quarter 2009, from the prior quarter. See the all important graph that shows how things in the breakdown look, and how the economy is behaving, and how it might behave in the future. What is the impact of a10% drop in world trade? For the US which was abig importer, the last 2 quarters saw a shift in consumer buying habits, as economy became the norm, and frugality was in. Imports drop by 6.05%. But exports drop too, with fewer purchases of products the USA makes. THis drop was 4.06%. Consumer spending collapsed in the 4th quarter of 2008. A rebound ocurred in the 1st quarter 2009, as consumer confidence improved as aresult of strong government intervention through the $787 billion stimulus bill, and the new budget that funded priorities in health, education and energy, and supported local governments spending. Consumer spending went up by 1.5%. Residential investment went down by close to the same amount - 1.36%. What was happening in manufacturing capacity utilization. This dropped as inventories were run down, and the change in inventories was a drop of 2.79%. The feeling here is that as inventories were run down there is now the prospect of increasing production and capacity utilization. But unemployment and job losses are not figured into this, and the unknown impact of the new frugaility of the American consumer as it sets in in earnest. If consumer spending remains sluggish, then there is less prospect for increasing capacity utilization. Manufacturing capacity will either be reduced as plants close as in the auto industry, or it will remain unused. And the prospect of exports picking up the slack is remote. This gets one to the crux of the matter which is declining investment in buildings, and equipment. As businesses pull back and lay off employees, a process that will continue for many quarters into 2010 and beyond, with credit tight and demand sluggish at best, the prospect here is of large contribution to negative GDP numbers in the future. For 2009 1st quarter the decline in nonresidential investment was 4.68%, the largest component and the decisive part impacting jobs and production....

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Unemployment hits 9.5% in June, with a loss of 467,000 jobs, according to the Labor Department. The labor underemployment rate which shows not only the unemployed but also those working part time because their hours are cut or they cannot find afulltime job is up to 16.5%. The average length of official unemployment increased to 24.5 weeks, the largest its reached since 1948. Economists say that as other sources of spending power have been lost, employment remains a very significant source of spending power. And employed consumers are also watching their spending as unemployment goes up, and a new frugality sets in.

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This is a WSJ special report on Nissan and the failure of Carlos Ghosn's management style at Nissan leading to deep discontent in management ranks and employees, and also in Japan. Ghosn failed to invest in Japan seeing it as an aging society, and preferred the U.S. for investment. This was an affront to many Japanese, not just Nissan employees.  A big problem was that Ghosn's salary was larger than that of all nine top Nissan executives combined. Even during the 2008 financial crisis and cost cutting Ghosn's salary was understated by using accounting methods not approved by its auditor Ernst & Young. Under new Japanese rules oversight on compensation was given to Mr. Imazu who had to uncover the different shell companies that were used to shield the compensation and benefits going to Ghosn from public view. Lack of transparency and frugality was a major issue as one Nissan executive put it- "where is the transparency, and where is the frugality." New laws introduced in Japan in 2015 required release of compensation for any company executive making more than $800,000. Under these rules Japanese prosecutors were able to investigate the situation at Nissan.  In the end when the CEO of Nissan, appointed by Mr. Ghosn announced the arrest and detention of Mr. Ghosn, the Japanese audience applauded, showing how deep the discontent was in Japan. On November 19, in a carefully managed operation that would make a detective type story Japanese prosecutors arrested Mr. Ghosn as his plane landed in Tokyo, and arrested his assistant Mr. Kelly on the same day after his plane landed and his car was taken off the road to a rest area. Ghosn story has also its management lessons as this type of hard driving management with time spent jet-setting more than in contact with people and employees of the company is becoming unpopular. It is bad for employees and presents a rather unhealthy lifestyle, lacking any kind of role model for the rest of the company and society where the company is located. In this case not just Yokohama, but all of Japan, which resented the way it was treated. Recent articles have highlighted the situation at other companies. The General Electric story about the failure at GE in the U.S. - also explored this week in the WSJ -tells a story of hard driving management style of some executives that is increasingly becoming unpopular. A more thoughtful management style, with mindfulness, not based on personality or ego, is more productive leading to better decisions after taking in all views and enabling participation of other top and middle managers. ...

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As thrift is now an important habit for customers, a number of low cost items is what retailers are hoping to sell this holiday season, instead of a blockbuster gadget. Best Buy's executive in charge of looking at customers mindsets says frugality trend is the overriding sentiment and getting value for money is uppermost in the mind. The other factor in this years electronics is that they offer incremental technology and not the Nintendo Wii videogame console or Apple iPhone product that created a lot of buzz. Also most cosumers already have one of these products. An exception is the electornic book reader. And Best Buy is offering competitors to the Kindle by Amazon, for $200-$400, and launching new store sections to let buyer try them out.

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A Taiwan based correspondent of BBC News reflects on how China has changed during the Singles day 11.11 on November 11. This is a huge promotion event for online retailer Alibaba. It was originally a day used by male college students without girlfriends, showing with the 11 their desire to have relationships. Alibaba has used it as a promotional day for online sales with discounts of 30% or more. About halfway though the day sales were larger than 2016 sales on Nov. 11.  Many retailers from different countries took part. and the sales reached $25 billion. Many people used it to buy household supplies for 6 months using the discounts, or apparel and clothing which could be delivered to their home. The old ideas of frugality are now replaced with a willingness to try new ways to live in a different period.  Use of mobile phones for ordering is widespread as a new urban middle class in China shifts to a materialist culture of buying on credit.

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Jeb Bush sees many who come to the U.S. looking for a better life as similiar to people who arrived here in earlier waves of immigrants all the way back to 1800. He described the actions of many who come to the U.S. illegally as an "act of love," and "act of committment to family," in a talk at College Station Texas, on the 25th anniversary celebration of the presidency of his father, George H.W. Bush. Its breaking the law, he says, but different, not a felony. Benjamin Franklin describes German immigrants to Pennsylvania in his writings at a time when immigrants were what made this country. They were different in some ways then but long since became part of the fabric of America, as have new immigrants in the different periods of the 19th and 20th century. Here is what Benjamin Franklin says about the German immigrants whom he praises for habitual "Industry and Frugality they bring with them," in a letter to Peter Collinson, May 19th 1753, addressing the fears as well as what they could bring to the new country, which throws light on todays immigration debates in a new light. "In short unless the stream of their importation could be turned from this to other colonies, as you very judiciously propose, they will soon so out number us, that all the advantages we have will not in My Opinion be able to preserve our language, and even our government will become precarious." And then saying in the same letter-"Yet I am not for refusing entirely to admit them into our Colonies: all that seems to be necessary, is, to distribute them more equally, mix them with the English, establish English Schools where they are now too thick settled, and take some care to prevent the practice lately fallen into by some of the Ship Owners, of sweeping the German Goals to make up the number of their passengers. I say I am not against the Admission of Germans in general, for they have their Virtues, their industry and frugality is exemplary; They are excellent husbandmen and contribute greatly to the improvement of a Country." ...

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Peter Coy, Economics editor of Business Week, agrees with Paul Krugman's point made in a recent NYT op-ed column favoring staying on the course the Bernanke Fed has set, which is to continue its policy of monetary expansion as long as credit is tight and the economy is weak. The Fed has expanded monetary reserves Coy says by 114% over this year through May. The biggest increase since 1960 has been 16%. Coy says there is good reason for this. As other experts have pointed out, see links, most of the extra money the Fed has introduced into the economy has piled up in the reserves of banks. Consumers who who have debt at about 100% of USA GDP are not borrowing, businesses are not borrowing to invest, banks are not lending as before, and consumers are in a long period of debt reduction that will take years. This is why it is not inflationary. Consumer frugality, see links, is another factor that makes this situation a long term change in consumer behaviour, and a force for deflation. All this is happening in the background of a huge slack in the system as manufacturing capacity utilization is low at 68% and unemployment is increasing. Which is why informed experts looking at the situation on the ground see staying the course as the right action plan....

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Target Stores are offering a 5% discount to buyers who use a Target Credit card. Target's test results show a 1-2% increase in sales with this program. Target's financial performance suffered during the recession, as buyers stayed away from clothing, and furnishings. Sales of these products are gradually improving.

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ConAgra Foods buys RalCorp Holdings, the largest maker of food sold under supermarket and retailer brand names, for $4.95 billon, a 28% premium on RalCorp's share price.

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Between 2007 and 2008 debit card volume doubled at Chase and almost doubled at Wells Fargo. For the first time Visa Inc reported that the total dollar volume of purchases made usingits branded debit cards surpassed credit card purchasesduring the last quarter of 2008 The $206 billion in US Visa debit card transactions were 50.4% of total transaction volumeup from 40% in 2003. And Visa's Stacey Pinkerd, head of the debit card business says "the reality is that the vast majority of consumers want to pay as they go."And the US governmentsaid last month that the personal savings rate rose to 5% in January 2009. Rvolving debt which mainly reflects credit card loans fell 9.7% to $956 billion in February according to the Federal Reserve.

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Interview with Gerard Kleisterlee, retiring CEO of Philips Electronics. Kleisterlee led the effort to focus on emerging markets where sales of health care, lighting and consumer products are accelerating. Second quarter sales in emerging markets went up 29% for 2010 over the prior year, and now are 34% of total Philips sales. As part of this strategy Philips is increasing its staff and research divisions in China, to capture part of the $125 billion that China plans to spend on healthcare in the next 3 years. Kleisterlee talks about local competitors in emerging markets who are trying to get a regional or global presence. How Philips is increasing local responsibility, and how it is designing, engineering and manufacturing products specifically aimed at local markets in emerging market countries- as away to compete effectively in these markets. He also points out that it is no longer sufficient to be in the major cities, Philips has to move into smaller cities and into the rural areas to increase sales. He sees consolidation opportunities in Asia where the lighting manufacturing is still fragmented. Responding to a question about Philips still being too old, too male, and too Dutch, Kleisterlee agrees that it is too male and too Dutch for his comfort. Women are a bigger part of his health-care team, but not that much progress in other areas of the company. And he would like to see more local leaders in emerging markets. He sees consumer behaviour changing in one respect- there is an increasing consciousness among buyers for value, and not just for low price points, but at all price points....

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Lisa Klauser, vice president of consumer and customer solutions at Unilever NV, says its seeing recession period habits becoming a part of the normal shopping behaviour. With some consumers living from paycheck to paycheck, she says Unilever is seeing sales pickup in the first week of each month for lower priced items like Suave shampoo, Skippy peanut butter and Ragu sauce. See the link to P&G about the shift to address this change in consumer behaviour.