Problem:
Frugality is the latest trend not only personally, but in the corporate/business environment as well. For example, when we developed our annual budget this year our number one objective was to be frugal. In essence, we developed a zero-based budget and only identified those initiatives that were critical for maintaining our business. This year our goal will not be to create brand and awareness through advertising, but instead by word-of-mouth, client referrals and recognition as a great company to work for, and with. Based on the trends that you are seeing today, how will this notion of being frugal affect how we as marketers market?