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How can businesses tempt the new debt-averse consumer?

Michael Kidner, Circle After Image, Flowers Gallery

In  Harvard Business Review, Eric Janszen considers the current economic climate and discusses the challenge of selling to debt-averse consumers.

As the author points out, consumer spending financed by debt is over and the monthly payer is no longer active now the credit and housing bubbles have burst.

To win over debt-averse consumers, Janszen advises businesses to follow companies that succeeded in previous downturns by "promoting value and utility over luxury and brand".

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