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European consumers have since 2009 cut spending in response to the crisis. And they have changed their spending habits as well. A report produced by Cetelem (France) has very carefully analysed this new way of consuming. A large number of Europeans-71%- reported they were unable to consume in the way they want to. And 82% of them systematically look for the lowest prices.Moreover a majority of Europeans -55%- emphasise that they will take into consideration the ethical and environmental dimensions of products before purchasing them. This new consumer feels more responsible for his surroundings. The sharing and exchange but also the barter, the recycling and recovery of products and goods, are the new consumer's mantra. And when this is not possible he buys a second-hand goods. More and more people will resell the products they no longer needs. Today tools but also furniture are often the subject of a short-term lease. The European consumer is also buying more and more directly from producers, not only because he wants of cheaper food but also because this will allow producers to retain more of the product value. This change -mutation- is rapidly taking place in the whole of Europe. It can be viewed as a potential threat for the current production and distribution models. But it is also a splendid opportunity for companies to create new products and services in conformity with the individual needs and aspirations of the new consumer. But it cannot be denied that all these trends are also a sign of the impoverishment of a part of the European population, especially the youth.

Mo Tailland

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