What happened to the Joneses?

Remember the Joneses? You know those neighbors that had it all. The big house, the fancy cars, and the 2.5 kids. They took exotic Caribbean vacations and managed to always have the latest whiz bang gadget, whether it was a big screen TV or a cell phone the size of stick of chewing gum. They were the envy of everyone because their purchasing habits signified success.

But with unemployment on the rise, housing prices down and the lack of trust in the financial system, thrift has become the new black.  So, I wonder what happened to the Joneses?

Consider these shocking statistics according to John Gerzema, author of The Brand Bubble:

  • 13 trillion dollars of wealth has evaporated from our economy. Poof. Gone.
  • 68% of Americans have a library card, the highest in history
  • Vasectomies are up 47%, since well…kids cost a heck of a lot of money
  • Shark attacks are at their lowest in 7 years, signifying that less people are enjoying beach vacations.

{The reality is that the Joneses maxed out their credit cards and used their home as an ATM to fund their spending habits.} So when home values decreased along with their credit lines, Mr. Jones had to get a second job to make the new minimum payments and Mrs. Jones found herself clipping coupons.  To be on the safe side, they traded their gas guzzling SUV for a durable, used mini-van, which will now be used for 9.4 years. They’ll be going camping this year at a local park instead of Aruba. And if you want any of the gadgets the Joneses purchased you can find them for sale on eBay.

We are at a pivotal moment in history. Americans are waking back up to a richer value system, one without mindless consumerism. We’re trading in ego for empathy, leverage for liquidity, and credit for cash.

And as for the Joneses, I bet they would now see and appreciate the unique value of a local credit union.


About giraphcu

Greetings and salutations! Welcome to gira{ph}, a strategic marketing firm that helps credit unions amplify their greatness to create chemistry with consumers. The credit union movement has given so much to us. This is our way of giving back. Enjoy!
This entry was posted in Uncategorized. Bookmark the permalink.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s