Allstate, Hyundai, Tiffany and others are adjusting their advertising messages to meet consumer moods about spending, and their shared premise seems to be this:  you still need to make purchases and spend money in order to manage your lives.  Just make sure when you do spend that money, it is done wisely with a product or service you trust will endure.

Listen here for an interesting story on this subject I heard this morning on NPR with Renee Montagne, interviewing Timothy Calkins, a marketing professor at Northwestern University’s Kellogg School of Management.

Whether it’s insurance, a diamond ring, or a new home, people are still buying.  Advertisers realize that in order to gain their share of what purchase power remains, their marketing messages must stress quality, endurability, honesty, integrity, even safety.

There are a bunch of case studies I can point to, but I’d like to hear what you think.  Any examples you can share????