Will the Crisis Lead to a Lasting Change in Consumer Behavior?[Le consommateur va-t-il changer changer durablement de comportement avec la crise ?]

The current economic crisis, like all those that have occurred since the advent of the consumer society, raises the question of the very purpose of hyperconsumption. At the end of 2008, as in the 1970s or during the early 1990s recession, the "degrowth" or "anti-growth" movement drew public attention. Its core belief is that consuming less, but better, makes people happier. In practice, however, despite the crisis and a high level of pessimism, the French continued to consume (+1.1% in 2008 and +0.6% in 2009). This overall stability in the level of consumption in France hides disparities, as certain consumption categories registered a decline in 2009. The steepest volume decreases affected basic needs: clothing, alcoholic beverages and tobacco, household equipment, and food consumed at home. The need to consume remains, but trade-offs in favor of leisure-related or high-tech goods—such as flat-screen (LCD) televisions—are made at the expense of basic needs. These results can be explained by societal changes: younger generations seek self-fulfillment and place greater value on leisure and outings (cultural events, dining out, etc.). The crisis has reinforced structural trade-offs away from basic needs and toward self-realization.