John Gerzema and Michael D’Antonio, chief insights officer of Young & Rubicam, are co-authors of Spend Shift, How the Post-Crisis Values Revolution Is Changing the Way We Buy, Sell, and Live. The data they cite is from Young & Rubicam’s BrandAsset Valuator, a quarterly survey of 16,000 American consumers that has been conducted for nearly two decades. More on the Spend Shift at johngerzema.com