Good_News_in_Our_Brave_New_World

Good News in Our Brave New World As the year 2001 winds into its final quarter, it is safe to say we're not in the 20th century any more. The unprecedented long cycle of prosperity we enjoyed in the 90's led many to believe that we were experiencing a new economy; one that was immune to the ups and downs we knew in the past. This year, that notion came to a crash along with the NASDAQ. The events of September 11 and the aftermath that continues to ripple through the world economy prove that we are indeed in a new era. How it will affect your home business is anyone's guess. Many pundits predicted that consumer confidence, already low in 2001, would plummet after the attack on the World Trade Center. While the economic shakeout has indeed been disturbing -- with layoffs, poor profit reports and entire industries asking Congress for bailouts, in the case of consumers, the experts appear to be wrong. A Gallup Poll report issued on October 17 states that 'today, 38% rate the economy in positive terms -- excellent or good -- up slightly from 32% in a Gallup survey taken Sept. 7-10. 'Thirty-three percent say economic conditions as a whole are getting better in the United States, up from 19% just before the attacks.' Gallup speculates that a 'rally effect' is behind the good numbers, and notes that approval of the President is at record levels, while Americans are behind Congress at levels not seen in 27 years. Increased trust in the U.S. Government may be a byproduct of the most visible reaction to the terrorist threat: The American flag is everywhere. It is now cool to wear your patriotism on your sleeve -- not to mention your home, your business and even flying from the antenna of your car. But in an unusual response to an extraordinary threat, government officials from President Bush to Mayor Giuliani have urged citizens to exercise their patriotism in a unique manner: by spending as much money as they possibly can. This would seem like a perfect marketing opportunity, and many businesses have created ads that play on the nation's new sense of duty - with mixed results. 'There's no mixing green with red, white and blue,' said the Los Angeles Times in a study of post Sept. 11 advertising campaigns. Nothing will alienate your customers quicker than the appearance of trying to cash in on a national tragedy. A less visible but possibly more lasting reaction to our changed world is a focus on the things that really matter: Family, community, home and values - what trend watcher Faith Popcorn calls 'cocooning.' It is a term Popcorn coined back in 1984 as a reaction to the news of the time: environmental problems, overindulged Yuppies and the conspicuous consumption of the Reagan era - all of which were surpassed by the excesses of the decade we just completed. The first years of this century will accelerate that trend, she says. It's 'about insulation and avoidance,' Popcorn told the Los Angeles Times. 'We know now that it's important to understand other cultures and international politics. But we're going to learn by watching TV and reading, not by traveling.' Popcorn says that 'men and women are functioning more as partners instead of adversaries.' She told the Times that families will decide together on big purchases, 'rather than men buying their toys, and women saving for their luxuries. The question will be, what does the family need rather than what does the individual want?' Sell products that answer that question and you may well ride the latest economic wave: --> Anecdotal evidence indicates that the new world order has prompted Americans to appreciate the simple pleasures of life. The 'simple' movement has been in force for some time; the events of the last several weeks may accelerate it. Working parents may not be so willing to work longer hours to afford bigger homes - look for increased demand for home improvement. Furniture, decorating and cooking will be in. --> Demand for home security is likely to increase, as will home entertainment. --> Between the threat of layoffs and the desire to be with family, the trend toward working at home may grow at an even faster rate than in previous years. Home office furniture, equipment and supplies will continue to be in demand. Interest should grow in network marketing and other easily financed home business programs. September 11 may have marked the end of the world as we knew it - but not the end of the world, or your home business, which may emerge from this period stronger than ever. About the author: Donna Schwartz Mills is the Editor/Webmaster of the NOBOSS ParentPreneur Club: http://www.parentpreneurclub.com Donna also edits NOBOSS Online, the newsletter for home-based entrepreneurs doing business on the web. To subscribe, send a blank email to: online-subscribe@noboss.com.