When the Economy Sucks, Lead and Lean

I was living in New York at the start of ‘08. There, the effects of what is now considered a widespread economic downturn were immediate and acute. Some of my best friends were let go from their jobs in massive layoffs starting in the spring. One worked for a really awesome radio show that was shut down entirely.

Still, despite the advantage of foresight, I didn’t do much to prepare myself for what is now clearly something we’re in for the long-haul. I, like tons of Americans, figured I was just being paranoid. That we would bounce back, as we had during the 25 years I’ve been around.

But the poor state of the economy is now undeniable, even here in San Francisco, where significant layoffs are at last occurring in the tech/web sector.

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Marketers need to address this — immediately. I don’t want to hear about how you’re going to help me get rich quick, or look like I am. I want to hear about how your product can fit into a lifestyle that is being pared down in almost every way. Whether you’re advertising savings accounts or sandwich bags, there is a way that you can describe your product as an aid to frugality, and thereby make it so.

But if history is any indication, advertisers will likely continue on promising us a better future through buying on the luxury tip, so that we keep our heads high and our wallets open.

So instead, let’s be marketers to each other, by being economic role models.

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I am not a terribly good candidate for this, myself. I still get a little too carried away after payday, and my ability to plan much of anything is non-existent. But I am starting to figure a few things out, thanks to some smart and generous people around me:

1) Get a (cheap) hobby. Make use of that camera you’ve had lying around. Get your hands on some design software and start learning the ropes. (The latter isn’t necessarily free, but it can be if you know where to look.) I’m having fun in Illustrator lately, with a little guidance from my friend Timoni.

2) Borrow stuff. Things are awesome. Things that you don’t have to take responsibility for are awesomer. My friend Ian recently let me borrow a book, and I swear it was easier to read because I wasn’t committing myself to adding it to my personal canon. When I’m done, I can give it back! Sort of like that place where they have free Internet access. What’s that called? Rhymes with BlackBerry?

3) Take stuff. No, I’m not advocating stealing. I mean stuff that people don’t want anymore! I moved to San Francisco with one suitcase. As you can imagine, when I got a place of my own it was a liiiitle bare. Thankfully, I knew some folks who needed to get rid of some furniture, and I was happy to offer up my apartment as their donation dropbox. Craigslist can be good for that, too.

4) Play inside. Dance around in your apartment. Have weekly game nights with your friends. If you care to make it interesting, you can even walk away with a little profit at the end! But advocating gambling as a part of a frugal lifestyle doesn’t make much sense, so pretend I didn’t say that. ;) We’ve started doing this on Sundays, and it’s a ton of low- to no-cost fun.

5) Make one meal into two. Matt was the orator of that one, and it’s incredibly good advice. Portion sizes are ridiculous in the U.S. Take half of your meal home, and, hey, there’s nothing to worry about when lunchtime rolls around tomorrow. It’s sort of like setting aside a little gift for yourself. A delicious, delicious gift.

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If you haven’t noticed, there’s a theme to most of those tips above, and it’s support.

This is a time of need, no doubt about it, and it follows a brief era here in the States that has felt a bit like a civil war — not one with weapons, but with emotions. With one very powerful emotion, in fact: distrust.

But this year has brought a blessing, and that’s the promise of change. Change away from that old mode of thinking that turns your neighbors into your enemies.

Now is the time to lead as a good positive role model to those around you, but also to lean on your true and tangible social network when you have to. The good ones are really there, IRL, willing to help when you need it.

I’m trying in my own little ways. What are you doing to change?