Yesterday, President Obama announced that the US’s top problem is energy independence and has started the process of improving the country’s commitment to reducing pollution and to start developing alternative energy sources in tandem with building automobiles that are more energy efficient. And, all this would culminate in developing a new energy landcape in the USA and launching more appropriate vehicles by 2011. This plan will create hundreds of thousands of new jobs in growth areas and thereby tied this in to our growing unemployment concerns.
OK, so we now have focus and commitment in Washington, D.C.
Today, Wall Street is digesting yet another indication that consumer confidence is very low at this time.
We have been analyzing the situation from high up. But if we brought our perspective lower down, to the level of the average consumer, what would we see? What would it take for an average consumer to feel confident in the economy, again? Aside from the obvious job security issue, what, specifically, would be required?
I will hazard a guess. First, American consumers have typically been the most in-debt consumers in the world. We learned that we can take money we don’t actually have and spend it on whatever we want. Somehow, interest payments become a distraction and as long as the credit company does not close our accounts, we continue to spend. And we spend like this because we are encouraged to do so by A LOT of unrealistic and some times misleading advertising (think of many fincancing and credit advertisements). As an example of extravagances, even as recently as the past Christmas season, one of the worse in retail history, Lexus was churning out ads on TV that showed how wonderful it would be to receive a shiny new car for Christmas, rekindling feelings from childhood when one’s parents found them the absolute perfect toy. These are cars that sell for no less than $35,000 and mostly sell in the $45,000+ range. So, debt management is likely a heavy issue on the minds of the average consumer, these days.
As a second data point, a spike in the cost of crude oil, over the past couple of years, eventually led to the destabilization of prices on most goods and services and prices for everything rose at a worrisome rate. Now, with economic uncertainty and the fact that the price of oil dropped, there seems to be an earnestness on the part of merchants to lower prices, at least temporarily. And, actually, many merchants are now going out of business due to a sudden and sharp drop in demand. So, consumers have the power to “right-price” the market and Big Oil has the power to destabilize economies.
Thirdly, the State of California, which is experiencing some of the highest unemployment in the nation, at this time, is also running out of money very quickly. The State Legislature has been deadlocked in budget discussions for months and will soon need to issue IOUs to taxpayers expecting a refund for overpayment. Yes, it’s that bad. So, consumers, at least in California, will be focused on managing cash flow, pinching pennies, so to speak, wherever possible. As a point in fact, one of my last postings highlighted an article which showed that 90% of women surveyed were planning no new clothing purchases, at all, in 2009.
So, to summarize the consumer profile, as we all probably expect, we are looking at a very conservative buyer experiencing job uncertainty, delays in payments which are due to them, and still carrying debt beyond mortgages.
To add more context to the very real challenges that consumers, former workers and potential entrepreneurs are facing, SBA loans are still ridiculous. Interest rates vary between 4% and 6% nationwide. In California, at least with the lenders that I spoke with over the past few days, small business owners can expect a 6% variable rate and need to secure the loan with real assets. Yes, that means one’s home, in most cases. Frankly, this is appalling, considering the extreme efforts of both the federal government (in the for of TARP) and the Fed (in the form of decreasing interest rates to 0.5%)!
I was told by one lending institution that the reason they are lending at 6% is because the money they are lending is coming from deposits, on which they need to pay interest, instead of from money that has trickled down from TARP.
OK, so where is the TARP money? And I’m not asking nicely. Small businesses need this money, very, very badly… and NOW! It’s time to stop playing shell games. Many people are sufficiently educated and experienced to fend for themselves by launching a business in service of their communities and the banking system is playing games with our own money - yes, taxpayers money - the same taxpayers that need this money to provide needed products and services which, in turn, help them feed their families. And the situation is getting worse.
So, here’s a suggestion. I would ask the federal government and the Fed to ignore all those financial institutions that received money on the first TARP injection and go straight to the community banks and other legitimate lending institutions that have been doing the right thing for their communities and the entrepreneurs they serve and provide them with TARP. This way, those who really need the money on Main Street in Anytown, USA, can get down to business and start hiring as many of the unemployed as possible. In this way, the average consumer can look forward to a stabilization of the job situation in their community, in a short term way, while waiting for President Obama’s Big Bets in Alternative Energy to pay off (and I, for one, am confident that they will), over the next few years.
Now, back to those financial institutions that received a first round of TARP money. It’s time to call them to Washington, D.C., again. It’s time for a progress report. It’s time to fine, confine, and/or remove irresponsible managers, unceremoniously. And, it’s also time for the public to get a clear understanding of how Wall Street is fixing itself. This is not beyond the understanding of many well-educated and concerned taxpayers. If we are to have any faith in the reconstructed financial system and those who are executing on this request, we need to know what’s going on. More transparency, please. (And, the only reason this request is being made is that expected results have not touched Main Street and this has happened without explanation.) So, consumers, those that are also entrepreneurs, are not feeling the support they were promised. In a time when entrepreneurship can be the saving grace of many families, this certainly does not foster a sense of hope in a community.
Therefore, for a Positive Consumer Profile to exist, I believe that each consumer would need to feel that they are in control of their debt, that there is a sense of stability in their capability to provide for their families on an on-going basis and that the worse of times is behind them. But we are some way from that.
For this to come into existence, I believe that a resetting of economic standards will be necessary. For now, since there are more employees than jobs, salaries and wages are vulnerable to decreases. In turn, this puts downward pressure on prices for goods and services and ultimately resets purchasing priorities. However, until consumers feel that it is safe to spend again, a stabilization trend cannot be established. There has been discussion about continuing former President Bush’s tax rebate incentive plan for consumers in order to provide consumers with spending money. Notwithstanding that almost every taxpayer that I know would not dispute such an offer, the more interesting question is how much would each family really need?
In reality, families have been saving rebate money or paying down debt before spending any of it. This is actually a great idea however it doesn’t help the economy in the very short term, which was the intent of the incentive. This is when the government should say: “Oh, Dear! It’s worse than we thought!” And I’m sure that this is exactly what happened. So, if we were to continue the incentive, what should be done in order to make it truly effective?
If the government wants to quickly build a positive consumer profile, it will need to address consumer debt and living wages through employment uncertainty, underemployment, and unemployment until businesses can re-configure themselves to new market realities and start hiring again.
And this brings us, full-circle, back to our dependence on employers. Businesses cannot do their part if financial institutions play cash flow games. If government truly wants to help, it should swiftly intervene at this level.
Yet, financial institutions point to decrease in demand and could protest that there are too many suppliers of goods and services and the market needs to rebalance itself before any bank can get a clear picture of the demand side. It’s a sad reality.
So, from the entrepreneur’s perspective, we need to better understand the New Reality of Demand. Instead of desperately trying to preserve the past, because it is so familiar, we need to embrace the future. Consumers have short-term needs, right now, based on low price and basic value. And, this will not last forever. We need to have the vision of serving our customers today with an eye to building towards tomorrow. But, we need to get through today, first.
And, for the consumer, today is about simultaneously reigning-in debt, securing employment, and stabilizing prices. For this, it would be wise for consumers to take a hard look at their current lifestyle and quickly reduce costs (if not already done) then determine what they want and can afford for the next week to 3 years.
Entrepreneurs need to get this information as quickly as possible and recast their demand reports, if not already done. This can be done through close relationships with individual customers, for sure, but think about all the social networks and blogs that exist across the internet. Find a collaboration and social networking expert. Have them team up with your marketing and merchandising experts.
Up until recently, marketing analysts, myself included to some extent, only saw (and froze on) the trend of decreasing demand. It’s time to go beyond that, now, and look for new areas of demand. The market has hit a giant Reset button and the faster we can acknowledge this, the faster we can act appropriately to re-align consumers and businesses.