Every once in a while there is a television spot that just makes you laugh.
…and then you watch it again and you smile.
JeWayne Thomas shared this one with me and I felt compelled to share it.
You smiled too, right?
Urbandictionary.com defines a recessionista as:
“A person who is able to remain stylish during times of economic hardship. A recessionista can shop on a limited budget and still manage to be up to date on the most current fashions. A recessionista does not let a bad economy, inflation, or a strong recession damage his or her wardrobe and opts to search for sales and shop at thrifty discount stores instead.
She’s a recessionista, that New York marvel who’s a magnet for a good deal.
And in this economy, she’s got a lot to teach us.”
I was introduced to the term recessionista by Marty Gillis, a New York Metro McDonald’s franchise owner. While on a conference call recently, she introduced the term into a conversation about African-American women and how they are dealing (and ultimately managing) with the challenges of the current economic downturn.
It got the wheels in my head spinning and prompted me to explore the term recessionista and probe a little deeper.
I started with the premise that, while the term has applicability regardless of sex, gender or race, in my mind’s eye, Miss Recessionista is a Black female…strong, self-assured and savvy. No stranger to making more out of less.
With a largely disproportionate number of African-American households headed by females, she is, in many cases, the sole decision maker for all household purchases.
I fully acknowledge the reality that even when there is a male present in the household, she still retains the final say with regard to purchases, big or small. This, too, is the rule of thumb in non-African-American households.
The fact is simple, she rules the roost.
Miss Recessionista is not ashamed or embarrassed by the name. She wears it loud and proud. It is an indication that she possesses skills and both the financial acumen and wherewithall of a seasoned CFO. While she enjoys the shopping process, common sense and fiscal responsibility are foundational to her approach.
After identifying “who” Miss Recessionista is, I began discussing her with a handful of women. While they are all from different walks of life, for all intents and purposes, in addition to being Black, they share the attributes that make them recessionitas.
“I used to shop for fun. Today I shop with a purpose.”
With that thought, one of the first things I was intrigued by is a discernable erosion in brand loyalty. For years, African-Americans have been extremely brand conscious and loyal consumers. While brands for many represent quality and equality, Miss Recessionista has adopted (and applied) a “new and improved” filter to the shopping process.
“If I can find a product that does the same thing for less, that’s the one I’m buying…End of story.”
This filter prevailed across a number of goods and services…with very interesting exceptions. For example:
Laundry detergent: “I’m a Tide girl…my family always bought Tide, so I buy Tide…whenever it is on sale or I have a coupon.”
Health and Beauty: “I know what (make-up/hair product) works and looks good on me…(despite price)…it is the cost of doing business.”
Bottled Water: “I do not drink tap water…ever. I buy what is on sale, but my favorite is Deer Park.”
But the prevailing guiding principle for Miss Reccesionista is clear and simple…
“I hate paying full price FOR ANYTHING…besides, who do you know is not interested in saving money?”
Now, let’s talk about coupons…
African-Americans are habitually big users of coupons.
The challenge has always been getting coupons into their hands. Miss Recessionista has adopted a pro-active stance when it comes to coupons.
Not only does she seek them out, she frequents establishments that distribute them with regularity. Coupons and brands that distribute them regularly are part of her DNA.
“Even if I have two in my cupboard, if it’s on sale and I have a coupon, I buy it.”
“My Sunday routine starts with the coupon section of the paper.”
When looking for an example of a brand engaged in a relationship with Miss Recessionista, CVS appeared to have that “on lockdown.” All three women cited CVS as their drug store of choice. In addition to selection,(“They stock everything in my bathroom and some of what is in my pocketbook”) CVS provides “incentive enticements” that elicit repeat visits from her:
Extra Care Card
Double Points
Weekly Store Specials
In her view, these money saving programs represent an acknowledgement that while she has options, CVS understands what is important to her. Store exclusives like the Extra Care Card and The Weekly Store Specials, which feature the products she wants, demonstratesthat they value her.
Nevertheless, Miss Recessionista does not sacrifice.
“Despite the struggle, I still look good and while I’ve made some alterations, I haven’t missed a beat.”
Her priorities have not changed. She has simply reorganized them.
“My shopping list is the same, I just changed the order.”
In truth, Miss Recessionsita has emerged into Miss Revisionista!
She changed the rules.
And the brands that play by these rules will get her business.
Editor’s Note –
Special thanks to Jen, Deena, Mary, Latrese and the Elusive Butterfly for sharing their “ethnic insights.”
My “neighborhood” supermarket is less than one mile from my house.
I routinely go there, primarily for convenience…and for “staples” – newspaper, bread, eggs, milk, meat and vegetables.
Admittedly, not as often, and a bit out of the way, I also patronize the Shoprite at Cheltenham Square Mall.
To those of you unfamiliar with Philadelphia, Cheltenham is an integrated neighborhood/community that has a predominantly Black residential base.
The Cheltenham Shoprite is an anchor for the “urban” Cheltenham Square Mall, along with a Burlington Coat Factory, a Home Depot and a brand new Target.
To its credit, the Cheltenham Shoprite has long been a beacon in the community and paved the way for other businesses to prosper.
I shop there for multiple reasons –
The primary motivation is what I term “cultural choices.”
The Shoprite carries what my (more upscale) neighborhood market does and does not –
Greens(collard, turnip, mustard), Sweet Potato Cheesecake (Stop and ponder that one for a moment), Smoked Turkey Parts (How else would one ‘season’ their greens?), Black Hair Care Products (Did somebody say Pro Line?) and Sweet Mixed Pickles (not to be confused with relish, sweet mixed pickles add just the right ‘flavor’ to potato salad).
The other reason(s) that I choose to patronize this particular Shoprite are articulated in the attached article -“A Man of Smiling Success”
The store’s owner, Jeff Brown, has dedicated himself and his business to “bringing good food to long-ignored neighborhoods.”
He has not only invested in the community, but the supermarket has been a conduit for employment in the community.
Brown says, “I would rather hire someone who hasn’t worked in eight years but loves people than someone who is more qualified.”
There is a phenomenon spreading across a great number of inner cities today.
“The flight of the urban supermarket.”
In inner-cities like Detroit and Baltimore, supermarkets are leaving.
Abandoning the neighborhoods and communities that for so many years sustained them, forcing consumers to either rely on alternatives (Convenience Stores, Drug Stores or Mom and Pops) where selection and cost-savings are increasingly absent.
This understandably is having a devastating impact on communities and the spirit and well-being of the people who live there.
The model implemented by individuals like Jeff Brown is encouraging.
This is true, not just in terms of addressing the “flight of the urban supermarket.” It fuels an even more compelling goal, reversing the erosion of urban America.
The health of these communities and their ability to prosper has a direct impact on all of us – regardless of where we live.
When urban communities and neighborhoods experience growth and prosperity, all communities benefit from the residual.
The conversation is about jobs, economics, people, pride and, once again, empowerment.
In this instance, the empowerment conversation shifts from the individual to the community.
Healthy communities produce healthy and productive citizens and this is a model for success.
One that, when implemented, will pay dividends for years to come.
If Black people were to wring their hands in disgust, protest and offense as a result of every racially inappropriate remark or gesture they were subjected to, the country would be embroiled in riots and disorderly conduct of unimaginable proportions. While no doubt inappropriate, Senator Reid’s comments in the book Game Change regarding President Obama did not cause Black people, other than Michael Steele, to cry foul and “go off.” Besides, in his case, he was simply “carrying his party’s water.” But I digress.
The truth of the matter is that racism in America is still alive and well in 2010. What is different today is that most Black people – at least the ones that I know – are not content to sit on their hands and play the role of victim. The realization that the old adage about teaching old dogs tricks rings very true to most. This is to suggest that there is a greater understanding today than ever before among Blacks about change. If change is to occur, it is going to have to come from us and not those who are steeped in ignorance and self-hatred.
The point is not to suggest that these attacks – that is, after all, what they are, attacks – should be ignored or simply swept under the rug. It is not that simple or easy. Once one has been subjected to the injustice of racial discrimination, no matter how subtle or overt, it conjures up a memory. Like the residual smell after a house fire, it lingers and occupies an indelible place in the brain that can be recalled with very little strain or provocation. So, the change that I referred to is akin to developing a thicker skin and a greater sense of one’s own identity. In doing so, we foster a greater understanding of ourselves, but more importantly, we have the power to enlighten the ignorant. Enlightenment comes in many different forms, but I have found it to be most effective when demonstrated through actions and deeds, not words. My own belief is that as a Black man, I have an obligation to exceed other’s expectations of me. My mother is famous for doling out clichés. My favorite of these is “No one can walk on your back if you are standing up straight.”
I was in Detroit last week and had a conversation with Errol Service, a McDonald’s franchise owner. We discussed among other things, how one lives an authentic life and what is really important. In the course of the conversation Errol said, “In 2010, I am living my life as if I only get one take.”
It turns out that he had spent time watching a motion picture being filmed on location. He was surprised at the number of takes it took to film just one scene in order to “get it right.” He said that it prompted him to think of his life as if he were making a film in which he only got one take. He explained that not only did it cause him to take stock in everything that he does, but it has also affected the way he interacts with people on an everyday basis. He has also started spreading this philosophy to his peers and employees in an effort for them to up their game and be their very best.
This philosophy makes sense and speaks directly to the change I am talking about. We have to own our identities and take full responsibility for what we do and the way we live our lives.
A close friend shared a copy of This I Believe: The Personal Philosophies of Remarkable Men and Women.
The book is a collection of personal essays based on the National Public Radio series of the same name. This I Believe is filled with beliefs about what is truly important to this collection of people from all walks of life. While I have yet to finish the whole book, I was struck by one of the essays, “Leaving Identity to Other Folks,” by Phyllis Allen. The brief essay is poignant and personal, containing moments that we all can relate to, but, in my opinion, the last line of the essay is the perfect summation of this conversation – “What you have to do is be the best that you can be.”
“Standing in the rain waiting to go up the steps to the balcony of the Grand Theater, I gripped Mama’s hand and watched the little blond kids enter the lobby downstairs. It was the fifties, I was “colored,” and this is what I believed: My place was the balcony of the downtown theater, the back of the bus, and the back steps of the White Dove Emporium. When I asked Mama why this was so, she smiled and said, “Baby, people do what they do. What you got to do is be the best that you can be.”
The views expressed in Mister Roberts Neighborhood are based on my own beliefs, observations and life experiences.
Lately, I have been doing my own brand of “research” in order to gauge and form an accurate picture of how the economic downturn is affecting blacks.
I call this study, “Can’t Find No Work, Can’t Find No Job,” which borrows from the Marvin Gaye song, “What’s Happenin’ Brother.” The song comes from Gaye’s landmark 1972 release, “What’s Goin’ On,” but the song’s relevance, meaning and applicability have undeniable connections to the plight that many in the black community are experiencing today.
To date, my “journey” has taken me to store-front churches, laundromats, check cashing stores, a homeless shelter as well as barber shops and beauty salons. The one thread of consistency among the places that I visited is that they all primarily cater to an audience that is exclusively black.
Of these, the salons and barber shops proved to be among the most insightful and consistently informative. This is due to the fact that they tend to cover an extremely wide and diverse swath – regardless of gender, socio-economics or class.
The most intimidating, yet revealing “portrait” was what I discovered during a homeless shelter visit. The stories and the experience touched me at my core and helped me better understand just how the last twelve months have turned lives upside down. Much of what I found validated things that I already knew to be true – the lack of funds has forced people to re-align their priorities. I met people who, a year ago were just starting to “feel the pinch” and have now lost their jobs and their homes. In fact, the only possessions many have are the ones they can carry.
In his 1/18 Op-Ed piece for the New York Times, “Blacks in Retreat,” columnist Bob Herbert wrote:
“As the nation continues to wallow in the trough of widespread unemployment, black Americans are bearing a disproportionate burden of joblessness.”
Herbert always provides an eloquent and precise assessment of the topics that he tackles. Make no mistake – the facts are very real and sobering.
To this point, Herbert’s piece also quoted a statistic from ‘United for a Fair Economy:’
“College-educated black men are nearly twice as likely to be unemployed as their white counterparts.”
The national unemployment rate in December 2009 was 10% .
Unfortunately, the unemployment rate for African-Americans showed little change, slightly increasing at 16.2%.
This news remains discouraging because the black unemployment number is more than double the national black unemployment number in cities like Baltimore, New York and Detroit. The Detroit black male unemployment rate is reported as exceeding 40% where the downturn is referred to in some circles as the “he-cession.”
While I am not trying to paint a picture of gloom and doom, the harsh reality is that this economic assault has, and continues to have, a devastating impact.
The recession has compounded a decades-long problem for black workers, who began the downturn facing a far higher jobless rate than the general population and have fared worse since. Job prospects are slim, but for blacks it is a much harsher reality. Numbers illustrate the sheer depth of the problem they are facing. Indicators point to the fact that recovery for this group will be slow and arduous.
While debates that continue in the mainstream with regard to whether or not Harry Reid’s comments were appropriate or simply offensive, Tiger’s ever-evolving escapades and whereabouts, Real and Not-So-Real Housewives, Men Marrying Wealthier Women and Conan are all titillating, I have found that what is most important and top-of-mind for black people is unemployment.
The issue is two-fold – finding a job and retaining a job.
Amazingly, despite the economic hardships they face, blacks remain optimistic. Perhaps it is a natural reaction based on the obstacles and disadvantages they’ve had to endure. It could also be the foundational belief that hard work and education primarily drive mobility. There is a degree of truth to both. However, what is needed most in order to provide effective solutions is a shift in priorities from outside forces.