InvestSMART

Is this a dip in confidence or a shift to thrift?

Consumers are ditching carefree spending for careful saving, and it's a problem the economists hadn't bargained on, writes Ian Verrender.
By · 17 Sep 2011
By ·
17 Sep 2011
comments Comments
Consumers are ditching carefree spending for careful saving, and it's a problem the economists hadn't bargained on, writes Ian Verrender.

CONFIDENCE. It is an ethereal concept but one central to our well-being. You read about it all the time, especially in the business pages.

Consumer confidence surged, investor confidence went sideways while business confidence evaporated altogether. And with each report, often filed every couple of weeks, analysts attempt to pick over the entrails and predict what it all means, usually with little success.

Economists long ago figured out that confidence or "expectations" as they like to put it, can be self-fulfilling prophecies.

Feeling down? Think the future may be looking bleak? Well if you rein in your spending in anticipation, bleak is exactly how it is going to end up. In fact, things most likely will be even worse than you first thought, precisely because you and everyone else like you stopped spending.

For the past two years, businesses big and small across the gamut of industries, but particularly in retail, have blamed a downturn in consumer confidence for most of their woes.

Even Australia, in the midst of the greatest resources boom in history, is feeling blue and has been almost for as long as anyone can remember. So much for the monthly confidence reports.

In fact, it makes you wonder whether it simply is short-term confidence that has afflicted spending patterns in the developed world or whether there has been a more permanent shift towards thrift.

As human beings we have wants and needs, although the order really should be reversed. Once we have met our basic needs shelter and food our desires spread to treats and luxuries.

During the past century, as we've collectively become richer in the developed world, there has been a dramatic shift towards the production and consumption of non-essential items, to the point that the economic well-being of modern industrialised society has come to depend on frivolous spending.

But in the past few years, ever since the capitalist system was shaken to its foundations, it would appear consumers have reassessed the balance between wants and needs and decided to shift focus and their spending patterns back towards the basics, on what is most important to them.

It didn't start with consumers. Big business took the early running in 2008 as the shock waves from America's property bust reverberated first through US banking and then across the Atlantic.

With the banks in trouble, money became scarce and any corporation with excessive debt was staring down the barrel of oblivion. Corporations attacked debt with a gusto not seen for decades and leverage, once the penultimate weapon for corporations on the make, was something to be avoided. Shareholders were called on to tip in cash to pay off the banks. Even here, the nation least affected by the global economic tsunami, local companies raised more than $100 billion to pay off debt during 2009.

The straitened times forced many corporations, particularly in the northern hemisphere, to lay off workers and with property values, share portfolios and retirement savings shredded, it's little wonder consumers pulled their heads in. That's reflected in the borrowing statistics and in retail banking results. The trend has even extended to Australia where loans for housing have slumped, credit card debts are being paid down and general borrowing has slowed.

In Europe, the woes have been compounded now many debt-laden countries are faced with austerity measures, threatening to exacerbate an alarming unemployment rate with 44 million workers in the world's richest economies already out of a job.

If, as it seems, there has been a shift in spending attitudes rather than just a short-term blip in confidence the entire strategy of both American and European central banks must be called into question.

Richard Koo, chief economist with Nomura Research Institute in Tokyo, reckons the economics profession has got it all wrong.

In a letter to The Economist magazine last month, Koo reckoned monetary policy was useless in this kind of economic downturn, comparing the situation in Europe and North America with Japan's moribund economy during the past 20 years.

"The Japanese problem of the past 20 years, together with the American and European problems of today, boils down to one fact: the economics profession has never considered a recession that could be caused by the private sector minimising debt in order to repair balance sheets after a debt-financed bubble in asset prices," he wrote.

"As a result, the profession has no clue as to what is the right thing to do."

According to Koo, trying to boost spending by cutting interest rates in this kind of recession is useless because people with negative equity as many Americans are with their home loans will not borrow, no matter how low interest rates go.

Debt is the oil that greases the wheels of modern commerce. In essence, borrowing money to buy a new car or some other consumer item merely allows you to bring forward future purchases. You are buying something now that you would only be able to afford in the future, and only if you saved the cash.

Where just a few years ago, everyone was borrowing like mad to purchase the latest gear, it now has become fashionable to save the cash, either for a rainy day or to finance future purchases.

But that adds up to less spending, which feeds into lower production and certainly lower economic growth across the globe. It's an outlook no one seems willing to confront.

Our banks have boasted that they no longer rely as heavily on foreign cash from wholesale debt markets and that they are now better placed to weather any financial storm from offshore.

That's certainly true. But the reason their coffers are filling up with cash is that Australians too have caught the savings bug. We are saving more, borrowing less and certainly spending less.

While many of us hanker for the "good old days", we are unlikely to see a rerun of the heady consumer-driven days of the early part of this century for at least a few years.

You can be confident of that.

Google News
Follow us on Google News
Go to Google News, then click "Follow" button to add us.
Share this article and show your support
Free Membership
Free Membership
InvestSMART
InvestSMART
Keep on reading more articles from InvestSMART. See more articles
Join the conversation
Join the conversation...
There are comments posted so far. Join the conversation, please login or Sign up.

Frequently Asked Questions about this Article…

The article argues it may be more than a short-term dip — consumers appear to be shifting back toward thrift, prioritising basics over discretionary spending. Evidence includes higher saving rates, paid-down credit-card debt, slumping housing loans and sustained changes to spending patterns since the 2008 shock.

When households save more and spend less, overall demand falls, which can reduce production, corporate earnings and economic growth. For everyday investors that often means tougher conditions for retail and other consumer-facing companies and potential pressure on share prices tied to discretionary spending.

The article cites Richard Koo’s view that monetary policy can be ineffective when the private sector is focused on repairing balance sheets. Households and firms with negative equity or excessive debt may refuse to borrow, even with very low interest rates, so cutting rates alone may not spur spending.

Corporate deleveraging means companies actively reducing debt levels. Since 2008 many corporations have prioritised paying down debt and avoiding high leverage, which led to reduced investment, layoffs in some regions and a more cautious approach to growth that can weigh on economic activity.

According to the article, Australian banks say they rely less on foreign wholesale funding and have healthier cash positions — partly because Australians are saving more. That boosts banks’ domestic liquidity, even while overall lending growth has slowed.

Retail and other consumer-discretionary sectors are highlighted as particularly vulnerable, along with parts of housing-related lending. The article notes retailers have already blamed weaker consumer demand for poor results, and housing loans have slumped as borrowing slows.

The article suggests a persistent shift toward saving would challenge conventional central bank strategies that rely on lowering interest rates to boost spending. It raises the question of whether policy tools designed for demand-driven recessions are appropriate when the private sector is focused on debt reduction.

The article doesn’t give personalised advice, but it implies investors should recognise the possibility of prolonged weaker consumer demand and its effects on earnings. That could mean reassessing exposure to consumer-discretionary names, paying attention to defensive or non-discretionary sectors, and keeping a longer-term, diversified perspective.