> It's also a "generational" thing. Those folks were just
> coming out of The Great Depression era, a time when saving
> their money was not being a penny-pincher, but essential.
> Then you transition over to the "can't teach an old dog new
> tricks" saying.
> Boomers, Tweeners and Xers will likely be more willing to
> spend their money. That's IF they saved their money.
Don't you see they can't save money because they ARE willing to spend it. And a lot of that is social pressure and Madison Avenue encouraging more spending (What?-like they would want you to SAVE your money? Are you now or have you ever been a member of the Communist party?)
But seriously, folks today were never brought up with the same sort of prudence my grandma's generation had. Usually, what is considered "disposable income" today would have been saved in the 1940s. But today, all forms of advertising bombard people with the message "You MUST have THIS." Not "You don't need this right now..c'mon, save up!". Everybody wants your credit card number. Some people were never taught how to save money.
And if you're in advertising, you are not going to target the penny pinching grandma. You want the spoiled rotten grandkid who blows it all away.
Middle class jobs with families to support don't pay much either these days after cost of living and paying the wealthy's share of taxes on top of your own, so "disposable income" is pretty much a dated '90s term for a lot of people.
"If I were in this business only for the business, I wouldn't be in this business." Samuel Goldwyn