From boosting local retail outlets with Cash Mobs to advocating for an entire national economy, the DIY ethos seems to be coming out in full force lately. Launched in February by a team of Greeks across the globe, Up Greek Tourism is a private grassroots campaign to help boost tourism to the economically ravaged nation. “Governments are trying to find solutions, but we as individuals should not wait. We need to help ourselves,” says one lead fundraiser in a YouTube plea for donations. In just 20 days, the team was able to raise $20,352 on Loudsauce.com from 333 people, surpassing the initial goal of $15,000.
The funds were used to secure an electronic billboard in New York City’s Times Square for 30 days. The ad, designed by Greek designer Charis Tsevis, displays a montage of iconic Greek tourist destinations to tempt passersby into booking a Greek holiday. Just as we saw during the Great Recession, anxiety is stimulating proactive responses among consumers and citizens who are feeling let down by big institutions. Rather than accept defeat, some are taking economic matters into their own hands with the mindset that change is possible and that many small efforts can combine to help turn things around, whether on a local or a global level.
In Spain, the downturn has not yet slowed, and the economy is still under a dark cloud. Brands are feeling this lack of oxygen, and new campaigns are few and generally conservative. One area where we’re seeing some activity is brand stores. This trend is being accelerated by the real estate crisis, which has created lots of cheap opportunities. Finally brands are playing with shops as experience spaces for consumers.
Cairo’s newest consumer trend is the rise of a Facebook marketplace, with people selling everything from used books to jewelry to designer fashions from Paris via Facebook groups. In a struggling Egyptian economy, many retailers have been forced to increase their prices. So people are drawn to some of the bargains on Facebook (one seller is offering designer handbags for 20-30 percent less than the original price), as well as the ability to select items from the comfort of their own homes. Online shopping has never been much of an option here in Egypt—there aren’t many domestic online retailers, and buying from abroad entails paying high customs fees and involves credit card complications. Facebook has therefore provided Egyptians with a local online shopping option. While this heralds trouble for shops and upscale department stores, Facebook represents a massive opportunity for entrepreneurial individuals taking a chance on a sleepy retail market.
