There are signs that the economic crisis is ebbing around the globe. Governmental incentive plans have helped economies in crisis, banks are starting to make profits, and the international currency fund published a more positive outlook regarding the economic growth for the following year. Citizens of more countries are feeling more confident about their own financial situation and the economy in general.

At the end of June 2009 Neilson published a report concerning consumer confidence in 26 out of 28 main markets in the world. The report indicates that most markets are looking to return to the same expenditures as before the recession. Nevertheless, an additional report published by the National Jeweler indicates that consumers will not abandon new behavior patterns that were adopted during the recession. It seems that the crisis has changed values and choices linked to the lifestyle of consumers worldwide, and that at least in the short term, more Westerners will avoid superfluous expenses.