How consumers think and feel is entirely driven by their own pocketbooks at the end of the day. You don't change that... you work with it. For example these days people have a hard time getting loans. To that end suggestions such as live within your means are things that become an educational type of marketing with services that surround that. Just one example... but it makes the point that marketing is driven by demand based on circumstances usually always out of control. Come up with the answer to that to make people feel more in control of their lives these days... and there should be something they will purchase from your company.