The sound of power tools fills the air as a group of workers hurries to ensure that Europe's largest city-centre shopping mall opens on time. However, marketing executives believe that the crisis in global financial markets has caused consumers to reject conspicuous consumption. The $3 billion Westfield centre in West London will emphasize luxury when it opens, with stores like Louis Vuitton, Prada, Tiffany, and Gucci. Managing Director Michael Gutman insists that the mall also has a mass-market appeal, despite the focus on luxury brands. Other retailers are shifting away from using the term "luxury" in their marketing, instead emphasizing shopping as a way to relax and spend time with loved ones. With credit becoming more difficult to access, mortgage expenses increasing, and joblessness on the rise in the United States, Europe, and Japan, simply relying on clever advertising may not be sufficient to convince those who still have the means to spend their money. Rory Sutherland, vice-chairman at advertising agency Ogilvy, noted that during tough times, it may be seen as distasteful or unfashionable to splurge on luxury items or engage in conspicuous consumption. Sutherland predicted a shift towards a more minimalist approach, similar to the modest lifestyles traditionally embraced by Lutherans and Swedes. Even those who can afford it, like Bentley-driving broker Scott David in London's financial district, are now hesitating to spend lavishly, as seen in their reluctance to show off with brand-new luxury cars. "It would be considered inappropriate," he stated. "You don't want to appear as though you are flaunting your wealth in front of others." The luxury goods market is experiencing a downturn, with sales expected to decrease by 1 percent globally in the fourth quarter and potentially by up to 7 percent next year, according to a recent study by Bain and Co. In the U.S., Porsche car sales dropped by 58 percent in September compared to the same month in 2007, while overall car sales decreased by 22 percent, according to Autodata. Andy Lear, head of planning at the London office of French advertising agency Publicis, noted that the financial crisis was only exacerbating an existing trend in the luxury goods market. He mentioned that there were individuals who were searching for deeper significance beyond simply pursuing money and acquiring flashy possessions. Some in the financial services sector, who previously indulged in a luxurious way of life, are now beginning to reconsider the constant drive for material wealth. Patrick, an investment banker who preferred not to disclose his last name, shared that his daily routine has shifted in the past few months. "I'm leaving the office earlier and arriving later. Last week, I dropped off my son at school before heading to work -- something I had never done before," he stated, noting that some of his coworkers were also making similar changes. Patrick explained that the reason for his decision to leave his job was partly due to the tough financial situation at his company, which meant there would be no large bonuses this year. Additionally, he mentioned that the enthusiasm for working long hours had diminished. He expressed a change in his priorities and is now looking for ways to contribute to society, such as volunteering with a charity that offers debt counseling to the less fortunate. Henrietta Creighton, the managing director at Lifestyle Boutique, noted that although business had slowed compared to last year, clients were still spending on family celebrations. Family-friendly board games like Scrabble, Trivial Pursuit and Monopoly were predicted to be popular during Christmas as families opted for staying home instead of expensive vacations, according to Brian Goldner, CEO of Hasbro. The financial crisis may lead some people in secular societies like Britain to turn towards religion, noted Lord Richard Harries, a member of Britain's upper house of parliament and a former Anglican bishop. He suggested that after years of materialism and celebrity culture, society may be moving towards a more serious mindset. Nick Wills-Johnson, a research fellow at Curtain University Business School in Sydney, mentioned that during economic downturns, there is often a greater emphasis on family, altruism, and spirituality. The self-centered and flashy 1980s gave way to a global recession and the "Caring '90s", marked by George Bush Senior's goal to create a kinder and more compassionate nation. According to David Fowler of Cambridge University, author of "Youth Culture in Modern Britain, 1920-1970", downturns can also increase the popularity of anti-materialist movements, particularly among young people. Fowler explains that these movements tend to thrive during times of economic hardship because they highlight the flaws of consumerism.