The noise of power tools fills the air as a group of workers hurries to ensure that Europe's largest city-centre shopping mall opens on schedule. However, marketing executives believe that the global financial crisis has caused consumers to move away from conspicuous consumption. Despite the $3 billion Westfield centre in West London having a focus on luxury, Managing Director Michael Gutman emphasizes that there is also a mass-market offering available. Other retailers are reportedly shifting away from using the term "luxury" in their marketing materials, opting instead for language that portrays shopping as a leisure activity to be enjoyed with loved ones. With the restrictions on obtaining credit, increasing mortgage expenses, and rising unemployment rates in the United States, Europe, and Japan, simply relying on clever advertising may not be sufficient to convince those who are still able to afford it to part with their money. According to Rory Sutherland, vice-chairman at advertising agency Ogilvy, in tough times, spending on luxury items or conspicuous consumption may become distasteful or unpopular. Sutherland predicts a shift towards a more minimalistic lifestyle, similar to the modest approach favored by Lutherans and Swedes. Even those who can still afford luxury items, such as Bentley-driving broker Scott David in London's financial district, are now hesitating before making conspicuous purchases, such as showing up to a meeting in a brand-new Porsche. "It would be considered in poor taste," he stated. "You don't want to appear as though you are flaunting your wealth in front of others." Sales of luxury goods are projected to decrease globally by 1 percent in the fourth quarter and could potentially drop by as much as 7 percent next year, according to a recent study by Bain and Co. In the U.S., Porsche car sales saw a 58 percent decrease in September compared to September 2007, while overall car sales dropped by 22 percent, as reported by Autodata. Andy Lear, head of planning at the London office of French advertising agency Publicis, noted that the financial crisis was only speeding up a trend that was already in place. He mentioned that people were searching for deeper meaning instead of just focusing on money and buying flashy items. Some individuals in the financial services sector, who had previously lived a luxurious lifestyle, are now beginning to reevaluate their constant pursuit of material wealth. An investment banker named Patrick, who preferred not to disclose his last name, stated that his work schedule had shifted in the past few months. He noted that he was leaving the office earlier and arriving later, and even took his son to school one day, something he had never done before. Patrick also mentioned that some of his colleagues were making similar changes in their routines. Patrick explained that one reason for his decision to shift his priorities was the tough financial situation at his workplace which meant smaller bonuses this year, as well as a decrease in motivation to work long hours. He mentioned that the atmosphere had changed and he now has different priorities, including giving back to society by working with a charity that offers debt counselling. Henrietta Creighton, managing director at Lifestyle Boutique, noted that while business had slowed compared to last year, clients were still spending on family celebrations. According to Brian Goldner, CEO of Hasbro, family board games like Scrabble, Trivial Pursuit, and Monopoly were expected to be popular Christmas gifts due to families opting for more affordable activities instead of expensive holidays. Lord Richard Harries, a member of Britain's upper house of parliament and former Anglican bishop, suggested that the credit crisis could lead people in secular societies like Britain to turn towards religion. Nick Wills-Johnson, a research fellow at Curtain University Business School, noted that during economic downturns, there tends to be a greater emphasis on family, altruism, and spirituality. The materialistic culture of the 1980s was followed by a period of global recession and what was termed the "Caring '90s", characterized by a focus on kindness and gentleness. David Fowler, from Cambridge University and author of "Youth Culture in Modern Britain, 1920-1970," mentioned that downturns also contribute to the rise of anti-materialist movements, particularly among the youth. According to him, these movements thrive during times of austerity as a recession reveals the shallowness of consumer-driven culture.