The noise of power tools fills the air as a group of workers hurries to ensure that Europe's largest city-center shopping mall opens on schedule. However, marketing executives are noting a shift in consumer behavior, with many now rejecting ostentatious spending due to the financial crisis. The $3 billion Westfield center in West London is set to open with a focus on luxury, featuring stores like Louis Vuitton, Prada, Tiffany, and Gucci. Despite this, Managing Director Michael Gutman emphasizes that the center also offers mass-market options. Retailers are now opting for marketing material that portrays shopping as a relaxing activity shared with loved ones, rather than emphasizing luxury. With the current economic conditions making credit more difficult to obtain, mortgage costs increasing, and unemployment on the rise in the United States, Europe, and Japan, clever advertising alone may not be enough to convince those who still have the means to spend their money. According to Rory Sutherland, vice-chairman at advertising agency Ogilvy, during tough times, it may be seen as distasteful or unfashionable to indulge in extravagant spending. Sutherland believes there will be a shift towards a more minimalist lifestyle, similar to the modest habits of Lutherans and Swedes. Even those in the City of London financial district, like broker Scott David, who can still afford luxury items are showing hesitance towards conspicuous consumption, opting for a more modest approach. For example, David mentioned that individuals are now more reluctant to show off their wealth by driving a brand-new Porsche to meetings. "It would be considered inappropriate," he stated. "You don't want to come across as flaunting your wealth." Sales of luxury goods are projected to decrease globally by 1 percent in the fourth quarter and could drop by as much as 7 percent next year, according to a recent study by consulting firm Bain and Co. In September, U.S. sales of Porsche cars decreased by 58 percent 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, mentioned that the effects of the financial crisis were only speeding up a trend that was already in place. He stated that individuals had been searching for something deeper than simply pursuing money and purchasing flashy items. Some in the financial sector, who had previously lived a lavish lifestyle, are now beginning to reconsider their constant quest for material wealth. Investment banker Patrick, who preferred not to disclose his last name, mentioned that his work schedule had shifted in the past few months. "I am 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 explained, noting that some of his colleagues were also making similar changes. Patrick explained that the reason he was considering a career change was due to the tough financial situation at his current job, as well as a shift in his priorities away from working long hours. He mentioned that he is now looking to contribute to society by working with a charity that helps those in need with debt counseling. Meanwhile, Henrietta Creighton, a managing director at Lifestyle Boutique, noted that although their business had slowed down compared to the previous year, clients were still investing in family celebrations. According to Brian Goldner, CEO of Hasbro, family board games like Scrabble, Trivial Pursuit, and Monopoly were predicted to be popular Christmas gifts due to families opting out of expensive vacations. Lord Richard Harries, a former Anglican bishop and member of Britain's parliament, suggested that the credit crisis may lead individuals in secular societies like Britain towards religion. He believes that society may be transitioning into a period of increased focus on family, altruism, and spirituality. Nick Wills-Johnson, a research fellow at Curtin University Business School, noted that periods of economic downturn often coincide with greater emphasis on family and spirituality. The extravagant 1980s, exemplified by movies like "Wall Street," were followed by a global recession and what was referred to as the "Caring '90s," influenced by George Bush Senior's pledge to create a more compassionate nation. David Fowler from Cambridge University, author of "Youth Culture in Modern Britain, 1920-1970," stated that downturns can also increase support for anti-materialist movements, particularly among young people. He believes that these movements thrive during times of financial hardship because a recession highlights the shallowness of consumer-oriented society.