The sound of power tools fills the air as a group of workers hurry to ensure that Europe's largest city-centre shopping mall opens on time. However, marketing executives believe that the current crisis in global financial markets has caused consumers to move away from showing off their wealth. The $3 billion Westfield center in West London will have a strong focus on luxury when it opens on Thursday, including stores like Louis Vuitton, Prada, Tiffany, and Gucci. Despite this, Managing Director Michael Gutman insists that there is a mass-market appeal to the center, with only a few areas attracting special attention. Other retailers are also shifting away from the term "luxury" in their marketing materials, instead focusing on shopping as a way to relax and spend time with loved ones. With the difficulty of obtaining credit, increasing mortgage costs, and rising unemployment in the United States, Europe, and Japan, clever advertising alone may not be enough to convince those who can afford it to spend their money. Rory Sutherland, vice-chairman at advertising agency Ogilvy, believes that in tough times, spending on luxury items or conspicuous consumption may be seen as distasteful or unfashionable. Sutherland predicts a shift towards a more minimalist lifestyle, similar to the modest ways favored by Lutherans and Swedes. Even those in financial districts like the City of London, such as broker Scott David, are hesitating before making conspicuous purchases like a brand-new Porsche for meetings. "It would be considered in poor taste," he explained. "You don't want to come across as flaunting your wealth in front of others." After experiencing strong growth for several years, luxury goods sales are predicted to decrease globally by 1 percent in the fourth quarter, with a potential drop of up to 7 percent next year, according to a recent study by consulting firm Bain and Co. Sales of Porsche cars in the U.S. dropped by 58 percent in September compared to September 2007, while overall car sales decreased by 22 percent, according to data from Autodata. Andy Lear, head of planning at the London branch of French advertising agency Publicis, stated that the effects of the financial crisis were only speeding up a trend that was already present. He mentioned that people were already searching for something deeper than simply pursuing money and acquiring flashy items. Some individuals in the financial sector who had previously valued a luxurious lifestyle are now beginning to question the continuous quest for material wealth. Investment banker Patrick, who preferred not to disclose his last name, stated that his work routine had shifted in the past few months. "I am leaving the office earlier and arriving later. Last week, I even took my son to school before going to work - something I had never done before," he shared, noting that some of his coworkers were also making similar changes. Patrick explained that his decision to change his priorities and look for ways to give back to society was influenced by the tough financial climate at his job, which meant there would be no large bonuses this year and the motivation to work long hours had diminished. He is now planning to work with a charity that provides debt counselling to the poor. Henrietta Creighton, managing director at Lifestyle Boutique, mentioned 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 predicted to be popular during Christmas as families opted for cheaper options instead of expensive holidays. Lord Richard Harries, a member of Britain's upper house of parliament, suggested that the credit crisis could lead some people in secular societies like Britain to turn towards religion. He also mentioned a shift towards a new seriousness after years of excessive consumerism and shallow celebrity culture. Nick Wills-Johnson, a research fellow at Curtin University Business School, noted that downturns often led to a greater focus on family, altruism, and spirituality. The extravagant 1980s were followed by a global recession and the "Caring '90s", characterized by a commitment to kindness and gentleness. According to David Fowler of Cambridge University, downturns in the economy tend to increase support for anti-materialist movements, particularly among young people. Fowler, author of "Youth Culture in Modern Britain, 1920-1970," believes that these movements thrive during times of financial hardship because they highlight the shallowness of consumer-driven culture.