The sound 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 believe that the crisis in global financial markets has caused consumers to move away from conspicuous consumption. The $3 billion Westfield center in West London will have a strong emphasis on luxury when it opens this Thursday, with stores like Louis Vuitton, Prada, Tiffany, and Gucci mentioned in promotional material. 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. Retailers are also shifting away from using the term "luxury" in their marketing, instead focusing on shopping as a form of relaxation and time spent with loved ones. With credit becoming more difficult to access and mortgage costs increasing, along with rising unemployment 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 in tough economic times, it may be seen as inappropriate or out of fashion to indulge in flashy or ostentatious spending. Instead, there may be a shift towards a more minimalist lifestyle, similar to the Swedish and Lutheran traditions of modesty and austerity. Even those in the financial district of the City of London, like broker Scott David, who can afford luxury items are now showing hesitation in making conspicuous purchases, such as showing up to a meeting in a 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." The luxury goods market is experiencing a slump after experiencing strong growth for years. Sales are predicted to decrease by 1 percent globally 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 the U.S., Porsche car sales fell by 58 percent in September compared to September 2007, while overall car sales declined by 22 percent. Andy Lear, head of planning at the London office of French advertising agency Publicis, believes that the financial crisis is simply speeding up a trend that was already underway. He stated that people were searching for more substance in life instead of just focusing on making money and purchasing flashy items. Some individuals in the financial sector, who had previously lived a lavish lifestyle, are now beginning to reconsider their constant quest for material wealth. Patrick, an investment banker who preferred not to disclose his last name, mentioned that his work schedule had shifted in the past few months. "I now leave the office earlier and arrive later. Last week, I even took my son to school before coming to work - something I had never done before," he said, noting that some of his coworkers were also making similar changes. Patrick explained that the reason he decided to make a change in his career was due to the financial difficulties facing his employer, which meant no large bonuses would be given this year. Additionally, he felt that the motivation to work long hours had diminished. He expressed a shift in priorities and a desire to give back to society by working with a charity that assists the less fortunate with debt counselling. Henrietta Creighton, the managing director of Lifestyle Boutique, noted a decrease in business compared to the previous year, but mentioned that clients were still willing to spend on family celebrations. Toy maker Hasbro's chief executive, Brian Goldner, predicted that family board games like Scrabble, Trivial Pursuit, and Monopoly would be popular Christmas gifts as families opted for stay-at-home activities over expensive vacations. Lord Richard Harries, a member of Britain's upper house of parliament and a former Anglican bishop, suggested that the credit crisis could lead people in secular societies like Britain to turn towards religion. He noted a shift towards a more serious focus on family, altruism, and spirituality, which often occurs during economic downturns. Nick Wills-Johnson, a research fellow at Curtain University Business School, pointed out that past periods of conspicuous consumption, such as the 1980s, were followed by trends towards greater compassion and kindness, as seen in the "Caring '90s." David Fowler from Cambridge University, author of "Youth Culture in Modern Britain, 1920-1970", mentioned that downturns tend to increase support for anti-materialist movements, particularly among younger individuals. According to him, these movements thrive during times of economic hardship because they reveal the shallowness of a society driven by consumerism.