The good news from Deloitte's "New American Pantry" is that the vast majority of consumers don't feel bad about the recession -- they actually love it: 81% of those surveyed say they find saving money, using such techniques as coupons or loyalty programs, fun.
It's going to be harder than ever for brands to have loyal customers. To be successful, brands need to understand the relationship with the brand, but also the environment where the customer experiences with the brand. The best brands will tie into the retail experiences directly to the consumer, owning the relationship directly. The smart folks will be using Foursquare (et al), Twitter, Facebook, mobile apps, and massive amounts of customer data to connect with customers and provide exceptional experiences.