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Business Mayor
26-04-2025
- Business
- Business Mayor
Americans are getting flashbacks to 2008 as tariffs stoke recession fears
Homemade barbecue pork chops. Katy Perry performs onstage during the Katy Perry The Lifetimes Tour 2025. A woman checks her receipt while exiting a store. iStock| Theo Wargo | Hispanolistic | Getty Images A few weeks ago, as Kiki Rough felt increasingly concerned about the state of the economy, she began thinking about previous periods of financial hardship. Rough thought about the skills she learned about making groceries stretch during the tough times that accompanied past economic downturns. Facing similar feelings of uncertainty about the country's financial future, she began making video guides to recipes from cookbooks published during previous recessions, depressions and wartimes. The 28-year-old told followers that she is not a professional chef, but instead earned her stripes by learning to cook while on food stamps. From Rough's yellow-and-black kitchen in the Chicago suburbs, she teaches viewers how to make cheap meals and at-home replacements for items like breakfast strudel or donuts. She often reminds people to replace ingredients with alternatives they already have in the pantry. 'I keep seeing this joke over and over in the comments: The old poors teaching the new poors,' Rough told CNBC. 'We just need to share knowledge right now because everyone is scared, and learning is going to give people the security to navigate these situations.' The self-employed consultant's videos quickly found an audience on TikTok and Instagram . Between both platforms, she's gained 350,000 followers and garnered about 21 million views on videos over the last month, by her count. President Donald Trump's announcement of broad and steep tariffs earlier in April has ratcheted up fears of the U.S. economy tipping into a recession in recent weeks. As Americans like Rough grow increasingly worried about the road ahead, they are harking back to the tips and tricks they employed to scrape by during dark financial chapters like the global financial crisis that exploded in 2008. Google is predicting a spike in search volumes this month for terms related to the recession that came to define the late 2000s. Searches for the 'Global Financial Crisis' are expected to hit levels not seen since 2010, while inquiries for the 'Great Recession' are slated to be at their highest rate since the onset of the Covid pandemic. Porkchops, house parties and jungle juice On TikTok, a gaggle of Millennials and Gen Xers has stepped into the roles of older siblings, offering flashbacks and advice to younger people on how to pinch pennies. Some Gen Zers have put out calls to elders for insights on what a recession may feel like at this stage of life, having been too young to feel the full effects of the financial crisis. 'This is, potentially, at least on a large scale, the first time that millennials have been able to be the 'experts' on something,' said Scott Sills, a 33-year-old marketer in Louisiana. 'We're the experts on getting the rug pulled out from under us.' Those doling out the advice are taking a trip down memory lane the to tail-end of the aughts. Cheap getaways to Florida were the norm instead of lush trips abroad. They had folders for receipts in case big-ticket purchases went on sale later. Business casual outfits were commonplace at social events because they couldn't afford multiple styles of clothing. Porkchops were a staple dinner given their relative affordability, leading one creator to declare that they 'taste like' the Great Recession. They drank 'jungle juice' at house parties, a concoction of various cheap liquors and mixers, instead of cocktails at bars. 'There's things that I didn't realize were 'recession indicators' the first time around that I thought were just the trends,' said M.A. Lakewood, a writer and professional fundraiser in upstate New York. 'Now, you can see it coming from 10 miles away.' Customers shop for produce at an H-E-B grocery store on Feb. 12, 2025 in Austin, Texas. Brandon Bell | Getty Images To be sure, some of the discourse has centered around how inflationary pressures have made a handful of these hacks defunct. Some content creators pointed out that the federal minimum wage has sat at $7.25 per hour since 2009 despite the cost of living skyrocketing. Read More Passive investing movement gets its Hollywood moment Kimberly Casamento recently began a TikTok series walking viewers through recipes from a cookbook that was focused on affordable meals published in 2009. The New Jersey-based digital media manager said she's found costs for what were then considered low-budget meals ballooning between about 100% and 150%. In addition to sharing the price changes, the 33-year-old gives viewers some tips on how to keep costs down. 'Every aspect of life is so expensive that it's hard for anybody to survive,' Casamento said. 'If you can cut the cost of your meal by $5, then that's a win.' 'A very human thing' This type of communal knowledge-sharing is common during times of economic belt tightening, according to Megan Way, an associate professor at Babson College who studies family and intergenerational economics. While conversations about how to slash costs or to make meals stretch typically took place among neighbors in the late 2000s, Way said it makes sense that they would now play out in the digital square with the rise of social media. 'It's a very human thing to reach out to others when things are feeling uncertain and try to gain on their experience,' Way said. 'It can really make a difference for feeling like you're moving forward a little prepared. One of the worst things for an economy is absolute fear.' Way said that Americans are quick to look back to the Great Recession for a guide because that downturn was so shocking and widely felt. However, she said there's key differences between that economic situation and what the U.S. is facing today, such as the absence of bad debt that sparked the housing market's crash. Still, she said there's broad uncertainty felt today on several fronts — be it tied to the economy, geopolitics or domestic policy priorities like slashing the federal workforce or limiting immigration. That can reignite the feeling of unpredictability about what the future will bring that was paramount during the Great Recession, Way said. In 2025, it's clear that economic confidence among the average American is rapidly souring. The University of Michigan's index of consumer sentiment recorded one of its worst readings in more than seven decades this month. With that negative economic outlook comes rising stress. When Lukas Battle made a satirical TikTok about feeling like divorces were increasingly common around the time of the Great Recession, the 27-year-old's comments were abuzz with people talking about their parents splitting recently. (Though divorce has been seen as a cultural hallmark of the financial crisis, data shows the rate actually declined during this period.) 'There's a second round of divorces happening as we speak,' Battle said. Cultural parallels That's one of several parallels social media users have drawn between the late aughts and today. When videos surfaced of a group dancing to Doechii's hit song 'Anxiety,' several commenters on X reported feeling déjà vu to when flashmob performances were common. Disney 's reboot of the animated show 'Phineas and Ferb,' which originally premiered in the late 2000s, similarly put the era top of mind. Lady Gaga performing at Coachella 2017 Getty Images | Christopher Polk 'Recession pop,' a phrase mainly referring to the subgenre of trendy music that dropped during the Global Financial Crisis, has caught a second wave over the past year as Americans contended with inflation and high interest rates. Now, in 2025, as the chorus of voices projecting a recession ahead grows, pop music has some familiar sounds. In 2008, artists such as Miley Cyrus, Lady Gaga and Katy Perry regularly appeared on the music charts. Both Cyrus and Gaga have released new songs this year. Perry kicked off a world tour this week. 'It's almost a permission to feel good, whether that's through song or something,' said Sills, the marketer in Louisiana. 'It's not necessarily ignoring the problems that are here, but just maybe finding some sort of joy or fun in the midst of all of it.'
USA Today
07-02-2025
- General
- USA Today
10 ways to avoid Valentine's Day disappointment — yours and theirs
A box of chocolates is nice, but here's how to really win at love With so many expectations tied to this holiday, it can be a real challenge to avoid Valentine's Day disappointment — Photo courtesy of Hispanolistic / E+ Advertisement If Valentine's Day feels like most other days to you, you're not alone. A recent survey revealed that more than half of Americans say they enjoy Valentine's Day as much as any other calendar day. However, if you're in a romantic relationship, don't be so sure your partner feels the same way. That assumption can lead to big Valentine's Day disappointment. We asked relationship expert Dr. Sarah Hensley how couples can avoid letting each other down on this holiday so ladled with expectation. Here's what she had to say. Ease the expectation for physical intimacy This isn't the movies, friends. 'One of the biggest issues I see is that this day can come with an automatic expectation for physical intimacy," Hensley says. "In relationships where the emotional safety and intimacy is lacking, this can feel really inappropriate.' Hensley instead recommends focusing on the emotional connection you have with your partner to avoid Valentine's Day disappointment. 'This can spark the return of physical intimacy," she says. "Most of the time when physical intimacy wanes, it's because people's attachment needs have gone deeply unmet for some time. Meeting your partner's attachment needs makes them feel both safe and loved. Safety is absolutely critical.' Discuss Valentine's Day plans up front — along with budget A surefire way to avoid Valentine's Day disappointment is to ask your partner if they want to exchange gifts and, if so, agree upon a spending limit. For some couples, a pragmatic conversation like this comes naturally; for others, it might feel a bit odd. But the momentary awkwardness of a direct conversation can prevent the real awkwardness of one partner getting a card, while the other receives a nice piece of jewelry. If in doubt, do more, not less This tip from Hensley can save some real headache. 'Sometimes in relationships we have to be sacrificial, and just because the holiday isn't important to us, it might really be important to our partners,' she says. Hensley suggests that men in heterosexual relationships consider taking the lead in planning something special for Valentine's Day. "Overall, women tend to prefer men to plan and execute dates," she says. "In fact, in my coaching practice, something I hear very often is how turned off female partners can be when men don't take the lead on planning dates.' Share a wish list to avoid Valentine's Day disappointment Don't leave your partner hanging or playing the guessing game on what would bring you joy on Valentine's Day. Whether you hand them a catalog with a few items circled or tell them about a restaurant you've been dying to try, you can drop helpful hints along the way. Stick with flowers A beautiful bouquet or floral arrangement is a time-tested way to make someone feel special. You can pair the bouquet with a meaningful note (more on that below) or have it delivered to your partner's workplace for a midday surprise. Bonus points for knowing your partner's favorite flower! A few meaningful words go a long way Whether spoken directly or handwritten in a card, Valentine's Day is a great occasion to share what you appreciate about your partner. 'For those who struggle with vulnerability, the trick is to give compliments that are unique to your partner,' says Hensley. Avoid generic sentiments you'd find in a greeting card. Think about the specific ways — big and small – your partner adds richness to your life. Plan an adventure together Going on an adventure you've both planned can bring you closer together — Photo courtesy of DMP / E+ If you're usually a "dinner and a movie" couple, break out of the norm. It can be as adventurous as a fly-in romantic date or as simple as a day trip to a neighboring town. Experts say that traveling as a couple can be healthy for a relationship, especially when you plan something together. Explore: Las Vegas, baby! How to plan an unforgettable romantic getaway Choose the best day, not the right day Is February 14 not a convenient day to celebrate? Instead of skipping Valentine's Day altogether, plan to do something on another day and communicate the change of plans in advance to avoid Valentine's Day disappointment. Most people simply want some quality time together, even if it can't be on the proper holiday. Wish them a Happy Valentine's Day right away There's nothing worse than hoping your partner remembered. Hensley says that even if you've planned a surprise for later in the evening, acknowledge right away what day it is. Otherwise, "your partner might think you forgot and spend most of the day feeling sad and insignificant,' Hensley says. You can even let them know you have something special planned for later without spoiling the surprise. "Letting them know that morning that you are excited to celebrate with them will leave them anticipating what is coming," Hensley says. "Excitement between couples fosters bonding. We find our partners more attractive when they spark our curiosity.' Hotels & Resorts: 10 romantic hotels near national parks that will capture your heart Know your partner Knowing your love language and your partner's love language — and communicating this to each other — is an effective way to avoid Valentine's Day disappointment. According to best-selling author Gary Chapman, the five love languages are acts of service, words of affirmation, quality time, gifts, and physical touch. Adds Hensley: 'Attachment science can help create mutual understanding between how people prefer to be loved, leading to more empathy for each other and fewer disagreements.' Now, get out there, follow these tips, and make Cupid proud.
