The author Linda Skugge states:

What I find most interesting in Jacob Sandström´s presentation is what products that will have the best chance of succeeding during the recession. When most people experience a thinner wallet, the choice will no longer be between Adidas or Nike.  “I already have a pair of running shoes, I already have a camera” says Jacob Sandström, “hence, the products that I choose to buy will have to fill a rational as well as an emotional need – the camera has to reward me, and it has to confirm who I am. This is nothing new, but the demands on products will increase significantly during a recession when they also have to compete with other alternatives like buying a shirt or a new dishwasher”  

Read the full article in Swedish here