But even when there's an economic recession, we invariably find a way to spend ourselves back to growth. New product launches, seasonal fashion, increasing portion sizes and an endless aisle of choice have collectively supported growth in consumer spending. It's become an accepted principle that progress is measured through growth and growth is driven by consumption. These changes are weakening the links between consumption, growth, and success. Today, growth and margin are indicative factors of how well a consumer company has delivered to the needs of the market.

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