"There is empirical evidence that leading brands that keep investing during recessions gain share."

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The richer people, when they get another $100,000, or another million, or 10 million, don't tend to spend it as much as the poorer people would if they got another $100 or $1,000 or $5,000. All the empirical evidence suggests that the rich tend to consume a lower proportion of income than middle and lower-income people.

— Adair Turner, Baron Turner of Ecchinswell