The media is talking day in, day out that we are heading towards a global recession. Companies are tightening their budgets and are watching where and on what they spend. When sales continue to drop over the next few months, budgets may be cut even further in certain areas. This might seem quite normal. However, I ask why are we not thinking more cleverly in “good economic times” where and on what we spend our money? Does an economic down turn need to happen for us to wake up and watch our spending more closely?