EC Comissionar Meglena Kuneva wrote on 30 april 2009 about Consumer in Recession 

“On the other hand, it gave me reassurances that our greatest challenge today is governance. Governance that is good, efficient, citizens’ oriented, with evidence and science – based decisions. A recent McKinsey Global institute study has made it clear that consumers are responding to the crisis by experimenting new retail channels, including Internet” 

Why did it took soooo long to realize  that? Is a recession necessary in order  to acknowledge  the incremental changes in consumers’ behaviour?  In fact, in recession times firms need to protect themselves in front of consumers….