The U.S. economy is currently facing a series of ups – the cost of oil, food prices, unemployment – and downs – stock prices, value of the dollar, the housing market. These issues understandably have people concerned.

Perceptions of cultural imperialism and military excess have contributed to a tarnished image of the current United States in the eyes of global consumers. However, the traditional reputation associated with the country has remained intact. The U.S. is still seen as the world’s pinnacle of education and entrepreneurship, where achievement, affluence and opportunity flow freely. America is thought of as the land of the senses, where everything is bigger, brighter and flashier. As a nation founded on revolution, America embodies a maverick and a rebel, a place where adventurous spirits rule. The confident, outspoken though sometimes loud and aggressive American is a stereotype based on individuality and a self-expressive attitude. Americans are thought to indulge in the ready gratification of personal desires – both small and large – and the embrace of the good life.

The core values of the confident, adventurous American are not seen in many with the present state of the economy. Americans are cutting back like never before. High gasoline prices have Americans drastically changing their transportation habits. Consumers have seen fuel prices rapidly rise to over four dollars per gallon, and they expect they will continue to increase. These ever rising gas prices are making for messy divorces between consumers and Sport Utility Vehicles (SUVs) as gas guzzlers are being traded in (at a considerably decreased value) for more fuel-efficient automobiles.

Even with the shift to more economical automobiles, the use of private personal transportation has been curtailed for anything other than short distances. The resulting surge in public transportation has some cities facing overburdened and aging infrastructure concerns. The Federal Highway Administration estimates that U.S. drivers logged 11 billion fewer miles this year than a year ago. Those figures represent a 4.3 percent national drop and the biggest ever year-over-year reduction in miles driven.

The soaring energy prices also have Americans trading in their travel plans for stay-at-home vacations, dubbed “staycations.” Staycations seem to be a trend that’s here to stay, and can take many forms, from backyard camping “expeditions” to escapes to a local hotel.

The current economic downturn, coupled with rising gas prices have helped lead to the mass awareness and concern over personal and global sustainability. This environmental conscience has been building steadily and appears that it will remain for the foreseeable future. “Green” is a new buzzword, and smart corporations are using it as the backbone of their future business strategy. “Green” messages can showcase what they are doing as an organization and also help consumers make responsible choices for sustainability in their own lives. The new “eco” consumers span generations and are highly motivated to protect the planet, its people and its resources.

Americans want to gain back the rest of the world’s respect and having a face they trust representing the “brand” has grown very important to them. With a large percentage of the population developing a burgeoning sense of sustainability and eco-responsibility, the government is expected to be on the forefront of the movement. Certain corporations claim to be eco-friendly, but educated consumers are still wary and are looking toward the government for regulation. With a president that is strongly behind “green” initiatives, Americans hope to show the world that they are forward thinking and able to implement those ideas from the top down.