Perception Becoming a Reality

Just a couple days ago, on September 18, the Federal Reserve dropped interest rates by a quarter point. This is the second time the Fed cut rates in 2019 as an effort to encourage businesses to take out loans to hire more people leading to expansion and to boost economic activity by encouraging people to take out loans and use that money to spend and invest. This boosted economy means all is well and a recession can be avoided as long as people keep spending. With low rates, it is easier to borrow money and encourages more spending and investing. So, why aren’t people spending more? The perception of a soon-to-come recession.  

            “The Federal Reserve should get our interest rates to down to ZERO, or less, and we should then start to refinance our debt… A once in a lifetime opportunity that we are missing because of boneheads,” tweets the President of the United States. When the current sitting president calls the head of the Federal Reserve, who he appointed, a “bonehead,” it does not instill any sort of confidence in American people that our economy is stable and growing. Unsurprisingly, it has the very opposite effect. People are fearful of a potential recession. It has been over 10 years since our economy’s last big recession and people seem to believe that we are due for another. As a result of this fear, people are ultra-conscious of their spending habits and make even more of an effort to save money. Saving money might be great for people’s pockets, but it does not contribute to boosting economic growth. Less spending can lead to a slowdown in the economy and as a result, the recession.

Some economic indicators reveal the reality of the U.S. consumer. What retail spending, worker pay, and household spending show is that a consumer in the United States is still financially healthy. The supposed coming recession is not supported by these economic indicators but is instead backed by the public perception that our economy is due for downturn.

Had the Federal Reserve listened to President Trump’s suggestions, the public would likely have been even more fearful of oncoming doom. To conform would show weakness in our central banking system. If the Federal Reserve did cut interest rates to zero, like suggested, there would likely be even more of a panic that the recession is imminent. The Federal Reserve made a decision independent of the president which is critical in maintaining the mysterious reputation and its ability to create money and to withdraw money from the economy. If they acted as the president suggested they should, the public perception would shift to distrust in the central bank, and ultimately an even more problematic idea of the potential recession.

To avoid the recession people strongly believe is overdue, people must borrow money to spend which will contribute to economic growth. The health of our economy is now reliant on whether people respond to the lowered interest rates and to the encouragement to spend and invest. The recession is not a guarantee, and people should take individual action to make sure they add value to a growing economy.

California AB5: Gig Economy Off The Rails

On September 18th, California Assembly Bill 5 (AB5) was signed into law. Its effects will be felt most strongly in the gig economy, where many don’t feel great about it. The basic premise of California AB5 is to define the law what constitutes independent contracting and what circumstances make workers full employees with benefits (such as minimum hourly wage and compensation plans).  

Lyft, Uber, Postmates, and DoorDash are the companies where the most workers will be affected.  Hundreds of thousands of drivers (alongside thousands at other companies in this gig economy space) will now be considered employees. Full time drivers are in for a somewhat good change, as they will receive positive benefits but are also now committing themselves to businesses that were designed to profit off of independent contractors. According to a Lyft driver interviewed in a recent report in the Wall Street Journal, ride rates have decreased by about 50% in the past four years. The cost of being a full-time driver is now higher and higher because they make near (and sometimes sub) minimum wage and have to pay the costs of keeping their vehicles in top shape at all times. In the chart below you can see how much California makes up of these companies profit streams. 

The people that AB5 affects most negatively are the part time drivers, as they now lose the flexibility of choosing when and how long they work in the face of being required and pushed to work more and more hours to make being a driver actually profitable. Expenses like gas, car repair, and giving up time at other part-time/independent professional endeavors will take a toll and force these drivers to either seek full time employment or move on to other pursuits. Other states will most likely follow the path California AB5 has set up, as gig economy corporations have grown sacel-wise at such a rate in usage and in contractors that labor laws must be passed to ensure the safety of full time workers. Adding the misfortune of drivers negatively affected by this bill is that they still have no control over what the pricing on rides is. Uber and Lyft can cut back pricing on rides as much as they want to accommodate the decrease in drivers on the street

Uber alone accounts for over 65% of the ride share market according to the Business of Apps journal. Even as their IPO this year did not go very well, they still stand as the juggernaut in the ride service arena, as seen in the Statista chart below. 

On the opposite consumer side of things, this bill will lower the amount of uber drivers on the street while demand keeps increasing, and according to the Wall Street Journal will make ride prices unstable. It will be interesting to see how this change affects the free shared rides agreement Lyft has with USC for a two mile radius around campus. Many students use it to get home safely each night, as this benefit activates after 7pm. It would not be unreasonable for the company to cease programs like this for the time being while their employee number will likely go through a shifting period. 

Sources: 

https://qz.com/1706754/california-senate-passes-ab5-to-turn-independent-contractors-into-employees/

https://www.latimes.com/california/story/2019-09-22/skelton-ab5-employment-law-independent-contractors-gig-economy

https://www.theatlas.com/charts/OffkCowSV

https://www.statista.com/chart/17261/lyft-vs-uber/

Nailed it: Can nail polish be the new lipstick index?

What has a) a million colors, b) a oft-ridiculous punny name, c) the capacity to survive a nuclear apocalypse on your toes but chips off in two days on your hands, and d) the ability to serve as an economic indicator? 

Nail polish.

OPI Planks A Lot Nail Polish
OPI “Planks A Lot” nail polish / Courtesy of The Fingernail Files

In the first ten months of 2011, less than five years after the Great Recession started, nail polish and product sales were 59% higher than in the same period a year ago, according to NPD Group, a market research firm. 

Adam Davidson, an economic journalist and co-founder of NPR’s Planet Money, wrote in a 2011 New York Times column that a “rise in nail polish sales indicates that we’re searching for bargain luxuries as the economy craters – and sales of nail polish are way up right now.” High nail polish sales = good times are a’coming. A 2017 study of the global nail polish market showed that the industry is projected to reach $15.5 billion in 2024. One factor in the projected growth is the popularity of nail designs in youth populations, as well as the popularity of nail polish products in international fashion capitals, such as Paris, London and Milan. 

A key finding in the 2017 report is the increase of projected increase of gel polish. More expensive than the traditional “liquid” nail polish, gel is advertised to offer up to three weeks without cracking or chipping and faster drying time with the use of L.E.D. light. The high popularity of gel polish could be due to a variety of reasons, including a demand for longer lasting nail products. Consumers might be willing to pay more for what can read like a bionic manicure, but because of the durability of gel nails, may be spending less time at salons

Economics is part psychology, as the recession-proofness of nail polish shows. A small pleasure, nail polish can be affordable (sometimes less than a dollar). Coming in a variety of colors from deep burgundies and plums to neon yellow, as well as a variety of textures (hello 2012’s “crackle” nail polish trend), nail polish is visually appealing, and for people that choose to forgo the luxury of a nail salon, painting your nails can be a relaxing, almost therapeutic activity. 

The Great Recession seems to have catapulted nail polish to the recession-proof big leagues – in 2011, TIME named it one of the “12 things we buy in a bad economy,” a list that also featured romance novels, donuts, chocolate and condoms. Good company? 

Nail polish appears to have pushed out lipstick as the recession-proof cosmetic. Termed the “lipstick index” by Leonard Lauder, chairman emeritus of Esteé Lauder, lipstick sales used to soar during not-so-great economic terms. Like nail polish, lipstick is a quick, colorful pick-me-up – (sometimes) affordable glamor in a tube. However, lipstick sales fell in 2010

After the lipstick index’s accuracy was called into question during the Great Recession, Lauder expanded on his original definition, claiming it was never about just lipstick.

“We have long observed the concept of small luxuries, things that can get you through the hard times and the good ones. And they become more important during harder times. The biggest surge in movie attendance came during the 1930s during the Depression.”

Leonard Lauder, chairman emeritus of Esteé Lauder.

Although nail polish may not be as important an economic indicator, per se, as the GDP or unemployment, OPI’s puke-green “Uh-Oh Roll the Windows Down” demonstrates that even in times of frugality, people are still willing to spend on little luxuries.

SOURCES