Frugality. It's the new frivolity. This week in Maclean's.

    TORONTO, Oct. 23 /CNW/ - Canadians don't necessarily want to have to live
on the cheap, but times are tough. Can we learn to live on less? And might it
actually do us some good? Some experts say the new frugal lifestyle being
forced upon us by the shrinking economy might just make us happier and
    Even beyond the deep economic recession, there are signs that meaningful
social change is brewing and that an era of thrift, self-restraint and
stopping-to-smell-the-proverbial-roses is upon us.
    As environmental fears push us from Hummers to hybrids, and a younger,
tech-savvy generation rebels against the "bigger is better" boomer mantra, a
long overdue cultural shift could be in the works, say observers. Among the
signs of belt-tightening: "Frugal is the new black" is the refrain in fashion
circles these days. One U.K. discount supermarket recently started selling a
$50 pin-stripe suit called the "credit-crunch suit" - and it is flying off the
shelves. In New York and L.A., vanity has taken a hit as a growing number of
men and women have opted to forego plastic surgery and Botox treatments.
Meanwhile, as cash-strapped people eat out less and get around more on foot
than by cars and cabs, health improves.
    It may all be culminating in a "perfect storm" that pushes Canadians into
a new age of post-materialism.

    PLUS in this week's issue of Maclean's:

    The mad bomber of Montney Play: Not everyone in B.C.'s Montney Play is
happy with the recent expansion of the gas wells. Some say it was only a
matter of time before something gave.

    Campaign hindsight: The Liberals are taking a look at what really went
wrong in this fall's campaign. First on the agenda is how to catch up with
Tory fundraising.

    U.S election chaos? Technical glitches - and the fact more people are
looking for problems - could mess with election results.

    About Maclean's

    Maclean's is Canada's only national weekly current affairs magazine.
Maclean's enlightens, engages and entertains 2.8 million readers with strong
investigative reporting and exclusive stories from leading journalists in the
fields of international affairs, social issues, national politics, business
and culture. Visit

For further information:

For further information: Louise Leger, (416) 764-4125,

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