Frugality is so hot right now

Stencil of Fonzy
"Ayyyyyyyy!" etc
"nine out of ten people think frugality is very much ‘in’ right now"
  • | by Kristian Dando

What does ‘cool’ mean in 2013? To be honest, we’ve all but given up on worrying about that sort of thing, and will leave it to BBC Three commissioning editors and buyers for Urban Outfitters.

But as far as we can tell, 'cool' things may or may not include the following: Lana Del Rey. 'Street food' and ‘craft beer’. Breaking Bad. Pop-up shops. Ironic tattoos. Dalston. Beards. That sort of thing.

But apparently, ‘The Age of Austerity’ has made being  frugal cool. So while once upon a time it was just tight jeans that would mark you out as a swinging young hepcat - now, it looks as if being tight with your cash is a one-way ticket to being a 'happening dude' or dudette. Or something.

A bit of research commissioned by cashback site Quidco found that nine out of ten people think frugality is very much ‘in’ right now, with practices like using discount vouchers, collecting reward points and haggling in shops being considered must-do practices for discerning ‘hipsters’.

Yes, that’s right – where other generations had the likes of James Dean, David Bowie, Audrey Hepburn or Debbie Harry as their touchstones of cool, it appears that this generation have, er, Martin Lewis to look to.

And, wouldn’t you know it, using comparison sites is THE SIXTH COOLEST THING you can do. We’re feeling massively vindicated right now.

So, with cutting costs more socially acceptable than ever before, it would appear that your one-way ticket to ‘street cred’ is whipping out a reward voucher at dinner or a restaurant, taking a packed lunch to work, doing your shopping in Aldi or logging on to a site like  and potentially slashing the cost of your car insurance, home insurance, gas and electricity,  or similar.

Possibly whilst nonchantly thumbing through an issue of Dazed and Confused, Andy Oldham, MD of Quidco commented: “Pulling out a voucher in a restaurant, or using coupons at the supermarket, used to be seen as something you only did if you were desperate and hard-up. But since the credit crunch first started to hit, Brits have had no choice but to become more savvy with their money," before Instagramming a picture of the 'artisan' burger he had for his lunch to his mates.