With the economic downturn tightening budgets I have seen several articles discussing how frugality is now becoming cool. They usually support this claim with a few anecdotes from ordinary citizens. Based on my own observations I doubt that frugality is actually becoming cool or even becoming much more socially acceptable. There are more people becoming frugal from necessity or perhaps because they are worried about the economy. They aren’t becoming frugal because they want to though, they are becoming frugal because they have to or because they feel that they need to be frugal due to the economy. Perhaps people will discover that a frugal lifestyle is a good choice regardless of whether it is necessary. My guess is that once the economy recovers the vast majority of these people will abandon their frugal ways and return to being regular consumers.