Do you remember the war? Andy Bond does. The Asda chief executive yesterday sketched out a picture of what the UK shopper will look like in 2009.

The image he portrayed is not quite one of a shopper struggling through the bomb sites with ration books and gas masks - but is nonetheless redolent of that period.

Consumers next year, he says, will hate waste of all kinds, recycle and reuse wherever possible, do more of their own cooking and stay in more. Bling will be replaced by saving, credit with modesty, premium for “real” value and excess with prudence. The era of conspicuous consumption is over.

All hail the new puritans, then? Not quite. Mr Bond prefers to distil this combination of attitudes into a return to traditional family values, a spirit M&S has also sought to capture with its current Christmas advertising campaign. Indeed, he argues that the credit crunch has brought families closer, as they are forced to spend more time together.

Needless to say, Mr Bond believes Asda is best-placed to adapt to this new era, taking a thinly disguised dig at his biggest rival. For, just as Tesco was launching today's huge pre-Christmas sale, Mr Bond was claiming “gimmicky” promotions of 20 to 25 per cent off are not a good way for retailers to grow business. He argues, the winners will be - deep breath - “retailers with authentic low-cost operating models ... who are transparent about how they pass savings on to their customers”.

In fairness, though, that could just as easily be Sir Terry Leahy describing Tesco, Justin King describing Sainsbury's or Marc Bolland describing Morrisons.

Like Sir Terry, Mr Bond also marked his suppliers' cards, warning that, for example, people are washing their clothes less. In other words, Unilever and Procter & Gamble get the price of your washing powder down.

The most significant message, though, was the one Mr Bond has for the politicians. According to Asda's polling, customers are into self-help, with most believing they and their families are best placed to help themselves through this period. Governments, whom he plainly believes should keep out of the way, came last on the list - coming only above the banks in terms of perceived helpfulness.

Supermarkets, incidentally, were the next most-trusted but, before sneering, consider this - more individuals visit each of the big four every week than could be bothered to vote either Labour or Conservative at the last general election. The grocers are better placed to gauge the general public's mood than politicians.

Mr Bond's speech is a sensible reminder that British business has been in worse situations than it faces now - and has survived by adapting. Although, had Asda been around during the war, it would doubtless have been selling two tin hats for the price of one.

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