London, Nov 19 (ANI): 'If you have got it, flaunt it' is passi now, because for Britons, it's not being wealthy that's in vogue anymore but being frugal.
A survey for price comparison website uSwitch found that just four per cent of people would talk openly about something they paid a lot of money for but 96 per cent said they would proudly show off a bargain.
And 88 per cent think it is acceptable, even desirable, to talk about ways in which they have cut back to save money.
"Keeping up with the Joneses no longer means competing for the most lavish lifestyle - it's about being seen to be poor and proud," The Daily Express quoted Ann Robinson, of uSwitch, as saying.
"While bragging about money or expensive purchases is frowned upon, boasting about nabbing a bargain or talking about how little you earn is in keeping with the times. We are wearing our frugality like a badge of honour." (ANI)