Selling The Sizzle Not The Steak

The roller-coaster stock market and plunging housing prices have left many consumers afraid. In response, marketers are adopting a softer approach to peddling their products, playing up comforting images in their ads and focusing on family and the warmth and safety of home.
Some marketers are even reviving old advertising to remind consumers of happier times.

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I like how the article points out how brands are trying to become more soothing. I find it funny that in "hard times" brands and businesses go away from the greedy sales approach while moving to more of a marketing oriented approach in their message. Shouldn't it have been this way all along? It has been for Nordstrom's, Sun Country, etc... What are some examples, other than what was mentioned in the article. you can think of where companies are changing their message trying to create a "softer approach" to their customers wallet?