In many advanced economies outside of the world of high finance deflation is a major concern. One of the main reasons is that since 2008 the velocity of money has sharply declined. Large international businesses and corporations have been investing huge amounts of their profits into buying their own shares on the stock markets. This means even more more money being sucked into the financial sector from other sectors. These businesses are also building massive reserves of money in offshore tax havens rather than investing in innovation and research or their workforce. So there is also a knock on effect of less quality jobs and lower wages. Lower incomes and less jobs means that people don't have so much money to spend which means less demands for goods and services which means less profits for businesses owners and in essence the beginnings of a deflationary spiral.