Consequently when the economy is bad, there is chain reaction of socio-cultural affects. The social aspect of the American culture plays a key role in business throughout the country because trends directly affect consumer behavior. When a business is operating in a business environment that is based on the sole idea of consumer purchasing and the market busts, they are going to need more than a good marketing campaign to save face. Fortunately for those in the airline industry, there are a lot of viable operations that enhance the firm’s ability to generate cash in times of poor consumer spending e.g. utilizing the extensive amount of capital in other ways.