Not surprisingly, consumers are taking a “safe haven” route in the current downturn, making the move from stocks and mutual funds to checking accounts, savings accounts, CDs and money markets. One in five Americans has made the move, indicating a less concern over return and more of an interest in safety, according to a recent study from Target Research Group.

“Financial decision makers in some 90 million homes have transferred assets to safe havens. Considering the average amount transferred per household, we estimate some 7 1/2 trillion dollars has created a pent-up demand for new investment and credit products. Despite the ‘Gloom and Doom’ one hears every day, companies that can meet consumers’ demands with low risk products should be able to take advantage of this opportunity,” says Greg Spagna, who is spearheading the initiative, in a prepared statement.