Abstract
Voluntary simplicity has received growing attention during the last few years. Especially after the COVID-19 pandemic, many consumers are trying to rebuild work–life balance and reconsider their priorities. Voluntary simplicity has become one of the most popular lifestyles as a result of these efforts. Hence, this chapter aims to explore the concept of voluntary simplicity by first identifying its relationship with minimalism. Then, the concept, existing literature, and the relationship between voluntary simplicity and well-being are explained. Finally, future research directions for improving the existing literature are presented.
TopThe Importance Of Voluntary Simplicity For Marketers
The voluntary simplicity lifestyle is crucial for marketers to understand after the pandemic. Marketers have discussed that the widespread acceptance of voluntary simplicity ideas could bring about a significantly altered landscape for researchers (Johnston, 2000). The increasing number of supporters of voluntary simplicity could have a profound impact on current marketing practices (Ensley, 1983). The voluntary simplicity approach is explained by “choosing functional products with simple packaging, responding to promotions that emphasize value and information, shopping at localized small outlets, and being open to purchasing do-it-yourself products to save money” (Shama, 1985, p:4). The behavior of voluntary simplifiers may pose challenges for marketers in terms of the frequency of their purchases and the characteristics they look for in a product or service. The findings of in-depth interviews conducted by Craig-Lees and Hill (2002) indicated that consumers embracing a voluntary simplicity perspective restrain their consumption intentionally both regarding the volume and the products they purchase. In exchange for time to do what they wish, these people reduce their consumption by looking for value for money, buying fewer items, and being mindful of the brands they choose (Johnston and Burton, 2003). Hence, marketers need to embrace the unique characteristics of this group of consumers, acknowledge their lifestyles, and treat them as a separate segment. Accordingly, effective features of the products and services such as durability, functionality, and time-saving features can be emphasized.
Key Terms in this Chapter
Minimalism: A lifestyle people live with fewer material possessions to gain freedom of consumption.
Inconspicuous Minimalism: An approach in which people focus on consuming minimalist brands or products that signal sophistication.
Reduced Consumption: Attempt to spend less due to uncertainties of life.
Anti-Consumption: An approach in which people try to contribute to social welfare through sustainability in response to external pressures.
Voluntary Simplicity: A lifestyle in which people try to maximize their self-enhancement and self-reliance by developing judgment regarding life priorities and limiting their consumption.
Other-Initiated Voluntary Simplicity: A type of voluntary simplicity behavior that is motivated by other people (externally) rather than the self (internally).
Self-Initiated Voluntary Simplicity: A type of voluntary simplicity behavior that is motivated by the inner self (internally) rather than other people (externally).