TREND 02
Mindful minimalism
In the past, success was often signified by physical possessions – the expansive library, the prized CD collection, or the impressive car in the driveway. Today, however, we see people turning toward minimalism and sustainable living as a form of reclaiming purpose and fulfilment.
Many are rethinking whether the accumulation of goods truly enhances their quality of life, with a notable 76% of people worldwide now expressing a preference for only buying what they genuinely need. This shift reflects a broader questioning of the notion that 'more is better', which is driven by a heightened awareness of the environmental and social toll of modern consumerism.
This re-evaluation is not only about reducing clutter but also about aligning purchases with personal values. There’s a greater appreciation for experiences, well-being, and responsibility. People are choosing fewer, better-made items that contribute to a sense of intentional living, bringing clarity and depth to their lives while reducing their environmental footprint. It’s a growing desire for simplicity and integrity in what we own.
While about 80% of Boomers prefer purchasing only what they truly need, younger generations like Gen Z are also adopting this selective approach, with 70% indicating they prefer mindful buying. However, for Gen Z, there’s still a heightened sense of excitement in acquiring new items, which can be linked to their life stage of establishing homes, careers and identities. This generation often balances their buying with a consciousness of sustainability and quality, seeking items that contribute meaningfully to their lives and reflect their values.
“I consider the environmental impact when deciding to buy something new. For example, there was a time when I needed a new water bottle. Instead of purchasing a cheap plastic one, I chose a stainless-steel reusable bottle. It was more expensive but more sustainable and durable in the long run.”
Female, Gen Z, US
CASE
Atelier Harlie K - Sustainable fashion
South Korea - Fashion & Luxury
Atelier Harlie K is a South Korean sustainable fashion brand. The brand stands for functional, beautiful, made to last items that can be passed on to future generations. Materials for the products are sourced from donated waste, such as old jeans and food packaging.
“Having too much stuff in your life leads to stress and pressure. I believe the key to happiness is having almost nothing except the essentials and the people you really, truly love. That’s it.”
Male, Gen Y, PH
CASE
Castle Lager - Bread of the nation
South Africa - Food & Beverages
Castle Lager, a South African beer brand, transforms brewing by-products into flour, which is then supplied to community kitchens and baked into bread to help feed those in need. In its first year, this initiative provided 20 million meals to the community. This demonstrates how we can get more out of consumption if we re-examine the processes that we use.
CASE
Ecover - Rewear chair
Belgium - FMCG
Ecover wants to encourage people to not overwash their clothes. Introducing the ‘rewear chair’ they want to promote the idea of rewearing garments instead of automatically washing them after a single use since that can reduce our carbon footprint by 30%.
Brand takeaway
What does this mean for brands?
Designing products and services that prioritise quality, sustainability and lasting value over quick turnover or mass appeal.
By fostering an ethos of 'less but better', brands can create deeper, more authentic connections with their audiences – demonstrating not only respect for consumer well-being but also a commitment to a sustainable future.