Consumer behaviour accounts for almost two-thirds of global greenhouse gas emissions. Research in the International Journal of Business Excellence argues that reducing absolute consumption, rather than simply making it greener, needs to be a priority in environmental policy.
The researchers considered the concept of minimalist living. This is a lifestyle based on intentionally having fewer possessions and consuming less overall. The research has looked at factors that are most likely to encourage the adoption of a minimalist lifestyle among the millennial generation, those born in the period around 1981 to 1996. The team identified 16 potential enablers and ranked them using interpretive structural modelling (ISM). This method maps relationships between interconnected factors to determine which have the most influence on an outcome.
The analysis shows that a strong sustainability orientation, innovative thinking, and a focus on reducing unnecessary possessions were the most influential drivers of minimalist behaviour. They also found that digitalisation, voluntary simplicity, lifestyle change, greater awareness of stress and anxiety, and changing aesthetic preferences were important factors.
The researchers explain that understanding these various drivers could help policymakers and businesses encourage lower-consumption lifestyles through environmental education and initiatives that make sustainable choices easier to adopt. The authors say their work fills a gap in research on what motivates minimalism, particularly among millennials, as climate and resource concerns prompt renewed interest in lower-consumption lifestyles.
Jain, V.K., Gupta, A. and Verma, H. (2026) ‘Rediscovering life through minimalism: a qualitative perspective of millennials using MCDM approach’, Int. J. Business Excellence, Vol. 39, No. 3, pp.291–313.
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