I currently have 18 browser tabs open. This is not a very flattering picture, but seven of them are pages of online lingerie and swimwear stores. advertising of which were thrown before me in social media. I admit it as June is just around the corner, you need steel will and tremendous determination to face the fire brandswho will not be silent unless you buy yourself a dowry in beachwear. But it seems that their furious attack is not accidental. Consumer resistance has begun.

More and more research shows a new trend that requires consumers to move on to more mature, more meaningful purchases, to look for meaning in the things they choose, to ask how other Marie Kondos will make them happy before going through the checkout. It seems that more and more Greek citizens no longer believe that the display of wealth and excessive consumption is a sign of status, otherwise it shows a lack of taste, style, character. The opinion begins to prevail that the less we accumulate, the happier we will be and the more just society will be in the long run.

The above is also demonstrated last Solid Havas study about the tendencies of society to change the model of consumer behavior. The study was conducted in 30 countries, including Greece, among the main consumers, as well as the so-called “prosumers” – a term that describes dynamic consumers, those who are the first to adopt a technology or a new product. According to the results, while nearly half of Greek Generation Z (48%) – versus 10% of Baby Boomers – struggle to resist the temptations of the consumer economy, the desire to channel our purchasing power in one direction has faded less. harmful to people and the planet. Eight out of 10 consumers and the mainstream consumers in Greece they say that contentment with simple things makes them happy. For the majority of prosumers (70%), one of the reasons they are attracted to this modest life is less work and more time with family.

The opinion begins to prevail that the less we accumulate, the happier we will be and the more just society will be in the long run.

Can austerity, minimalism become the new fashion? However, already now, 77% of Greek prosumers and 69% of general consumers say they admire people who have switched to a more modest lifestyle. After the extravagance, wealth and privilege that have been on display for the past two decades, overconsumption is finally losing its luster. Characteristically, also in Greece, content creators with minimalistic content, such as, for example, Claire Dimopoulou and Aphrodite Jima on YouTube, they are widely recognized. Ms. Jima, who runs The Minimalist Mom, decided to get into minimalism and its philosophy shortly before quarantine. “I did this because in recent years I became extremely demanding on consumption and wanted to radically change my attitude towards the material world and how it affects my psyche.” he says “K”. She noticed that her financial situation improved, but to some extent, “until I realized that buying better quality things that will probably last you longer has its costs.” What has definitely improved over time is her psychology, “because I didn’t have such a heavy addiction to consumption of any kind.” However, changing lifestyles comes with challenges. “Even today I struggle with clothes and shoes because that is my great love. This is quite difficult as the prevailing lifestyle and the influence we get from social media is extremely absorbing! Fashion trends are constantly updated, and with them our need for everything new and shiny. It takes a lot of effort and discipline to stick to a leaner lifestyle.”

sustainable products

For citizens, however, austerity does not mean degradation. About 3 out of 4 prosumers and mainstream consumers reject the idea that the economy needs to contract to address our concerns. Instead, they aim for a dynamic economy based on innovation, sustainable products and services, rather than a return to the pre-industrial era. Lean for consumers means buying better, cutting costs, reducing waste, and becoming more self-sufficient. “Buy it, use it, throw it away, repeat it” is the whistle.

Numbers

8 out of 10 consumers in Greece say that being satisfied with simple things makes them happy.

70% Prosumers say that working less and spending more time with their families is one of the reasons why they are attracted to a modest lifestyle.

2 of 3 Greek consumers consider reducing greenhouse gas emissions the biggest challenge of our time.

48% Generation Z Greeks struggled to resist the temptations of the consumer economy.

69% consumers claim to admire people who have moved to a more modest lifestyle.