Understanding Minimalistic (Non-) Consumption Patterns: Implications for Innovative Responsible Business Practices

Abstract

The rise of minimalism reflects a broader societal shift away from consumerism, as individuals seek fulfilment beyond material possessions. Minimalists prioritize sustainability, simplicity, and intentional living, challenging traditional consumer behaviours. This paper explores the mindsets and behaviours of minimalists and examines their implications for businesses aiming to adopt responsible and ethical practices. Through 20 semi-structured interviews with minimalists in Germany, the research uncovers how minimalists make consumer choices, highlighting their focus on experiences, meaningful relationships, and personal growth over the accumulation of material goods. The findings suggest that innovative businesses have significant opportunities to align with these evolving preferences by offering durable, multifunctional products designed for meaningful use. Furthermore, innovative companies can create experiences that encourage community, authenticity, and personal development, positioning themselves as pioneers of sustainable and responsible practices in a changing consumer landscape.