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05.13.2009

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Simplicity Trend: Not as Simple as it Seems

The reality of an economic meltdown is hitting American consumers hard: unemployment rates are soaring, housing prices are plummeting and consumer spending is at a four-year low. It’s no surprise that consumer confidence is at an all-time low too. Scrambling to find ways to cope with the challenges of everyday life, many consumers are shifting their focus and energy towards a trend that sounds like a simple solution, but often isn’t.

That trend is simplicity. Consumers have been talking about simplifying different arenas of their lives for several years now. For many, the result of simplified living — “voluntary simplicity” as we often hear it referred to — is a better life overall because consumers view themselves as producing less waste, eating simpler (i.e., better) foods and having more time for themselves and their families.

So, how does simplicity really play out? In food circles we find a trend toward "simple" preparations made from one or two local ingredients. In fashion, we find an authentic, well-designed cashmere sweater serves as a "simple" stylish statement. In electronics, the iPod's understated elegance (i.e., simplicity) is a testament to good design practice. In packaging and in sustainability consumers tell us less really is more.

The Best Packaging is No Packaging

Related to simplicity, when asked in the context of sustainability what the most sustainable packaging is, many consumers will say “none,” yet, since packaging is still a necessity of modern goods, from a design standpoint simplistic, clean packaging that doesn’t shout at the consumer stands out among the sea of “product noise”. Retail experiences (or “solutions”) that are too complicated will often create frustration and stress rather than calm and satisfaction among shoppers. Overly scientific formulations, long ingredient lists, busy packaging, crowded aisles, obtrusive shelf danglers, and incongruent merchandizing (e.g., hair bands next to produce) all serve to perplex the consumer. Simplicity also typically cues quality, and consumers will pay more for high-quality wellness products that intuitively work with their holistic wellness perspective.

With regard to their thinking on “products” in general, consumers increasingly prefer their goods to be “real”; to appear "unpretentious, unadorned, or natural," - in a word, authentic. As a general rule of thumb, the less decorated or embellished an object is, the more real or authentic it seems - hence the overall consumer mindset and push toward simplicity. At emotional levels, authenticity is about more than just a product, and a sense of simplicity can comfort and enhance well-being for many. As one consumer told us:

"Authenticity means something is genuine; it's real, not just for show... Something that is more heartfelt, something with human spirit in it... authenticity is fairly hard to find."

Less Really is More

For many consumers, sustainability often reflects an orientation to simplicity. The mantra ”less is more” not only describes the personal and social benefits derived from a more simple way of life, but also reverberates to economic and environmental areas of sustainability, such as reducing purchases and consequently consumption and packaging waste.

Reflecting the overall trend toward simplicity and in an attempt to make their dollars go further, consumers are making a course adjustment to their daily routines. Figure 1 depicts some of the tactics consumers utilize to downsize the financial squeeze they are feeling. As you can see, many of the tactics consumers employ to economize parallel their desire to simplify.

Consumer talk a lot about making cutbacks due to the economy, and in many ways the economizing behaviors that consumers associate with sustainability — going to thrift stores, repurposing goods, and opting out of certain purchases — are on the rise because they coincide with personal economic interests. The choice to generate less waste through less consumption not only has implications for the greater good, but is also economically empowering.

Moving away from consumer goods, one might wonder if people are going to be pursuing "simpler lives." Our short answer is "yes," but ironically the pursuit of simplicity is actually a complex social practice requiring not insignificant effort. Many people actually enroll in classes that purport to teach them how to live more simply. Others spend much time consulting magazines such as Real Simple as they work towards a "quieter way of life." Consumers tell us they are limiting their commitments to the things that really matter or the things they truly enjoy rather than spreading themselves too thin socially.

Bottom line, we'll continue to see an evolving trend toward simplicity that will (ironically) require much dedication, effort and practice.

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