Is less actually more? : A qualitative study of how lifestyle minimalism is communicated by generations X and Z

Abstract: In the last few years, the concept of lifestyle minimalism has gotten more and more attention. Since discussions about climate change and sustainability have gotten louder, negative aspects of consumption have surfaced. Minimalism seems to be the answer to the problem of consumption and its unsustainable aspects, so why is there so little communication about it when it seems to be a simple way to improve life and live more sustainably? This study examines how minimalism is communicated and defined by generations X and Z by conducting semi structured qualitative interviews within a framework in the areas of minimalism, sustainability, consumption, and well-being. The outcomes are that there is no difference in the perception of minimalism when it comes to the generations, but there are differences depending on how someone is already involved in topics like sustainability and minimalism. With these findings, a model was developed to visualize the “bubble process”, which explains how people find their way into the bubble of sustainability/minimalism and can extend it.