Category
Lifestyle
Assisted Choices
Trend cluster
Category
Deliberate
Reduction
Consumers buy less, but more intelligently to reduce consumption.
4.4
Trend score
Trend
What is the Deliberate Reduction trend?
Deliberate Reduction: Tying into the desire to consume consciously, consumers are beginning to buy less, but better. Consumption is more about quality than quantity by way of apps and services that curate only the best and most necessary offerings. This small tweak to consumption is an incremental, easy-to-implement way for consumers to make a global difference.
Trend themes
Themes within the Deliberate Reduction trend
Three behaviours holding the trend together01
Conscious Consumption
Consumers are shifting towards quality over quantity, leading to opportunities for brands who offer sustainably made, long-lasting products that also educate their customers about the impact of their choices.
02
Versatile Minimalism
Products that serve multiple purposes or have modular designs, such as the Nomadix towel and the Honest-Rosie fashion collection, provide eco-conscious consumers with sustainable alternatives to single-use items and fast fashion.
03
Consumer Education
Apps and services that educate and motivate consumers to make more mindful purchasing decisions, such as the KonMari app and the BrighTap, offer brands the opportunity to differentiate themselves from competitors by providing additional value beyond just a product.
Industry implications
What the Deliberate Reduction trend means for industry
Where the trend changes the playbookFor
Sustainable Fashion
Brands can capitalize on the trend towards quality and minimalism by offering sustainably made products with modular designs or repair services to extend the lifespan of clothing.
For
Eco-Friendly Home Goods
Brands can differentiate themselves by offering products that serve multiple purposes or have modular designs, and by educating consumers on the environmental impact of their choices.
For
Smart Home Technology
Smart home devices that educate and motivate consumers to make more sustainable choices, such as the BrighTap water meter, provide opportunities for brands to add value and differentiate from competitors.
Workshop question
What is a small, easily implemented way your product or brand could help consumers make global change?
Trend signals
Trend signals for Deliberate Reduction
Trend score 4.4 out of 10, from popularity 69%, activity 55%, freshness 8%.
Popularity69%
Activity55%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
South America
Africa
Evidence
Examples of the Deliberate Reduction trend
6 featured examples from Apr 2, 2015 to Aug 16, 2017CategoryEco
Versatile Eco-Friendly Towels
The Nomadix Towel is Eco-Conscious in Both Material and Design
Disruptive innovation opportunity: Create outdoor gear that is both eco-friendly and offers versatile functionality for various activities.
CategoryBusiness
Consumption-Reducing eCommerce Platforms
The 'Buy Me Once' Online Shop Only Sells Items That Last
Opportunities for fashion brands and retailers that seek to combat fast fashion by producing high-quality, long-lasting clothing items with sustainable and ethical production meth…
CategoryEco
Clothing Repair Pop-Ups
The Patagonia Worn Wear Truck is Travelling Across the US Fixing Gear
The fashion retail industry can take advantage of the trend by integrating repair services into their business models, fostering customer loyalty and sustainability.
CategoryEco
Maximally Minimal Fashion Collections
'Honest-Rosie' Offers 30 Unique Outfits from Six Pieces
Creating minimal and multipurpose fashion collections can be a disruptive innovation opportunity for brands looking to minimize waste and simplify choices for consumers, as it rep…
CategoryTech
Inspirational Tidying Apps
'KonMari' Motivates One to Simplify Their Life the Marie Kondo Way
The digital productivity app industry can explore opportunities to develop innovative tidying features and platforms that facilitate organization and decluttering.
CategoryEco
Smart Water-Conserving Taps
The BrighTap Shows How Much Water is Being Used in Real-Time
The BrighTap taps into the smart home technology industry, offering water conservation features for sustainable living solutions.
