# Deliberate Reduction Consumers buy less, but more intelligently to reduce consumption. By [Armida Ascano](https://www.trendhunter.com/Armida), Chief Insights Officer | Published Jul 6, 2017 | Category: [Eco](https://www.trendhunter.com/pro/category/environmental-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/deliberate-reduction ## Key Figures - Trend score: 4.4/10 - Evidence articles: 6 ## 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. ## At a Glance - Evidence: 6 featured examples - Articles from: Apr 2, 2015 to Aug 16, 2017 - Published: Jul 6, 2017 - Patterns: [Reduction](https://www.trendhunter.com/pattern/reduction), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Curation](https://www.trendhunter.com/megatrend/curation), [Simplicity](https://www.trendhunter.com/megatrend/simplicity), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia, Africa ## Themes within the Deliberate Reduction trend ### 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. ### 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. ### 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. ## What the Deliberate Reduction trend means for industry ### For 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 for Deliberate Reduction Trend score 4.4 out of 10, from popularity 69%, activity 55%, freshness 8%. - Popularity: 69% - Activity: 55% - Freshness: 8% ## Examples of the Deliberate Reduction trend 6 featured examples from Apr 2, 2015 to Aug 16, 2017. - [Versatile Eco-Friendly Towels](https://www.trendhunter.com/trends/nomadix-towel): The Nomadix Towel is Eco-Conscious in Both Material and Design (Category: Eco) Implication: Disruptive innovation opportunity: Create outdoor gear that is both eco-friendly and offers versatile functionality for various activities. - [Consumption-Reducing eCommerce Platforms](https://www.trendhunter.com/trends/buy-me-once): The 'Buy Me Once' Online Shop Only Sells Items That Last (Category: Business) Implication: 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… - [Clothing Repair Pop-Ups](https://www.trendhunter.com/trends/patagonia-worn-wear): The Patagonia Worn Wear Truck is Travelling Across the US Fixing Gear (Category: Eco) Implication: The fashion retail industry can take advantage of the trend by integrating repair services into their business models, fostering customer loyalty and sustainability. - [Maximally Minimal Fashion Collections](https://www.trendhunter.com/trends/honestrosie): 'Honest-Rosie' Offers 30 Unique Outfits from Six Pieces (Category: Eco) Implication: 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… - [Inspirational Tidying Apps](https://www.trendhunter.com/trends/konmari): 'KonMari' Motivates One to Simplify Their Life the Marie Kondo Way (Category: Tech) Implication: The digital productivity app industry can explore opportunities to develop innovative tidying features and platforms that facilitate organization and decluttering. - [Smart Water-Conserving Taps](https://www.trendhunter.com/trends/brightap): The BrighTap Shows How Much Water is Being Used in Real-Time (Category: Eco) Implication: The BrighTap taps into the smart home technology industry, offering water conservation features for sustainable living solutions. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Eco - [Jewel-Toned Fall Apparel](https://www.trendhunter.com/trends/quince-silk) - [Compostable Coffee Pucks](https://www.trendhunter.com/trends/compostable-coffee-pucks) - [Intelligent Private Grids](https://www.trendhunter.com/trends/ara-core-powers) - [Compact Electric Family MPVs](https://www.trendhunter.com/trends/compact-electric-family-mpvs) All articles: [Eco](https://www.trendhunter.com/eco)