PROSUMER REPORT REPORT FINDINGS Our world is in crisis – Frugality as the new cool and we know it Trends will always drive behaviour. People strive to have the new The joy of frugality and cool thing – but what if that thing isn’tsomething you’re buying? What if it is a new attitude you’re adopting? 82%of Prosumers Many people, across the world, are turning toward a lifestyle of more say that they admire people who have made the transition conscious consumption. There is a movement toward consuming to a more frugal lifestyle. With influencers and change-makers less, focusing on minimalism, andembracing the sharing economy taking up the fight against climate change, we could see a shift . Through our research, we found that 79% of Prosumers – and into an eco-cool era. even 67% of mainstream consumers – believe that they could behappy in a more frugal world. It is even framed as an aspiration. How can brands Sacrifice of one vs. the collective drive frugality? movement There is an issue, however, in the thought that one must give Only8% of Prosumers believe that brands are doing the most that something up in order to live this life of frugality. Coming out the they can to combat climate change; but84% believe that large other side of the COVID-19 lockdown, many people are excited companies are better able to make the necessary changes. So, what to live their lives to the fullest again. But if reducing our travel andcan brands do to drive this movement? consumption are ways in which we help the environment, does that mean we’re still stuck? 1. EDUCATE THE PUBLIC The shared thought is that everyone is responsible for causing climate change, with 67% of Prosumers noting that in our survey. But it is also clear that we, as a global community, believe Just under7 in 10 Prosumers consider education key to the that everyonemust play a part of a more frugal world: 91% fight against climate change. Knowing the impact we have, both of Prosumers said that it is necessary that everyone gets involved positive and negative, is crucial for making informed decisions. and shows solidarity. 2. MAKE SIMPLICITY DESIRABLE How can frugality become a joyful and desirable A push for this way of living can be bolstered by brand narratives experience? championing simplicity and essentiality, while elevating those who have elected to live more frugally. 74% of Prosumers and mainstream consumers alike agree that what makes them most A more frugal approach to consumption is in the interest of society happy is being satisfied with simple things. and the planet. But how feasible is that? And just how far are people prepared to go? Through our report we’ve identified that frugality 3. CREATE CONNECTIONS TO NATURE is about: 1. BUYING BETTER 63% of Prosumers desire a more frugal life because it means living a life closer to nature. The rise of trends like cottage core 2. REDUCING WASTE amongst the younger generations are signalling a push toward a more “natural life.” 3. CUTTING BACK 4. BECOMING MORE 4. CONNECT PEOPLE SELF-SUFFICIENT Consuming more mindfully also means rejecting the rat race We’ve discovered what people are happy to do, what they would of the past half century. For most Prosumers, the ability to work less never do, and even where they believe governments should step in. and spend more time with family is part of the appeal of frugal living. THE IDENTITY ISSUE 39