Millennial minimalism: Living in a less material world Lisa Lock Scientific Editor Robert Egan Senior Editor Consumer behavior accounts for almost two-thirds of global greenhouse gas emissions. Research published in the International Journal of Business Excellence argues that reducing absolute consumption, rather than simply making it greener, needs to be a priority in environmental policy. The researchers considered the concept of minimalist living, a lifestyle based on intentionally having fewer possessions and consuming less overall.

The research looked at factors most likely to encourage the adoption of a minimalist lifestyle among the millennial generation, those born around 1981 to 1996. The team identified 16 potential enablers and ranked them using interpretive structural modeling (ISM). This method maps relationships between interconnected factors to determine which have the most influence on an outcome.

The analysis shows that a strong sustainability orientation, innovative thinking and a focus on reducing unnecessary possessions were the most influential drivers of minimalist behavior. The researchers also found that digitalization, voluntary simplicity, lifestyle change, greater awareness of stress and anxiety, and changing aesthetic preferences were important factors. The researchers explain that understanding these drivers could help policymakers and businesses encourage lower-consumption lifestyles through environmental education and initiatives that make sustainable choices easier to adopt.

The authors say their work fills a gap in research on what motivates minimalism, particularly among millennials, as climate and resource concerns prompt renewed interest in lower-consumption lifestyles. More information Vijay Kumar Jain et al, Rediscovering life through minimalism: a qualitative perspective of millennials using MCDM approach, International Journal of Business Excellence (2026). DOI: 10.1504/ijbex.2026.154912 Provided by Inderscience