If you pay much attention to the world of retail sales, you will notice a trend: worry.
You will certainly find short-term worry about not enough people buying enough stuff—but that worry has always existed. In a society that bases its measures of success in terms of home prices, market values, and GDP, there will always be a need to prompt citizens to buy more and more.
But beyond the short-term unease, there is a long-term anxiety clouding the retail market. This long-term worry is far more significant and can be summarized in one sentence: Millennials don’t want to buy stuff.
Business publications have been covering the story for years: Fast Company, Fortune, TIME, The Atlantic, Bloomberg, The Wall Street Journal, even Goldman Sachs.
Recently, in a radio interview for a station in Montreal, I was asked if I thought the desire to downsize was age-related. In the mind of the interviewer, it seemed to make sense that the older one got, the more they recognized the emptiness of material possessions and the need to minimize.
I assured the interviewer this was not always the case. In fact, from everything I can tell, the desire to minimize and declutter stretches across each of the generations. It is growing among the Silent Generation, the Baby Boomer Generation, Generation X, and the Millennials. In my new book, The More of Less: Finding the Life You Want Under Everything You Own, I highlight each of the unique forces drawing people of every age to minimalism.
But for the sake of this post, let’s consider some of the reasons Millennials are refusing to partake in the retail game as the rules are currently constructed and why retail giants are worried about it:
Technology and Mobility: The Millennials are the first generation born after the technological revolution. The world feels smaller to them than previous generations and they are intimately connected to one other—regardless of geography. Coffee shops have become the new office, collaboration has become the new competition, and mobility has become the new stability. And, as many Millennials will tell you, it is difficult to live a minimalist lifestyle with a house full of stuff.
The Sharing Economy: Technology has ushered in a new connectedness with one another. Additionally, it has provided a platform on which access can take precedence of ownership. With the touch of a thumb, we can now borrow someone else’s home, bike, car, book, music, unused stuff, or countless other possessions. Ownership has never been less necessary.
Environmental Concerns: The Millennial generation is the most environmentally conscious of all age groups and this influences their buying habits significantly.
Living Preferences: The Wall Street Journal once reported 88% of Millennials desire to live in an urban setting and that one-third of the generation is willing to pay more because of it. Over the past several decades, retailers have banked on the growth of suburbia—bigger and bigger homes, further away from town-centers, fostering isolation, individualism, and personal ownership. As younger generations migrate toward smaller dwellings in walkable communities with shared amenities, consumer consumption will continue to slow.
Experiences > Possessions: As I have argued in the past, minimalism is not the end of spending. Even when minimalist principles are adopted on a large scale, the transfer of money will still take place—money will just be spent on different things than physical possessions (you can read more here: A New Minimalist Economy). The Millennial generation is proving this to be true, spending less on possessions, but more on wellness, food, drink, and experiences.
Debt/Unemployment: Certainly, significant economic trends have brought with it new shopping habits. The Millennial Generation has graduated college and entered the workforce in the middle of the Great Recession. In fact, most economic studies would indicate this generation is entering one of the worst working environments in modern history burdened with more student loans than ever.
Corporate Mistrust: Economic forces (housing bubble, student debt, shrinking of the middle class) and generational preferences (the environment, social justice) have resulted in a generation distrusting of large corporations and “the 1%” who run them. According to one study, 75% said that it’s important that a company gives back to society instead of just making a profit. While it would be interesting to know how previous generations would have answered the same question, one thing is for certain: the Millennial Generation is acting on this belief and choosing smaller, local retailers for their purchasing needs because of it.
There is one more factor that I think is quite significant. There is growing evidence that the Millennial Generation is “delaying adulthood.” At least, they are delaying adulthood as defined by economists (getting married, buying homes and cars, having children). Researchers point out that marriage is important to Millennials, they just want to do it later—the same with parenthood.
It remains to be seen whether the economic conditions of their upbringing have shaped Millennials to be minimal by nature or whether future economic growth and rites of passage will cause them to slip into the same excess of ownership that previous generations have fallen into.
But I am hopeful for the Millennial Generation. At the very least, they have examples to learn from. For example, both their parents and their grandparents continue to live beyond their means in crippling debt.
Millennials appear to be a generation hard-wired for minimalism.
I hope the trend continues.
Kathy Skidmore says
I take issue with classifying baby boomers as such consumers. Some of us leaned a bit hippie back in the day. We were second hand, frugal, hand made and low key. I admit to having clutter when kids were small, but a lot was gifts. We have purged regularly, and now are Really clearing, for retirement downsizing. It is hard but not so as to cause problems.
Merf56 says
Kathy: I agree. We are at the tail end of boomer and beginning of Gen X. We have never been big into consuming. Probably because we like to travel to out of the way places and you can’t bring fashion or stuff in a small backpack!! Plus travel costs$! We do have a large airy home that some of my pack rat relatives call ’empty’!! It’s not – it just has a few well chosen pieces from our travels, good lighting and some comfy upholstered furniture. We had toys when when the kids were small but they were moved along when outgrown. We love reading but we have almost always had a wonderful local library system and so have never acquired massive amounts of books. We just have a small library of our favorites and a few, mostly garden, reference books. I know a lot of people plenty older that us( which would be boomers and silents) who have the same ideas and whose houses are similarly spare. Not that we don’t know a lot of people of all ages with overstuffed homes. In fact a relative in her late 20’s has an IKEA/Pier One fetish and her small rancher is stuffed to the gills( literally) with all the junk found there and she wonders why she has no money to move to an area with better schools for when she finally has children.
Demonizing an earlier generation is as old as recorded history( see Plato) but it’s not particularly useful…
Mary E says
Great essay, full of thought-provoking ideas . . . thank you!
Christi says
Both of my kids are millennials, and I can say this is very true for them. My daughter loves to travel and is able to fit a months worth of outfits in one carry-on. My son used to buy things constantly, but now he’s finally decided he’d rather have dinner with friends or go to the theater instead, so his spending for ‘stuff’ has dropped dramatically.
Tui bird says
I’m a millennial. I live in a flat (renting) with two other girls and they have become interested in my minimalism journey. My bedroom is uncluttered and calming when I get home from work- they spend 10-15 minutes tidying before they fall into bed. If I want to go away for a weekend, I know where my things are, I know my ‘go to’ outfits- they literally take days packing a massive suitcase. When I moved in I needed one trip with one trailer. My two friends were going back and forth until midnight, getting their things into our flat.
They are now asking me about minimalism. Maybe because I don’t stop going on about it. We have started with slowly pairing down their wardrobes. THERE WERE TEARS. And some passionate debating on the most random things. But I think the reason they are engaged and want to learn more, is because they know my quality of life has improved. They can see I’m happier, calmer and saving money! They just don’t think I’m fun to take to malls anymore. But I can live with that.
Karen T. says
Congratulations, Tui bird! You are a great example and help to your friends.
Dory says
I wish my parents would have been minimalists. They have so much clutter, debt, stress, and no money saved for retirement. I wish they would have saved money for their old age, instead of wasting it on a bunch of items that became clutter in their home, garage, and backyard patio. I feel like this generation is getting better on not buying stuff we don’t need. My parents in their young age 30’s and 40’s used to make so much money annually. Where did it all go? Now us, their children, have to pay for their mistakes. I just needed to vent.
Patricia says
We have exact same sentiments Dory. My parents 6-bedroom house is full of furniture and stuff. Now in their late 60’s and 70, they can no longer clean it! This really made me want to be a minimalist at 36.
Merf56 says
You have to “pay for their mistakes”? How? Are you supporting them? Or do you just mean they could have given you more money instead of spending it on themselves? People have a right to use their money the way it makes them happy whether their kids like it or not. My children will not be dictating how we spend our money either…
I had great parents and they did have a house full of stuff ( not junk but nice things clean and well arranged and stored that as a pretty spare minimalist decorator I had little interest in beyond a few special things. But my parents were a joy and I miss them since they are both gone now too young .. I had to call in a cleaning service, auctioneers and a dumpster and deal with a house for sale but so what? They did for me and my sibling and we can do for them. We never asked them for money, feeling that raising us was enough. When they each got sick ( cancer) we had to help with many tasks. Again… So what? They changed my diapers … You sound like you are spoiled and resentful. I suggest trying to gain maturity and insight. And thank your parents while they are still around…..
AGS says
This is interesting to read. I see consumption of electronics, gadgets, music, games, and other on-line items to be very high. Perhaps this isn’t a dining set, but it is still money spent. And it’s still consumption. Just because what you spend time and money on isn’t material, does not de facto make you a minimalist. It just means a different consumption style which will likely change as the economy recovers.
Teresa says
I agree with AGS.
Planned obsolescence and the race to get the latest smartphone or electronic device still lead to overconsumption with bad effects on the environment, too. I’m 34 and embrace technology but hate having to change my mobile phone every 3 years because of software upgrades which make my “old” phone useless. I try to be a better consumer by buying quality items which don’t cost me too much and taking care of them so that they last longer but most of the goods – from technology to clothes – simply aren’t made to last and I like to think of minimalism as trying to have a lighter impact as consumers.
Soumya Radhakrishnan says
AGS, you do have a point here. The consumption style has changed but, it’s still consumption. And, the more we consume, the more it weighs us down.
Karen T. says
AGS, I think you’re exactly right. Consumption is still consumption, and we all seem to be tempted by it! Maybe it’s not a new car or a bigger house, but owning the latest gadgets and tons of ebooks and music still means a lot of shopping is going on. It’s more portable, but is it more sustainable? (Those gadgets use a lot of resources and create lots of waste.)
Amy@MoreTimeThanMoney says
I agree, it’s consumption of a different kind. I think another different is that millenials don’t hold onto stuff. With so much planned obsolescence it is pointless to hold onto stuff. Also scarcity is not an issue these days, everything is always available all the time, if you need something it’s usually just a click away. I think milkenials with probably consume as much over their lifetime, it’s just that it won’t all still be in their garage, attic and basement when they die!
Soumya Radhakrishnan says
Being a millennial myself, I can say that the fear of unemployment/debt is probably a big driving factor for this change. Also, with the internet and improved connectivity, millennials have a lot of exposure to different schools of thought. The previous generation didn’t have that luxury, and hence, their worldview was different and limited.
In fact, I can say that I am much more philosophical about life than my parents. And, that’s because I have read way more different kinds of books and visited way more countries/experienced cultures than them in such a short span of life. It doesn’t necessarily mean that people in my parents’ generation were more materialistic. I would say they didn’t have access to better ideas about life.
Carolyn says
I think that your theory is correct Soumya.I will be 55 this summer, and my cohort mostly graduated high school, got married, had a few kids, bought a big house and tried our best to keep up with those damn Joneses.I am now realizing what a tremendous waste of time, life and resources it all was.I applaud the groups of humans who are now realizing that living smaller, is living larger.My husband and I just downsized to a 16 x 24 foot cabin in the woods.We have two chairs, a bed and a table.I got rid of all of my knick knacks and extraneous stuff, because I do not want my adult son to have to throw all of my crap away when I die.I want him to walk into this cabin, drop his suitcase, and enjoy the legacy that I left him…
Hannah says
Wow. So compelling and well written…!
Amy says
Love that Carolyn!
Angela says
Awesome!
Karen T. says
Wow, Carolyn. I’m 55 as well and followed much the same path as you in my earlier life. My husband and I are still working and want to be able to ride our bikes to work, so we aren’t living in a cabin in the woods. But we’ve downsized to a 1 bedroom apartment and are enjoying the cozy space, maintenance-free, and far far cheaper lifestyle. Got rid of lots of stuff (I still have some art and a few ornaments, but not many) and are perfectly content! Congratulations on your new minimalist life!
Ana Maria Dudley says
Beautiful!!! Congratulations! I am 59 and 2 years ago we downsized from the big house to a little house, small yard. My husband was able to retired and I will do so at 62. Downsizing allowed us to make it possible. Our kids are so happy for us. I am still donating things and will continue to do so until I have as little as possible. I want time, I want experiences! To be able to have time with my kids, my husband and my friends. Above all, peace of mind from all the trappings of stuff.
Debbie says
Well said and shows your love for you child. You are an inspiration to someone trying to “lighten the load” amonst others in the household not so on-board with the idea!
Maureen says
I’m in the process of doing the same thing. I just bought a great little house in Niagara Falls, NY. I’m a bike ride away from one of the greatest wonders of the world. I regret all the time and money wasted buying stuff but that’s all behind me now. I’m 62 and looking forward to living my life clutterfree and with just the things I use, wear or love. If it doesn’t fit into one of these categories, it won’t be coming to my new house. Simple as that.
Jeffrey says
I agree with this comment. As a millennial man myself, I notice a big disparity in education between my parents and myself and I agree that it is an generational and technological issue. I also think boomers were influenced by their parents, who were around for the Great Depression, to keep hold of things because you never know. At least, I know that has influenced my mother. Minimalism to me is a conscious decision that reoccurs daily. I think if you don’t make that decision each day, regardless of generation, you will end up with more stuff. One of the biggest motivators for buying less stuff is the realization that all of your possessions can weigh you down, it’s very subtle, but once you get rid of clutter, it cleans the mind as well. Apologies for the ramble, just woke up;)
Hayley // The French Experiment says
Soumya, I agree with you too – I’d never considered the access perspective, however it makes a lot of sense.
As another Millennial hanging ’round here, I can relate to many of these points Joshua. The one aspect I find I probably differ is that I’d actually love to move away from an urban area long-term, and live somewhere small and sustainable where there’s lots of greenery!
Judy says
*trend*
Paul Williams says
I wish I had discovered minimalism years ago, I’m now 47 and my outlook on life could have been different far sooner. When my grandmother died a few years ago leaving a house full of ornaments, unworn clothes and furniture for me to clear and dispose of I felt so sad that she had saught the kind of comforts that spending money on stuff had brought her. My grandmother would regularly complain about the old lady who lived opposite who’s house was a mess but who was always galaventing on holiday. In the end the old lady opposite had the right idea I think, and if I had had the minimalist mindset back then perhaps I could have influenced my grandmother’s few remaining years for the better!
John says
I am in the same boat. 46 and even though I have known about minimalism for a couple of years now, I am just getting comfortable with the idea and starting to clear stuff out. Sure wish I could back up about 20 years and redo it with my new mindset. I have a real challenge ahead of me, too… my house is crammed full of stuff from not just myself, but the wife and kids, too. And I am the only one who has bought into this concept. I can see hurdles coming my way.
Bruce says
You are not alone. I’m in the exact same boat. I have a feeling we are not alone.
Jackie says
You are not alone at all. I’ve always thought I was born in the wrong generation and even put off adulthood until my 30s and now after 20 years of marriage, one awesome 18 yr old daughter I am ready to downsize and live a laptop lifestyle. I did the college thing even though it didn’t feel right. My RN career has been good but I need more and there is no need to just settle. I now want to encourage others to never settle for less than they what they want and deserve.
Gale says
My wife and I are 65, and bought our first house almost 40 years ago. We are on our 4th house, moving every 9-10 years. Each time we moved we threw out a ton of stuff. We have lived her 11 years now. We are starting to clean out our house as if ready to move (but no plans to) We have only done 2 closets and I’m amazed how much stuff we already got rid of. My plan is to be more mobile, ready to move with little hassle, or junk.
Pam says
I’m 60 and since getting rid of stuff over the past few years, I was sickened to see just how much there was! I now love the feeling of so much less and take comfort in knowing my children won’t have much to dispose of. Better late than never????
Martha Sue Binner says
I have fantisized for years of owning a good, reliable car, a smart phone, a down comforter and a few clothes and my retirement income to see Gods beautiful world a few miles at a time. My home and the things in it hold me hostage. I dont know what to do with it. Im 78 and still have this dream.
Maureen says
Martha, ask for help. It’s never too late. Hire some neighborhood kids or ask your church. You’d be surprised who would be willing to help you. Ask someone to help you sell some of it on Craig’s list. Before you know it, you will be able to afford the things you really want.
Katy says
These are a lot of the same reasons why Millennials are supporting Bernie Sanders in such huge numbers — the generation that values sharing and the greater good, mistrusts the 1% and corporate greed, and is riddled with college debt. It’s interesting to me to see the parallels!