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.
Robert Dailey says
I’m at the older end of the Millennial Generation. I wouldn’t call myself a minimalist, but I do try to do with less and decluter my life as much as possible. For my wife and I, we try to save our money and buy one high quality item instead of two or three low end items.
We bought the car we wanted, equipped the way we wanted so we don’t feel the need to replace it every two years. We are very focused on selling or disposing of items we no longer use instead of putting them in storage.
I run my own carpentry business which requires me to be mobile and efficient. The business term for minimalism is “lean.” I focus on having only the tools I need, organized and ready to go. I get the highest quality tools I can afford so I don’t have the need for duplicates. I don’t stock materials or many consumables; I leave those at the lumber yard for when I need them. And I purge old and worn out items after every job.
My version of minimalism (or rather doing with less) is about purchasing and living purposefully.
Danielle says
I am a millennial, and have been on a minimalist journey despite having children… I definitely don’t feel like most of my peers are on the same path, although it is a growing trend.
http://www.daniellesimaginings.ca/2015/08/developing-minimalism.html
the more we explore says
What a fantastic and well-written article. Thank you! We are barely millenials, and we agree with all of these concepts. Just last year we sold our house and 90% of our possessions to pursue a life living in our Airstream full-time, so we can experience more and purchase less. Fantastic article.
Samdra says
I’m a 60 year old minimalist, and raised my children to be that way. I’m reminded of Wordsworth’s poem: The world is too much with us; late and soon, Getting and spending, we lay waste our powers.” It’s always been a favorite of mine.
What does minimalism look like to a Baby Boomer? Well, I remember living in a clutter free home, very basically furnished in the Danish Modern style of the late 50’s, early 60’s. Our time was spent gardening, cooking, traveling, camping, hiking, biking, sewing, and doing all sorts of crafts. Housework was simple because of the lack of clutter. I think there were 2 glasses per person, as well as 1 place setting, 2 sets of towels, 1 set of bedding, and just a few pots and pans. There were maybe 2 pair of shoes and 6 sets of clothing for each of us. Dad and Mom may have had a bit more to handle their jobs.
Now all the clothes and shoes I own fit in one carry-on bag, and I know this for a fact because I took them all on a month long journey that encompassed Amtrak trains and a cruise ship to Alaska. I even had room for a few meaningful souvenirs to bring back to a few close friends. If I had to move tomorrow, I’d just unhook my travel trailer and go. >^;^<
Queenie says
When my husband and I met (in our thirties) we owned nothing that couldn’t fit in one car. We had traveled extensively in our work and did not have roots in any one place. It was when our children arrived that we found ourselves accumulating stuff. I mistakenly thought that when they went off to college, much of their stuff would go with them. Wrong. They acquired different stuff. When they graduated from college, I again assumed their things would go with them. Wrong again. So many of our friends have also now found themselves trying to divest themselves of all the stuff their children left behind: books, clothes, games, musical instruments, sports equipment, trophies, artwork, dorm appliances and furniture, ect. Our children are horrified that we would give away or sell their things, but they themselves “don’t have the space right now.” My husband and I have put our kids on notice that, by year’s end, we will be relocating & all their stuff will not be going with us.
So, to all the millennials who have embraced a more minimalist lifestyle…one question: how much stuff did you leave behind for someone else to deal with?
Meyli says
To answer that last question, a few stages of my life are involved.
– While I was in college and living on campus: We purged a bit, and I brought everything I’d need for my dorm-room. Bedding, most clothes, books, school essentials, bath things. My parents didn’t assume (or want) I’d take everything, as I would still be living at home on breaks (which, when you break it down, ends up being about a third of every year)
In my house there were 3 siblings sharing 2 rooms, and I was the oldest. So when I started college, one of my siblings took over my room. I still had a bed and some belongings there, but it was primarily her room.
– Once I’d graduated college: I graduated and moved back home for about a year (while I worked locally and started paying back student loans). My own personal decisions led me to get rid of a lot of my own things. As we all knew my living at home was a temporary commitment, my parents were fine with me storing whatever household things I acquired in that bedroom (stuff that would be useful once I moved out, but not while I lived there. Like small kitchen appliances, my own bedframe)
– Once I moved out for good: I took it all with me. Whatever I didn’t want or need, I donated. My parents even gave me a few small pieces of furniture (bookcase, desk/chair). Of course, being parents, they’ve kept some keepsakes from my childhood, but I view those as *theirs* not mine.
Those bedrooms still exist…they just don’t contain anything that’s *mine*.
Travis says
180 gallons worth of stuff.
I saddled my mom with some of my childhood possessions when I moved out. She packed up the stuff (thanks, Mom!) and gave everything back to me once I graduated college (dang you, Mom!).
Now I have nine 20-gallon plastic totes with random stuff. I bet half of them are filled with football/baseball cards and other sports memorabilia. I don’t even like watching sports anymore, yet it’s still hard to get rid of this stuff. I’m planning to sell my house this year and become a nomad for a while, so it will finally be time to sell/donate/trash everything in these totes (and nearly everything else I own).
Rosanna says
Hmm…Interesting thought. I live in a small town that’s in a small province. I think we are generally behind the trend. From what I can see, here younger people, (though I consider myself young at 34) still seem to look to buy things for the status. It is expected that everyone will buy a house and a nice car. They are status symbols. I have owned a house along with my husband since 20 years old. Right now, we are in the big push to pay it off completely. The goal is 2.5 years, but I think it’ll be sooner. Honestly, I kind of wish we didn’t own it, however, we do have a family and it makes those things a little harder. When it is completely paid off, though, it will be a very exciting day. I wish I could encourage those younger people than myself to take the time to travel, to do the things they want to, and not buy a house. It’s really not worth it.
Oliver says
Have you seen the purchasing power of my generational cohort? Reason why most go for minimalism is because it’s what we can afford. http://fusion.net/story/41833/wealth-gap-calculator-are-you-in-the-millennial-one-percent/
Paola Adame says
Finally someone that writes about something that is really happening, congratulations, great article! I was wondering what are we going to do in 5 years that “everybody” has an online store? beacuse they keep on telling us to sell, sell and sell… Let’s focus on ourselves and the people around us.
Jeff Mc Clung says
Thank you for writing this post, Joshua.
I think the one of the reasons the millennials are gravitating towards minimalism is that they have seen what consumerism has done to their parents and grandparents. They’ve seen how being saddled with so much debt and clutter has burdened their lives. They want something better.
I believe minimalism provides everyone with a vehicle to live better by consuming and owning less.
Meyli says
I’m a millennial (I am 25). I’d say the two biggest factors in me pursuing minimalism are staggering student loan debt, and seeing my parents (and others of their generation that are friends/family) age and deal with their material stuff and debt.
Nothing quite like seeing your in-laws house literally overtaken with stuff…and knowing that someday, you will be responsible for cleaning it out. Its awful to think about, but I’m terrified of when they pass away because clearing through the filth will take months. (Let me set the stage for you: the garage that used to be a barn. Two stories; the bottom filled with tools, trash, boxes of decorations, who knows what else, you can’t park any cars in there. The top story is stuffed wall-to-wall with old furniture mostly. Furniture that, because this is an old barn that hasn’t been kept up and is often leaking, is molding. Out of all of this, the only things I could see salvaging are maybe a handful of non-electric tools, because everything else is trash, or is unusable because of exposure to the elements)
I could probably write a book about the anxiety and guilt I have over all of this, and I don’t think my feelings are unique.
Karen T. says
Meyli, I feel the same way about my parents-in-laws’ house and barn, and I’m on the young edge of the Baby Boom generation (born 1960)! I dread the day we have to clean out their stuff; they are 91 and 87 and have lived on their property for over 50 years. Not all minimalists are from your generation, lol.
Pantherle says
Oh yes, we made this experience. We cleaned out two parents’ houses full of really useless stuff after their death. It was a horrible experience. We found things we’d rather not found (not proud about our parents’ secrets hidden away), we spent years doing the hard work while having three children ourselves and lots of work at home. This was a really hard experience like our parents stealing years of our lives. And: They weren’t happy with their lifestyles and imprisoned in their lonesome stuffed-full lives in their too big houses. Maintenance wasn’t what they liked, so we had to. Very hard times. Not a life well spent, really. So, we are minimalists – and our grown up children (we are grandparents) are, too. The experience with our parents’ houses and their unhappy lives really helped.
Maureen says
Sounds like that barn would make a good bonfire. Joking aside, my sister is in the same position in their house. I’ve been bugging her for years to get rid of stuff. I told her if anything happened to her and her husband, I’d rather light a match than have to thru all that crap.