Minimalism in consumption: A typology and brand engagement strategies

Minimalistic consumption has received increased attention during the last few years with a substantial segment of consumers having adopted this notion. Minimalism highlights subjective well-being, happiness, and increased quality of life. Despite minimalism gaining significance, we know little about minimalistic consumption, its various forms, its antecedents, and its impact on consumer behavior. Extant literature does not offer a clear or concise conceptualization of minimalism in consumption or the potential strategies to identify, target, and engage minimalistic consumers. This has been a major deterrent in advancing research on minimalistic consumption. This article provides a conceptualization of minimalism and offers a typology of consumers that engage in minimalistic consumption based on two dimensions: the conditional susceptibility and goal orientation of consumers. It presents a framework of brand engagement strategies for each type of consumer and shows how firms can potentially benefit in terms of sales, profitability, and customer relationships by engaging with minimalistic consumers.

Automated summary

Minimalistic consumption, focusing on subjective well-being and improved quality of life, has gained increasing attention in recent years. Despite its significance, the understanding of minimalistic consumption, its forms, antecedents, and impact on consumer behavior remains limited in existing literature. This article proposes a conceptualization of minimalism, categorizes consumers engaged in minimalistic consumption based on conditional susceptibility and goal orientation, and presents brand engagement strategies for firms to potentially benefit from sales, profitability, and customer relationships with minimalistic consumers.