The evolution of a simpler lifestyle: Minimalism, a trend disrupting the way people consume. The case of toy consumption

Abstract

This paper aims at examining an emerging trend from a Consumer Behaviour perspective. More precisely, it examines Minimalism in the specific field of toys consumption that recently became a widely debated issue, with an increasing number of players engaging into it. Minimalism is a lifestyle in which people who have the purchasing power to consume more purposely decide to reduce the amount of their belongings and purchases. This broad definition is experienced in various ways by minimalists, either on a practical level or on a philosophical level.

Accordingly, the work is organized into a structure made of four main blocks. The first theoretical part deals with an examination of the inherent literature in order to compare the emergent movement of Minimalism with the philosophy of Voluntary Simplicity, theorized by Duane Elgin in 1981. The second block looks at the trend analysed from the Consumer Cultural Theory’s perspective. When considering voluntary simplicity and minimalism, the consumer can be defined as a political subject who creates resistance to consumerism through ideological means. In addition other trends will be discussed: circular economy and product as a service. In fact, both personal motivations impacting the customer’s own private life and social goals which disclose the customer’s willingness of having a positive impact on the society trying to enhance the sense of social responsibility will be detected and evaluated. The third part acts as a bridge, by looking at the phenomenon in relation with the discipline of Consumer Behaviour linking it with the reality of the market. In particular, it studies the role of marketing and its response to minimalism. Moreover, a closer discussion is dedicated to the consumption of toys, especially examining the platforms “Rent a toy” and “Play”. To this extent, phenomenon such as circular economy and product as service will comes out again, highlighting the fact that Consumers throughout the Western world are seeking greater value from products and services, because of the need of redefining their relationship with “things”. Eventually, the fourth part deepens the study through an empirical research realized to have a direct observation and comparison of the way of thinking and behaviour from a sample of consumers including both minimalist and non-minimalist parents. Finally the last part purposes to build the two different buyer personas as well as the two different customer journeys and their touch points, to highlight how the industry of toys should move or at least adapt in order to embrace this growing number of new consumers.

In regard to the methodology, several sources have been used in order to write this paper. Both direct and indirect sources have been employed. On one side, the theoretical study has been done from the relevant literature about the topic, including essays, articles from scientific and market journals and devoted websites. On the other, an empirical research has been performed through interviews. The outcome is an intertwined combination of analytical description and extracts from insiders, aimed at providing with a closer look.