Theorizing the Holistic Voluntary Simplification Lifestyle

1. Theorizing the Holistic Voluntary Simplification Lifestyle John M. Jermier & Barbara A. Lafferty University of South Florida June 13, 2013

2. What is Consumerism? **When one’s core values and identity are defined with configurations of consumer goods --Preoccupation with ambitiously pursuing high levels of material prosperity and establishing a materially comfortable life (RVS-instrumental and terminal) --Receiving social recognition for this life (RVS-terminal) **Practicing a high consumption lifestyle (HCSL)

3. Problematizing Consumerism **Ethical Arguments Against Consumerism **Studies of the Consequences of Consumerism and the High Consumption Lifestyle (HCLS)

4. Voluntary Simplification as a Form of Resistance to Consumer Capitalism? F1GURE1 A Resistance Continuum (Fournier, 1998) **Active Rebellion: Complaining; Boycotting **Minimization Behaviors: Coping Strategies; Downsizing **Avoidance Behaviors: Dropping Out

5. Voluntary Simplification as a Form of Resistance to Consumer Capitalism? F1GURE 2 Modes of Resistance (Cohen et al., 2005) **Social and political protest campaigns (Anti-consumerism; anti-television activism; anti-advertising campaigns) **Lifestyle reinventions (Voluntary simplicity; ethical consumption; slow food movement) **Public policy initiatives (Local greenhouse gas reduction schemes; relocalization schemes; consumer credit)

6. What is Voluntary Simplification? **A loosely organized alternative social movement (10-25% of the American population?) **A movement of strong interest to journalists and popular press writers (over 1,000,000 hits in a recent Google search) **A field of academic study (362 peer reviewed, scientific articles from 2000 to present)

7. What is the Definition of Voluntary Simplification? “…singleness of purpose, sincerity and honesty within as well as avoidance of exterior clutter, of many possessions irrelevant to the chief purpose of life. It means an ordering and guiding of our energy and our desires, a partial restraint in some directions in order to secure greater abundance of life in other directions. It involves a deliberate organization of life for a purpose.” (Gregg, 1936, p. 1). “… an oppositional living strategy that rejects the high-consumption, materialistic lifestyles of consumer cultures and affirms what is called ‘the simple life’ or ‘downsizing’ … this approach …involves … directing progressively more time and energy towards pursuing non-materialistic sources of satisfaction and meaning” (Alexander, 2011).

8. What are the Forms of Voluntary Simplification?Conceptual Approaches Etzioni (1998), Journal of Economic Psychology, Voluntary simplicity: Characterization, select psychological implications, and societal consequences. Specified three varieties of voluntary simplifiers, ranging from moderate (“downshifters”) to strong (“strong simplifiers”—career change) to intense (“holistic simplifiers”—members of the “simple living” movement). Etzioni did not fully develop the specific behaviors of holistic simplifiers but did state that they “adjust their whole life patterns according to the ethos of voluntary simplicity”… and that “the scope of change in their conduct … is motivated by a coherently articulated philosophy [one that is explicitly anti-consumerist]…” (pp. 625-626).

9. What are the Forms of Voluntary Simplification?Empirical Studies (Quantitative) **Huneke (2005), Psychology & Marketing, “The face of the un-consumer and the practice of voluntary simplicity…” Environmental and social responsibility; community; time use; limit television and advertising; less stuff; spiritual life **Alexander & Ussher (2011), Journal of Consumer Culture, “The voluntary simplicity movement: A multi-national survey…” Downsizing and decluttering; frugality and valuing fewer possessions; home food production and endorsement of a local food movement; hypothetical use of alternative transportation, recycling, avoid fashion; spiritual practices

10. What are the Forms of Voluntary Simplification?Empirical Studies (Qualitative) **Grigsby (2004), Buying time and getting by: The voluntary simplicity movement. Data: (1) participant observation of simplicity circle meetings (small groups that support simple living); (2) interviews with members of simplicity circles; and (3) content analysis of three influential books in the movement. Main Findings: (1) “Simple livers” see themselves as oppressed by alienating work, long hours and consumer culture; (2) they value self-sufficiency and frugality; (3) they struggle to define themselves (forge a moral identity) as “worthwhile and good people” (p. 20), primarily through caring for the environment and others; and (4) they create meaning through growing their own food and making things.

11. Problem with Present Conceptualizations of the Components of Voluntary Simplification, Based on Empirical Research The empirical studies (like much of the classic writings in this field) tend to use concepts like values, attitudes, goals, priorities, importance and behaviors/activities interchangeably. The empirical studies are marked by sampling that is non-random and small, measures that are not validated, analyses that are under-reported and elementary, and descriptions of voluntary simplifiers that are vague and contradictory. As a result, we do not yet have a compelling portrait of what voluntary simplification is or of those who simplify.

12. Taking a Behavioral Approach to Voluntary Simplification “… manner of living that is outwardly more simple and inwardly more rich … (Elgin, 1993, p. 25) Elgin (2003): “The garden of simplicity” (10 modes of simplicity) “Choiceful simplicity, commercial simplicity, compassionate simplicity, ecological simplicity, elegant simplicity, frugal simplicity, natural simplicity, political simplicity, soulful simplicity, uncluttered simplicity The modes of voluntary simplicity … can be aggregated into three main forms of expression [cf. Cohen et al. (2005)] Frugal consumption Ecological awareness Personal growth

13. HolisticVoluntary Simplification: A Behavioral Approach Specifying Categories of Behavior that Are Characteristic of the Holistic Voluntary Simplification Lifestyle **Frugal, mindful consumption (deliberate purchasing behaviors that avoid waste and emphasize functionality rather than status and ego enhancement) **Pro-environmental behavior (activities that conserve natural resources, promote energy efficiency and reduce pollution; green consumption; environmental activist behaviors) **Personal growth activities (activities that promote psychological growth, philosophical understanding of consumerism, and spiritual insight)

14. Causal Process Model of Holistic Voluntary Simplification **Theories of Paradigm (or Worldview) Shift **Theories of Post-Materialism and General Theories of Human Values **Theories of Altruistic Behavior **Value-Belief-Norm Theory of Environmentalism **Transformative Learning Theory **Theories of Human Consciousness