Most marketing executives are aware by now that some consumers believe that “small is beautiful” and “less is more.” Such executives may be surprised to find out that this type of voluntary simplicity consumer (VSC) is the fastest‐growing market segment in the U.S. Who the voluntary simplicity consumers are, how they came about, and how to cater to them profitably are the subjects of this article. The VSC is the outcome of a lifestyle trend toward voluntary simplicity (VS), but unlike any other market segment, the VSC prefers a lifestyle of low consumption, ecological responsibility, and self‐sufficiency. As a result, marketers are often puzzled as to how to market to the VSC.
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