With the rising prices of education, childcare, groceries and rent, we wonder where all of our hard earned income goes. Apparently, the world is becoming an expensive place to exist. It is strange then, that when comparing prices from 2006 to 2015, the costs of household goods have been dropping steadily. The cost of televisions has decreased by 80%, PC’s (60%), Toys (40%), Sports Equipment (10%). According to a recent TIME magazine article, this has resulted in (especially in the USA) a nation of hoarders.

Consider these two stats:

1. Most household relocations outside the USA weigh between 1,110kg – 3,400kg. In the USA, the average is 3,600kg

2. While children in the USA make up 3.1% of the world’s children population, USA families buy more than 40% of toys globally

Poet Robert Browning in 1855 actually coined the “less is more” phrase, and although this seminal piece of wisdom may have been heartily ignored for a period (see: the 80’s), it seems to be finally making a comeback. Less is more is becoming a western trend, not only in the USA where families are paying organisations to help them de-clutter and reduce over-consumption, but also amongst the Millennials abroad who simply don’t want or need the excess possessions.

Lets start with the families and where the trend to reduce has come from. You could argue that especially within the USA, the recession brought about the need to ‘downsize’, and the expenditure on unnecessary items simply became a reality. However, the enabling factor of online shopping (thankfully) also came about at roughly the same time. As the recession hit, the ability to purchase quickly became easier and easier. The low cost retailer model means it’s not about ‘having stuff’, it’s about ‘replacing stuff’. Now, you don’t keep up with the Jones’ – you outpace them. The winter refresh of your living room, the disposable mentality, the rise of retailers like H&M, IKEA, etc. could all be contributing factors.

And while it’s all disposable and inter-changeable, are families still living with the recession-led mindset that it’s hard to let go? That while the $10 lamp was a bargain to buy, disposing of that same $10 lamp 6 months later is still somehow considered frivolous?

The Millennials generation adoption of less is more is somewhat easier to understand. They don’t have photo albums, they have Facebook. They didn’t grow up with CD Towers, they have Spotify. They don’t need a car as they want to live in the inner city where they can get around by foot or bike. They value engagement and substance versus simple material possessions.

So maybe it’s the Millennials teaching the families a lesson in over-consumption and hoarding. Or maybe the American families are simply running out of space. Regardless, it’s becoming more and more obvious that less is more.

Written by Paul