Rebecca Leah Watkins and her co-authors recently published an article that digs into the connection between voluntary simplicity and subjective well-being. They upturn the capitalist mythology that greater material wealth will bring greater happiness and fulfillment. The research, titled “Consume Less, Live Well: Examining the Dimensions and Moderators of the Relationship Between Voluntary Simplicity and Wellbeing,” was published in the Journal of Macromarketing. Most of this information came from a robust, representative sample of more than 1,000 New Zealanders. More importantly, it revealed important trends related to consumer consumption, behavior, and mental health.
Our sample of the research participants was 51% male and 49% female. Participants had a median age of 45 years and a median annual household income of $50,000. This source of demographic information provides an immediate and vivid portrait of the population under study. It allows us to see how different people experience voluntary simplicity in very different ways.
The Impact of Consumer Culture
Watkins, an Associate Professor and co-author of the study, points to a disturbing trend. Consumer culture incessantly bombards citizens with the idea that happiness is directly tied to a high salary and the pursuit of goods. Short race distances and long training cycles don’t work for most people, she points out.
“However, research is clear that attitudes to, and experiences of, materialistic approaches to life do not lead to increases in happiness or well-being. Nor do they lead to sustainable consumption necessary for planetary health.” – phys.org
These results indicate that when looking for an immediate shot of happiness, material riches provide a faster delivery system. Yet in reality, it doesn’t deliver true joy or contentment. Rather, the research shows that prioritizing meaningful connections and community engagement promotes the overall feeling of thriving and being well.
Embracing Voluntary Simplicity
Rob Aitken, a co-author of the research, explains the idea behind voluntary simplicity. He makes it clear that reducing your lifestyle doesn’t have to mean getting rid of everything you own or living in an austere way. Instead, it’s about making room for what really matters.
“It’s not directly the commitment to material simplicity that leads to well-being, but the psychological and emotional need for fulfillment that derives from relationships, social connection, community involvement and a sense of living a purposeful and meaningful life.” – Rob Aitken
Aitken makes a case for voluntary simplicity as an antidote to rampant consumerism. In a society where extravagant displays of wealth are often celebrated, he highlights how embracing simplicity can shift focus from accumulation to meaningful living.
A Call for Sustainable Consumption
Global domestic material consumption has increased at an alarming rate over the last several decades. Nationally, between 2000 and 2019, these numbers more than doubled, increasing by 66%. However, since the 1970s, consumption rates have tripled, with an astonishing 95.1 billion metric tons consumed in 2019. This trend is alarming from an environmental sustainability as well as an individual happiness standpoint.
Today, society has reached the watershed moment of escalating consumption rates. In reaction, Watkins and her team call on us to confront our society’s values. In adopting lives of voluntary simplicity, people will discover new depths of joy and meaning in their own lives while helping to ensure a thriving planet for all.
“In a world where billionaire weddings are treated like state occasions and private yachts are the new status symbols, voluntary simplicity offers a quiet, powerful counter-narrative—one that values enough over excess, connection over consumption, and meaning over materialism.” – Rob Aitken
As society grapples with rising consumption levels, the research from Watkins and her team calls for a reevaluation of values. By embracing voluntary simplicity, individuals may find not only personal fulfillment but also contribute to a healthier planet.