Less is more – making mindful purchases and embracing the minimalist

It was artist Barbara Kruger who coined the phrase ‘I shop therefore I am’ back in the eighties, skewering so effectively the sense that our multiple identities as citizens, community members – even humans – have somehow been whittled down to the sole role of consumer: defined by our latest purchases.

Spiritually and psychologically, this is bad news.

You don’t need to be hardcore anticapitalist to know that the highs from shiny new stuff don’t last.

It’s community and connection that make us happy – not the stuff we buy.

Seeking sustainability

Over the past few decades, in parallel with some folks falling out of love with conspicuous consumption, there has arisen an awareness of the contribution of mindless, infini-consumption to environmental problems from plastic pollution to natural resource depletion.

Together, these dawning collective realisations have generated trends such as conscious consumerism and lifestyle minimalism.

Rooted in the belief that ‘less is more’, these movements emphasise intentionality, sustainability, and a shift away from excessive consumption.

When applied to homes and interiors, these ideas create spaces that are not only aesthetically pleasing, but also promote mindfulness, wellbeing, and ecological responsibility.

Nouveau Homesteaders

Interiors and wellbeing icon Michelle Ogundehin recently used her Substack to describe a phenomenon called the Nouveau Homesteader, which exemplifies these trends.

She said, “The quest for a quieter experience of life is not a blissed-out opt-out or a premium version of quiet quitting.

This is a considered vote for a different way to live with its roots firmly in a deep scepticism of the governance, companies, and systems (food to pharmacological) that we’ve become accustomed to relying upon.

“It’s a deliberate rejection of the status quo, not simply one step up from an obsession with Gardener’s World.

It’s also, not a choice exercised only by those able to buy acres of land in the rural backwaters of America.

This is happening in the heart of our cities, for people with neither backyard nor allotment.”

Giles Harwood, from high-end hardware and lighting designers Joseph Giles, says, “Conscious consumerism is an interior ideology the design industry has increasingly needed over the last ten years or so.

“The sheer access consumers now have to ‘fast furniture’ has completely redefined how we shop for interiors.

“Buying furniture (often fuelled by TikTok design trends) only to discard it months later has become the norm for many.

“But these ‘buy-and-discard’ habits punish the planet and many consumers have had enough.”

Philosophy of Minimalism

Minimalism is far more than a design trend; it’s a lifestyle that encourages people to focus on what truly matters by eliminating excess.

The unofficial poster boys of the Minimalist lifestyle are The Minimalists, Joshua Fields Millburn and Ryan Nicodemus, authors, podcasters and now Netflix stars, who are passionate advocates for their creed of ‘living well with less’.

Minimalist décor

In interiors, this philosophy translates into clean, uncluttered spaces that prioritize function and harmony.

When it comes to decorating your house, embracing the minimalist aesthetic usually involves:

• neutral colours – shades of white, beige, grey, and soft earth tones dominate minimalist interiors, creating a sense of calm and timelessness
• streamlined furniture – sleek, functional pieces with an emphasis on quality over quantity
• natural materials – wood, stone, and organic fabrics bring warmth and texture to minimalist spaces without adding visual noise
• (oh yes, and being very tidy and hiding all your stuff away in built-in cupboards.)

The goal of minimalism isn’t to strip spaces bare, rather to thoughtfully curate items that bring value and joy.

It’s about creating an environment where every piece has a purpose and contributes to the overall sense of balance.

Misconceptions about minimalism

While minimalism has many advocates, it’s also the subject of misconceptions.

Some believe it’s about deprivation or sterile, impersonal spaces – but, in reality, minimalism can be deeply personal and adaptable.

It’s not about owning the fewest possible items, rather it’s about curating a life that aligns with your values and priorities.

Nick Woodward, at Essential Living, highlights the growing demand for flexible, open-plan layouts that align with this ethos, “Minimalist interiors don’t mean cold or sparse. The key is balance.

Thoughtfully curated furniture, neutral palettes, and smart storage solutions can transform a space into a serene retreat while still being highly functional.”

Similarly, conscious consumerism isn’t about abstaining from purchases altogether.

Instead, it’s about making informed, intentional choices that reflect care for people and the planet.

Mindful purchasing

Conscious consumerism complements minimalism by encouraging mindful purchasing decisions.

Rather than buying for the sake of novelty or impulse, conscious consumers consider the origins, sustainability, and longevity of the products they bring into their homes.

This approach has profound implications for interior design, as it shifts the focus from trend-driven décor to timeless, ethically made pieces.

Tori Young, from HollandGreen, says, “In a world dominated by mass production and fleeting trends, adopting a ‘less is more’ philosophy encourages homeowners to be more deliberate about what they bring into their living spaces.

“It’s about curating rather than collecting – choosing items that enhance wellbeing, functionality, and beauty rather than filling spaces for the sake of filling them.

“Every piece of furniture, fabric, or decorative element should have a purpose, whether it’s practical or emotional.”

Conscious consumerism is all about:

• prioritising sustainability – opting for furniture and decor made from recycled, upcycled, or responsibly sourced materials
• supporting local and ethical brands – investing in items crafted by artisans or companies with transparent supply chains
• reducing waste – choosing durable, high-quality products that will stand the test of time, rather than disposable or cheaply made alternatives
• considering repair and second-hand as options.

Camilla Lesser, from Essential Living, explains, “Rather than filling spaces with fast-furniture or seasonal trends, people are investing in pieces that are durable, sustainable, and timeless.

This approach doesn’t just reduce waste; it ensures every item in your home has a story or a purpose, creating a deeper emotional connection with your surroundings.”

Questions to ask before you buy

In their book Love People, Use Things, Because the Opposite Never Works, the Minimalists suggest six questions to ask before you buy something:

1. Who am I buying this for?
2. Will this add value in my life?
3. Can I afford it?
4. Is this the best use of this money?
5. What is the actual cost?
6. Would the best version of me buy this?

The joy of repair

Meanwhile, in his glorious, poetic book on this subject, Less: Stop Buying So Much Rubbish: How Having Fewer, Better Things Can Make Us Happier, Patrick ‘Sewing Bee’ Grant describes his love for old objects: “I’ve always loved things that have been repaired: perhaps a little peculiarly, the more improvised the repair the better.

A knotted rope handle on a weather-worn door, the patchwork of rusted corrugated iron on an old barn roof, a wall with bits painted, and painted again, in never-quite-matching colour.

I have a soft spot for a badly taped pair of spectacles. It is the evidence of the intervention of the human hand and mind, the ingenuity, often the thrift, that endears such things to me.”

Purposeful living

Liv Conlon, interiors expert and boss of Property Stagers, explains, “This is the year that ‘less is more’ evolves from a design philosophy into a lifestyle.

Homeowners are moving away from overcrowded interiors and opting for spaces that breathe.

“For those who think minimalism is stark white walls and empty surfaces, think again!

“It’s all about purposeful living.

“It’s all about focusing on high-quality, multifunctional pieces that ‘anchor’ a room rather than an abundance of decor.

“For instance, a sleek modular sofa in a neutral tone can serve as a focal point, while offering flexibility to adapt to different needs.

“Open shelving is being used to display curated collections rather than clutter, creating intentional, gallery-like moments in the home.

“Conscious consumerism is driving interior choices. More buyers are prioritising ethically made, sustainable, and durable products rather than opting for cheaper ‘this will do for now’ pieces.

“For example, opting for a reclaimed wood dining table not only adds character but also reduces the environmental impact of sourcing new materials. Similarly, choosing artisanal handmade ceramics or textiles supports small businesses and adds a story to each piece.

“These spaces are curated with intention, featuring natural materials such as stone, wood and linen to create warm, inviting spaces.

“There are storage solutions to hide everyday clutter, and built-in cabinetry to offer clean lines while still being practical.

“This shift is about buying fewer things, and instead making an investment into items with lasting value and meaning, creating homes that are beautiful, as well as being socially responsible.”

By combining minimalism with conscious consumerism, homeowners can create interiors that are not only beautiful but also aligned with their values.

The minimalist home

Transforming your home into a minimalist haven rooted in conscious consumerism involves thoughtful planning and a commitment to intentionality.

Here are some practical steps to guide the process:

• Declutter with purpose – the first step in embracing minimalism is to declutter. Assess each item in your home and ask whether it serves a purpose or brings you joy. As William Morris put it: ‘Have nothing in your house that you do not know to be useful, or believe to be beautiful.’
• Donate, recycle, or responsibly dispose of items that no longer align with your vision. Decluttering isn’t just about reducing physical belongings; it’s about creating mental clarity and space for what truly matters.
• Choose quality over quantity – when furnishing your home, prioritize quality over quantity. Invest in timeless pieces that are well-made and versatile. For example, a solid wood dining table crafted from sustainably sourced materials, or an antique piece, can serve as a centrepiece for years to come, unlike cheaper, mass-produced alternatives that may need frequent replacement.

• Incorporate natural elements like wood, stone, and linen to add warmth and texture. Potted plants, a hallmark of biophilic design, enhance aesthetics and foster a sense of connection to the outdoors.
• Opt for multifunctional furniture. Look for pieces that serve dual purposes, such as a sofa bed, an ottoman with hidden storage, or a dining table that doubles as a workspace. These can reduce clutter while maximising functionality.
• Support sustainable brands – research brands that prioritise ethical practices and sustainability. Many now offer eco-friendly options, from sofas made with recycled materials to rugs handwoven by artisans using traditional techniques. Supporting such brands ensures your purchases have a positive impact.
• Embrace empty space – in minimalism, empty space is as important as the items within it. Avoid the urge to fill every corner or wall. Negative space creates a sense of openness and tranquility allowing the remaining elements to shine.

Bo Hellberg, of String Furniture says, “I like the absence of clutter. It helps focus the eye on what matters in a room or space.

There’s simply less distraction, meaning subtle designs, colours and features can be appreciated. Minimalism also provides more freedom, flexibility, and the opportunity to change things.

Not only will you have more time, more space, less stress, more money, etc. But you simply become unburdened from ‘stuff’.”

Sustainability

Adopting minimalism and conscious consumerism in your home has significant environmental benefits.

By reducing consumption and prioritising sustainability, you can reduce your carbon footprint, minimise waste and promote the circular economy.

Minimalism and wellbeing

Beyond aesthetics and environmental impact, minimalism can positively affect mental health and wellbeing.

A clutter-free environment can foster calm and reduce stress, while intentional design choices encourage mindfulness and gratitude.

When you surround yourself with items that truly matter, you create a space that supports your emotional and psychological needs.

A shift towards mindful living

Minimalist interiors allow a space to breathe. By reducing visual clutter, they promote calm, clarity, and a greater sense of balance.

A minimalist home can feel warm and welcoming when it’s designed with textures, natural materials, and layers of light that create depth and comfort.

As minimalism and conscious consumerism continue to gain traction, they signal a broader cultural shift toward mindful living.

In a world often driven by overconsumption and instant gratification, these principles offer a counterbalance, encouraging us to slow down, reflect, and reconnect with what truly matters.

For those embarking on this journey, transforming your home is a powerful place to start.

By creating spaces that reflect your values and support your wellbeing, you can cultivate a life of intention, beauty, and sustainability.

Minimalism and conscious consumerism are not just design choices; they are pathways to a more mindful, fulfilling existence.

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