Are consumers finally sick of consuming? Here's how brands can adapt

Read more on this subject: Business/ Commerce
News Story Source: https://www.fastcompany.com, BY ELIZABETH SEGRAN
Is it finally happening? After decades of buying more clothes, shoes, books, furniture, sheets, toys, throw pillows, accessories, doodads, and thingamabobs than anyone could possibly need, have consumers gotten tired of consuming? We now produce 100 billion articles of clothing every year, for only eight billion humans. And developed countries are consuming more than their fair share of the world's resources. Take America, which makes up only 5% of the global population, but consumes a quarter of the world's energy.

Ziba, a prominent design firm headquartered in Portland, is in the business of predicting consumer behavior, and it's now betting that people want to consume less. In a recent report, it helps explain why this is happening and offers solutions for brands whose business models rely on consumers buying more.

LESS IS MORE

Over the past few years, brands have shown that you can encourage consumers to buy less and still thrive. Consider some u
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