Discussing downshifting as a creative social movement

Downshifting can be used by different groups to characterize living lightly, simple living, downsizing, simplifying, voluntary simplicity lifestyles, the co-housing movement, a permaculture village, art and craft revivals, environmental conservation and recycling, anti-nuclear demonstrations, urban cooperatives, consumer frugality, etc. Being widely used among different fields, the term 'downshifting' tends to become a general category. In the following discussion, I clarify what downshifting consumption denotes within consumer behavior literature. Further, I present demographic characteristics of consumers involved in downshifting consumption. Finally, I explore the significance of studying downshifting consumption in a consumer society