What: A growing number of customers are feeling ashamed by their own consumption.

Why it is important:  After the flight shaming, the buy shaming?

A growing niche of consumers, known as "reductionists," are aiming to disconnect from the fast-paced fashion system and buy less.

This trend aligns with a broader shift towards less conspicuous consumption due to increasing concerns about the climate and cost-of-living crises.

However, the number of people actually changing their shopping habits remains small. The fashion industry's marketing tactics, which capitalize on deep-rooted emotions and turn shopping into a form of entertainment, make it challenging for consumers to resist buying new items.

Despite this, sustainable fashion advocates are finding ways to make buying less more accessible and appealing, such as promoting the financial savings and environmental benefits of a shopping detox.

The rise of the reductionists?