Is this a new consumer trend ?

Some researchers are claiming that there is now a new consumer trend.... The return to voluntary simplicity. I've linked to an article below which talks about this more....

I'm not very knowledgeable about voluntary simplicity, but to my knowledge it seems like it may be related to books such as "Your Money Or Your Life" by Joe Dominguez and Vicki Robin. (I haven't read it by the way, though I do have a copy on my bookshelf which I happened to pick up from somewhere a few years ago....)

Does anyone know more about this? If this really is a trend, how could it affect us as entrepreneurs and marketers?

Thanks for any feedback....

- Dien


"Researchers Identify Consumer Trend Toward 'Keeping It Simple' "