"The question of what you want to own is actually the question of how you want to live your life," wrote tidying expert Marie Kondo—the woman behind the philosophy of keeping things that ‘spark joy’.

Kondo’s way of decluttering, dubbed as the KonMari method, is based on one principle that’s easier said than done: to make space for only what you love. She does this by touching each item one by one. If it doesn’t “spark joy” when you hold it, then it’s time to thank it for being in your life—with words not just thoughts—and donate or trash it.

The basis of decluttering transcends from our wardrobe, home, and to our lives. Although the ‘does it spark joy?’ movement only picked up as Kondo’s Netflix show first aired in 2019, the premise is deeply rooted in minimalism. 

Unlike the KonMari method, minimalism has no cookie-cutter approaches, steps, or rules-of-thumb. Minimalists live life with less to value what’s important to them. 

Minimalist or not, we’re all consumers living in a consumer society. To live is to consume. But as we’ll see, the common denominator between the different minimalistic consumptions lies in comparisons. 

To understand the commitment minimalists have in consuming less, we must first understand the psychology behind comparisons.

The Psychology Behind Comparisons

To understand the world, our brains seek patterns. Like sailboats, our brains look for places to anchor. Anchors serve as reference points, so we can compare and understand any new information our brain receives. Although highly subjective, it’s how we give value to ordinary objects and everyday actions.

Like most, it’s no question we sleep in a bed every night. To the brain, this is more than just an ordinary, habitual nightly routine; it’s an anchor, associating sleep with bed, and bed with sleep.

If, say, we spent the summer camping through national parks, it’s natural to compare our present sleeping situation from the deprivation of sleeping on a bed. We can’t help but reflect on how sleeping on a bed every night is a luxury we often take for granted, so we go home and feel grateful for how fluffy and soft our blankets and pillows are. As the old saying goes, you don't know what you have until you lose it.

The same comparison happens with who we are and what we have. We determine our value based on where others are placed based on our reference map. In psychology, this is the social comparison theory in action. 

Comparing ourselves, to some extent, may bring personal growth and extrinsic motivation, but with social media notifying us of someone else's lives, it’s easy to fall in the trap of remorse, guilt, and destructive behavior. 

Our never-ending social comparisons jeopardize our relationship with ourselves. Similarly, we don't appreciate what we have because, as learned from the psychology of FOMO, our brain often engages in “what could have been” thinking. 

The shirt you’re wearing right now is a point of comparison to any other shirt in your wardrobe that you could be wearing. If we continuously think about what we could be wearing, we’re submitting ourselves to comparisons, diminishing the value of what we do have at the moment. As a result, we’re in a constant race to fill the void with pleasure.

In the wise words of Theodore Roosevelt, "comparison is the thief of joy". And while we’re still in pursuit of pleasure through constant purchases, minimalists take this to heart and find ways to shield themselves from the thief.

Minimalism: The Antidote to Comparisons?

If you had to list the things you own from least to most valuable, what would be your top 5? 

To a minimalist, covering the basics on the hierarchy of needs and filling up space to what brings value to them is an unbreakable commitment. 

Commitments, to the brain, are for making predictable decisions in the face of fluctuating emotions. While many of us have difficulties committing to a minimalist lifestyle, it’s precisely this commitment that shields our brain from succumbing to our impulsivity, which may drive emotional purchases, consumption, and behavior. With this shield, we steer clear from any desire to social comparisons and avoid the thief at all costs. “Desire is suffering,” said the Buddha and while minimalists may agree to some extent, Epictetus summarizes it best:

“Contentment comes not so much from great wealth as from few wants.”

While the minimalist mindset safeguards our brains from the thief of joy and comparisons, it’s worth noting that commitments, like comparisons, can have an unhealthy effect on us too. Taking responsibility or living a particular lifestyle can be too cumbersome for many, so it’s no surprise that there is a (counterproductive) ‘shortcut’ to minimalism.

How Minimalism and the Buy It For Life Movement Influence Consumer Behavior

Since the dawn of time, the human in us continues to be in pursuit of value. Marketers in our consumer society have drilled this in our core through advertising, which often leads to overconsumption. “We buy things we don’t need, to impress people we don’t like”, as Tyler Durden from The Fight Club asserted. 

Humans are confusing beings. On one hand, we chase things that are of great value (e.g. health, wealth, freedom, etc). On the other, nothing gives us the satisfaction and joy that an impulsive purchase does. So what gives?

While some search for a middle ground after maxing out their credit cards over and over, others have found peace in their compromise in the Buy It For Life movement—a call to action, which combines the value-seeking experience of minimalism and the constant consumption that society ingrained in us. But here’s where things get counterproductive. 

The irony in comparing the "buy" in buying for life and minimalism only goes as far as the name suggests. We know both BIFLers and minimalists seek added value. Although it’s a different kind of value, BIFLers also look to consume less in their own way—by encouraging people to buy products that will last a lifetime to prevent buying the same thing again. In other words, every purchase is an investment for the future, so they spend more today to buy less later. 

While it’s good news that BIFLers buy less, the movement just turned up comparisons online to a whole new level. Comparisons have become the root of BIFL products. Many online forums and subreddits are dedicated to consumers comparing/reviewing products that can last. 

It seems as if the social comparison is the thief we can’t avoid (sorry, Roosevelt), and it’s true for minimalists too. Let’s dive deep into the consumer world, where we’ll find that many brands play the minimalist card to create a new form of minimalism.

How Social Media, Comparison, and Signaling Influence Visual Minimalism 

In social media, the definition of minimalism often becomes counterintuitive. Our obsession with social media is endless. Every like, share, or retweet is a form of social signaling to express our identity. And while we go about signaling who we are, this obsession also triggers social comparison.  

Although minimalists have an added layer of protective shield from comparison, the constant signaling on social media adds a layer of pressure to minimalists. For every like, share, or retweet, minimalists battle against each other to signal who’s better at squeezing out value from their belongings (or lack thereof).  

In Consumer Behavior Lessons from Influencers and Micro Celebrities, we learned that exposure to products influences our consumer behavior. The more we share, the more we compare. In the world of social media, comparisons trigger purchases too. 

Minimalism has evolved from a lifestyle to a visual trend that brands use to attract consumers who fall for the clean, minimal, white walls aesthetic. The rule of the game is simple for brands: the higher their engagement, the higher they rank on the branding pyramid. This minimal aesthetic arms race has birthed the visual (pseudo) minimalists. 

Brands like UNIQLO and Brandless target proclaimed minimalists that only practice the lifestyle through its aesthetics. UNIQLO’s Japanese aesthetics is commonly described as minimal and all-rounded for every occasion. “No ponies, no logos, no polos” was once the tagline of their ads. On the other hand, Brandless incorporates minimalism in its packaging. No unnecessary information; brandless declutter their packages of the unwanted brand.  

Yet, instead of decluttering, here lies the paradox: visual minimalists consume more to suggest they have less, which turns minimalism into a vicious circle of consumption.

Is visual minimalism only a trend? Or is it the beginning of a lifestyle that may transcend to a new way of consuming and living?

All we know right now is that comparisons are the root of dissatisfaction. To sing the praises of Marie Kondo, “discard everything that doesn't spark joy" doesn't mean "purchase everything that may bring you joy."

What’s Next?

References

Best Designs: Brandless Employs A Minimalist Approach To Packaging While Capitalizing On Modern Design Trends

Japan Society: UNIQLO: From Tokyo To New York To Global Brand

KonMari: KonMari Is Not Minimalism, Marie Kondo

Mark Manson: Minimalism, Mark Manson 

Michael J, Sebanz N and Knoblich G (2016) The Sense of Commitment: A Minimal Approach. Front. Psychol. 6:1968. doi: 10.3389/fpsyg.2015.01968

Psychology Today: Social Comparison Theory 

The Minimalists: What is Minimalism, Joshua Fields Millburn & Ryan Nicodemus

The Star: Uniqlo targets a unique apparel market: Everyone, Francine Kopun

Verywell Mind: Rule of Commitment and Social Norms, Kendra Cherry