Over the past three months, via German public TV, I've watched at least six different news pieces or 'clips', which had to do with self-optimizing.
Basically, someone would appear and advise you that you need to lessen your wardrobe, your house 'collection', or your style in life....and be part of this new generation.
Part of this is aimed at people and downsizing their clothing attire. Some of it is aimed at the kitchen and the various utensils that you normally keep. Some of this is to suggest that you could live in a fairly small and modest apartment. 'Waste-not, want-not'....would be the appropriate description of the trend.
It's an odd trend to start up and yank on the public's chain to modify their behavior and change.
Environmentally friendly? That's the amusing thing about this trend....it's generally supported by the pro-environmental folks.
Affecting commerce and the market? Well, here's the thing....if you convinced a quarter of German society to go in this direction, you could figure that some dramatic slow-downs will occur in the clothing and fashion markets of Germany over the next decade. You'd walk into the big shops and find the men's section about half the size as it is currently.
Success or failure? It's hard to say if German society will buy into this landscape. Maybe it's just a fad and will disappear in two years.
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