The recovery of mental frameworks from the past: Neo-frugality as a renewed consumer ideology

The quick succession of different kinds of crises (economic, social,\r\nenvironmental, sanitary, political, etc.) in the last fifteen years has led to\r\na profound change in consumers’ mindset. The shift began with the economic\r\nrecession that began in 2007-2008, which challenged the prevailing\r\nbelief in continuous and unstoppable economic growth and ever-increasing\r\nlevels of consumption. Recently, the spread of Covid-19 together\r\nwith increasing environmental instability created an unforeseen challenge\r\nfor established consumption styles and raised growing awareness of the\r\nneed for more sustainable habits. In this context, we have witnessed a\r\nshift in consumers’ approach to consumption, moving from the logic of\r\nquantity to the logic of frugality. Although the concept of frugality might\r\nbe new for current generations, it constituted a core value in the past.\r\nConsequently, we argue that both economic constraints and the re-emergence\r\nof past values and ways of thinking are responsible for a paradigm\r\nshift, which we refer to as «neo-frugality.» The purpose of this paper is\r\nto present evidence of the re-activation and re-interpretation of an ideology\r\nwhich was prevalent in past generations and has regained prominence\r\nin recent years. We examine the evolution of this mindset through\r\na historical-genetic approach, drawing on a series of mixed methods studies\r\nwe have conducted in recent years. These studies include ongoing sur-\r\nveys with representative samples of the Italian population and a series of\r\nin-depth interviews and focus groups with different targets of consumers.\r\nThe adoption of a neo-frugal ideology has led to changes in consumption\r\nhabits, as well as a shift in consumers’ values and ways of thinking, with\r\nindividuals starting to pay increasing attention to savings, waste reduction,\r\nand recycling of goods, and simultaneously developing an aversion\r\ntowards every form of excess. We discuss the process behind the recovery\r\nof neo-frugal values and habits, and outline the forms that this ideology\r\ncan take. We conclude with a discussion of potential practical implications\r\nfor the marketing field and for institutions.