1. Review the list of behaviors above for anti-consumers. Are there any of these behavioral product choices that you (or your friends or family) engage in? If so, what is your (or their) motivation for adopting this behavior?

2. Based on your response to Q1 above, do you think that anti-consumerism will be a growing trend that will become more concerning for marketers in the future? Or do you think that this lifestyle choice will be limited to a small segment of the market and marketers can choose to ignore this potential threat?

3. Given that a key outcome of anti-consumerism is the reduction of consumption, do you think that many companies will embrace this in their values and strategy, or do you think that most companies will continue to be primarily focused on sales and profit growth?

4. As you may know from your own experience, the ownership of certain products and/or brands will give people self-esteem and social standing. For example, owning a prestigious car is one way of communicating your success in life. This means that the consumer buys a car for both functional and psychological value. But being an anti-consumer and not owning a car at all potentially communicates a lack of success in life??? Therefore, do you think that excessive consumption is a critical factor in todays society and one that will continue to dominate peoples lives and purchase decisions?

5. Given the segment profile of the anti-consumer above, is it possible for a firm/brand to market to this segment and meet their needs? Note: while these consumers are actively seeking to reduce consumption, they cannot completely avoid it in all cases. Therefore, they remain a valid target consumer for some businesses but is it possible to market to them, or should we simply ignore them?