Emily Tan
Jul 23, 2015

Tidying up: Shoppers shun clutter, embrace authenticity

After decades of consumerism, shoppers are finally starting to say ‘enough’. Here’s what brands can do about it.

Grana sells to consumers who just want a few basic well-made items at reasonable prices

Out of the blue, Marie Kondo’s slim illustrated volume, The Life-Changing Magic of Tidying Up, became a global best-seller last year. Thousands posted images of Kondo-ed’ drawers, desks and homes on social media as the world tidied up and tossed out clutter.

At its heart, Kondo’s philosophy is startlingly simple go through every item you own and ask yourself, “Is this useful” and “Does it spark joy” If the answer to both...

To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.

Existing users sign in here

Forgotten Password?

Having trouble signing in?

Contact Customer Support at
or call+852 2122 5227


Why Subscribe?

  • Campaign Asia-Pacific online premium content* including in-depth monthly focus on key trends and industry issues
  • Unlimited website access*, and an archive of more than 70,000 articles
  • Regular value-added supplements including brand health checks, sector studies, ad critiques and research charts
  • Daily newsletters and breaking story alerts straight to your inbox
  • New weekly feature articles on the latest research, innovation and marketing trends
  • Be the first to hear about industry events

or call +852 2122 5227
or email subscriptions@campaignasia.com

Campaign Jobs

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

F1 puts fans in wind tunnels for global 'Engineered insanity' campaign
2 days ago

F1 puts fans in wind tunnels for global 'Engineered ...

Visceral thrills come to the fore in the sport's first-ever global marketing campaign.

Photos: Cathay Pacific and McCann take in-town check-in to a new level
2 days ago

Photos: Cathay Pacific and McCann take in-town ...

The airline built facsimiles of its check-in counters and gates in a busy shopping district.

Online bookings popular with small meetings: Meetingsbooker.com
2 days ago

Online bookings popular with small meetings: ...

More venues and hotels are aiming to implement automated booking processes.

Nielsen makes retail push with VR store simulation
2 days ago

Nielsen makes retail push with VR store simulation

The company showcased a VR-based tool for evaluating point-of-sale effectiveness yesterday in Singapore.