Simple living was supposed to be the thing that finally slowed American spending, and consumer research now guiding retailers treats a similar interest for restraint as an opening. The pared-back look that spread across social feeds under the banner of underconsumption core, all worn-in sneakers and half-used skincare shown off like small trophies, gave marketers a new vocabulary of restraint to borrow. Wanting less, it turns out, is something brands can speak to, which makes for an odd backdrop to National Simplicity Day.
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