Thrifty, green or frugal: Reflections on sustainable consumption in a changing economic climate

In the context of a string of economic crises that have affected major world economies between 2007 and 2009, there seems to be a certain amount of overlap between debates around these issues and debates around long term environmental problems such as climate change. One of the interesting points of overlap is a renewed interest in notions of austerity with optimistic commentators offering up hope that a (re)turn to frugality represents a unique opportunity for the pursuit of sustainable consumption. Against this backdrop the analysis sets out an approach to frugality as a social practice and drawing on a qualitative study of persons who identified themselves as attempting to reduce their environmental impacts, it considers the links between frugality and sustainable consumption. Crucially, a distinction is drawn between thrift and frugality in relation to: (1) the scale at which they exercise care and compassion; (2) their relationship to the normative expectations of consumer cultures, and; (3) their consequences in terms of environmental impacts. Taking these distinctions alongside historical analyses of changing consumption patterns, a note of caution is offered that the passage from the economic downturn to sustainable consumption may not be as clear as might be hoped.