Unusually Free to Make Uncommon Choices

Here are some choice cuts — with a bit of a through-line — from The Day the World Stops Shopping (2021) by JB MacKinnon: On the free will that comes with minimalism: Classical economic theory holds that consumers know what is best for themselves and act rationally in their self interest, a perspective that remains influential today. Paradoxically, it is anti-consumers, not mainstream ones, who come closest to this ideal: they are more likely to make active, informed choices … are less swayed by advertising and fads, and are less likely to feel trapped in consumption or to [try to] use it as a means of escape. It’s a false means of escape: a delicious and enjoyable one usually, but it’s important to remember the difference between escapism and Escapology. Focus on what matters. Many people perceive living simply as limiting; [but downshifter Syd Fredrickson] said it has always made her feel unusually free to make uncommon choices, question conformity, act spontaneously and express…

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