Abstract

At a time when it is critically important to preserve natural resources and reduce the amount of man-made pollution, this article explores other potentials for materialism in today’s market economies. Based on a two-year ethnography in Poland, we learn from simplifiers who denounce current materialism—while remaining inside the market—about what materialism could potentially become. Our study shows that materialism can take on other less studied but more eco-friendly expressions. In particular, we highlight an alternate expression of materialism, which we call “appreciative materialism”. Appreciative materialism still ascribes a great deal of importance to objects in the lives of consumers but does so through the voluntary non-possession and/or non-accumulation of these objects, as well as a caring ethics that extends to non-humans. These findings call not only for the refinement of scales to measure materialism but also for a revision of the role of materialism in our lives. They suggest that, in order to trigger more sustainable practices, policymakers and managers should put greater emphasis on appreciative materialism.