A broad shift is reshaping the way Italians consume.
It can be summed up in a simple statement: “We should only buy what is strictly necessary.” Eighty percent of Italians agree with this idea.
Thirty percent strongly agree.
This is far from a marginal view.
It is a widespread attitude that has steadily gained ground over the last twenty years.
It is especially common among women, people aged 35–45 and residents of large cities in Northern Italy — the very groups that, in the past, were associated with the highest levels of consumption.
A form of post-consumerism is emerging.
This is not a rejection of consumption, but a different way of approaching it.
Consumer spending continues to grow. The change lies not in how much people buy, but in how they choose to buy.
This mindset is reflected in more selective behaviours: greater attention to quality, durability and waste, and a stronger tendency to make considered choices.
Consumption is not disappearing. It is becoming more conscious.
The figures point to a profound transformation: not less consumption, but consumption that seeks greater coherence between values and behaviour.
