For decades, the dominant response to consumer-driven climate harm has been to make consumption cleaner rather than smaller — but new research suggests that distinction may be the most consequential one we've been avoiding. A study in the International Journal of Business Excellence maps the motivations behind millennial minimalism, finding that sustainability values, innovative thinking, and intentional reduction of possessions are the forces most likely to move people away from accumulation altogether. At a moment when consumer behavior accounts for nearly two-thirds of global greenhouse gas