Research
Mostly by The Australia Institute
Downshifting research references
The list below are some of the sources in the research reports presented here.
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Social Implications of the Downshifting Phenomena
(Source: Australia Institute: Downshifting in Australia)
The decisions of downshifters are taken under the influence of powerful social and cultural currents, shaped to an unprecedented degree by the symbols provided by the market and the ideology underlying modern consumer capitalism. Evidence suggests that the decision to downshift requires a process of unshackling oneself from overriding social expectations which are manifested at the broadest level of society and which seep down to the personal reactions of intimate friends and family.
Since downshifting is now such a numerically significant phenomenon − it is a choice made by nearly a quarter of adult Australians (23% of those aged 30-59), and similar proportions in the USA (Schor 1998; Ray and Anderson 2000) and Britain (Hamilton 2003b) − it has become a social force. Already, marketing companies are advising their clients on how best to pitch their messages to these ‘anti-consumers’. In recent years, several books have appeared to cater to the downshifting trend, mostly ‘how to’ manuals, but also some serious social analysis (e.g. Drake 2000; Etzioni 1998). Downshifting is not yet a conscious political force, although the shift in priorities of this segment of the electorate must be beginning to influence voting patterns.
Perhaps before it becomes a political force, the social critique adhered to by most downshifters, whether explicitly or after some consideration, will need to be debated more widely. There is no doubt that aspects of this critique are widely held in the community amongst those who have not contemplated downshifting. For example, 83 per cent of Australians agree that our society is too materialistic, with too much emphasis on money and not enough on the things that really matter (Hamilton 2002) and most would recognise, with resignation, the Deferred Happiness Syndrome described earlier (see Others’ Reactions under What Pressures Have to be Overcome).
In a sense downshifters differ because they have taken this critique and acted on it in their personal lives by reordering their priorities. In other words, rather than society perceiving the notion vaguely as ‘out there’, downshifters think about what it means for their own decisions. Thus, in the words of one downshifter, Franco:
I think that because of the changes I have gone through I live more consciously and I believe that this will help my transition into living with less money. I have thought a lot about marketing and consumerism and I am now more conscious of the effect that these have on me. This in turn has affected my politics [emphasis added].
In a world where we are unconsciously, or semi-consciously, influenced by powerful forces to behave and think of ourselves in certain ways, living more consciously is a radical act. It is clear from the research that for most downshifters the change is one which involves taking control of one’s life and living more consciously, and that making the change takes courage. This is paradoxical in a society that celebrates individual freedom and which, over the last two decades, has been dominated by the politics of neoliberalism that deifies consumer choice. Why does it take an act of courage to choose to devote less time to earning money and acquiring things and more time to other pursuits?
If people today are the authors of their own lives, why do they hesitate for so long before writing the next chapter? The answer is that, despite all of the rhetoric, only certain forms of choice are socially permissible, those that are consistent with acquisitiveness and the desire to get on. The result, as we have found, is that downshifters lose friends and lose status and their relationship to society changes, sometimes in a fundamental way. This is why it takes courage to decide to work less or take a lower-paying job. At the same time, downshifters often forge stronger friendships with supportive others and create lives that, for them, are more autonomous and fulfilling.
We know that downshifting is already widespread in Australia, and it appears that downshifters are more willing to ‘come out’ and defend their choices, suggesting that soon downshifting will no longer be seen to be an act of defiance. It will become an ordinary decision rather than a daring one. At that point, we will know that modern consumer society has undergone a far-reaching change.
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Downshifters’ Retrospective Reflections
(Source: Australia Institute: Downshifting in Australia)
Are downshifters happy with the change? (%)
Difficulties
The early period of adjustment to the new financial situation was difficult for some, for example the inability to indulge in certain forms of ‘luxury’ spending, such as, in one case, being able to buy presents for friends, or to have the occasional ‘splurge’. The spontaneity that having plenty of money permits is replaced by greater financial discipline, requiring downshifters to change the way they think about household finances.
The only real difficulty is when bills come in and you think: ‘How am I going to juggle this one?’ I wouldn’t actually say it was a difficulty, rather something that has to be managed. It’s become easier and easier as I’ve become better at it (Andrea, 46).
These anxieties are often more acute if the downshifter moves to a position without a regular salary. Timothy (33), who resigned from a highly paid corporate position and plans to work in the not-for-profit sector, said:
I miss the regularity of income; not so much the amount but the fact that it was there every couple of weeks, without thinking too much about it.
Most downshifters find that they have to be more careful in their spending, to plan more effectively and to exercise more discipline over that part of their lives. It is true to say, however, that the anxiety they feel about a substantial reduction in income is remarkably mild given the extraordinary emphasis society places on financial security. Downshifting represents a psychological transformation in which money and material things are relegated to a greatly diminished role in life’s priorities. In other words, adopting a different relationship to money is an essential part of the ‘contract’ that downshifters have with themselves.
Other changes present challenges too. While many found instant liberation, for some casting off an entrenched work ethic and adjusting to a different pattern of daily life was difficult. Andrea was interesting on this subject:
Perhaps the only difficulty has been stopping the sense of guilt, because when we made the change we both felt huge guilt about sitting and having a cup of coffee at 10.30 in the morning. … Allowing yourself to be who you really are took a lot of doing, shedding all that indoctrination and the social expectations, that was probably the toughest.
Others have trouble adjusting to a new daily pattern. One reported that he wanted to take the opportunity to sleep in but that ‘wasn’t easy to do’. Another had the opposite problem: without the discipline of regular work he has to force himself to get up. In the case of those who give up regular full-time work, some report missing the social interaction of their former jobs and often seek alternatives through seeing more of their friends or working in community organisations. Others miss the intellectual stimulation. Patrick, who had resigned as a political adviser at 46, observed:
I get intellectual stimulation from discussing things with my friends, keeping my ears open, listening to the radio and reading. I make a conscious decision to dig out friends for some dialogue over lunch. I have lost a lot of intellectual discipline and some other things, but I don’t consider that those things make me a worthwhile human being.
Benefits
When asked to reflect on the benefits of downshifting the responses were dominated by references to relief and a new sense of personal freedom. Several talked of rediscovering the ‘joy of living’. Fiona (52) described the experience as ‘exciting rather than frightening’ and, although she sometimes feels exhausted, most of the time she feels ‘exhilarated’. ‘The sense of relief has just got better and better’ (Andrea, 46). ‘I don’t have to wear ties anymore’ (Timothy, 33).
Many returned to the theme of taking control of their lives, of being able to make real life choices.
We now live by choice. What time will we get up? What shall we do today? We’re not driven by external events’ (Andrea, 46).
It’s a more relaxed lifestyle, less stressful. In many ways, you’re in charge of your own destiny (Paul, 44).
Downshifters often observe that the change opened up their lives to new opportunities that would formerly have been closed off to them. A few find the responsibility that goes with the freedom hard to cope with, although if this sense is too strong it seems to deter people from opting for the downshifting path. Many talk of changing sleep patterns and most talk of the slower pace of life.
People don’t have time to chat anymore, and we used to be like that too. But our whole pace of life has slowed down. I even drive more slowly now. I don’t know how I ever had time to work. Now I can listen to the birds, smell the roses (Andrea, 46).
For others the slower pace makes life less stimulating, although the time freed up can be devoted to creative and healthy pursuits such as being in nature and fulfilling musical ambitions.
Regrets
A uniform chorus of ‘no’ was the response from downshifters when asked if they had any regrets. Some wished they had done it earlier and most believe it’s not for everyone, so prospective downshifters should think carefully and honestly about what’s important to them before attempting to downshift.
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Australia Institute Report on Downshifting
Most of the research on this site comes from an Australia Institute report authored by Clive Hamilton and Elizabeth Mail: Downshifting in Australia: A sea-change in the pursuit of happiness January 2003, The Australia Institute.
The summaries here are written by Samantha Graham of Stormlight Consulting.
Much of this material, and similar work, is available in Clive Hamilton's most recent book Affluenza.
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How do other people react to downshifters?
(Source: Australia Institute: Downshifting in Australia)
Deferred Happiness Syndrome
Some downshifters identified what might be called the Deferred Happiness Syndrome, a state where people persist for years in miserable and stressful jobs while always telling themselves they are preparing for a later time when they will be able to find a way of life that will make them contented and fulfilled. For most, the rewards never come. Downshifters may be thought of as those who have decided to defer their happiness no longer. Understood this way, it is not surprising that some downshifters attract resentment for ‘bailing out’ early.
The accusation of selfishness from some is in sharp contrast to the beliefs of downshifters themselves who see their decisions as motivated by the desire to give more to their families rather than less. But they are giving more time and affection. In one focus group, a downshifter who had been accused by friends and focus group members of ‘bludging’ put it this way:
‘A BMW won’t give you a hug or draw you a picture’
So while many downshifters say they made the change in order to spend more time with family and friends, some friends and family members are skeptical and even antagonistic. This difference between downshifters’ motives and some of the reactions of those around them reflects the most fundamental feature of the downshifting phenomenon, a change in personal values in which financial and material success is no longer the dominant motive. It spills over to everyday reactions. A young mother at one focus group told of how her friends are ‘amazed’ when they find that she does not own a microwave oven. There is a powerful, indeed overwhelming, assumption that everyone is committed to acquiring the best material lifestyle they reasonably can. The feelings of bewilderment and derision are typical responses to downshifters’ decisions to flout this convention.
This is a fascinating commentary on the nature of the ‘market society’ that has developed over the last three decades. The spread of market values and consumerism reflects and reinforces a wider social shift towards individualism. Political leaders have promised more ‘choice’ and say they want to transfer responsibility from government to individuals. But it seems that only certain forms of individuality are acceptable, so that those who make individual choices to reject the dominance of market values in their own lives are characterised as ‘crazy’ or irresponsible. This attitude is also held by many who recognise the more intense pressures people are under today, yet there is a view that people should be stoical and put up with the stresses for the sake of others. Some critics of downshifting argued that people should not reduce their incomes deliberately because they will pay less in tax.
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What pressures do downshifters have to overcome?
(Source: Australia Institute: Downshifting in Australia)
In contrast to the pressures in favour of downshifting, several factors make the decision to downshift more difficult. Many parents are anxious about providing adequately for their children to give them a head start in life in ways that are expensive. Some feel obliged to work long and hard in order to afford private schooling and to put their children through university without a HECS debt at the end. This factor may work at a subtle level as occurs when parents feel they want their children to be able to match their peers in living standards and access to ‘stuff’ (see the analysis by Pocock and Clarke 2004).
Another subtle but persistent pressure to overcome is the common perception held by those who have not made a change, that downshifting is a ‘selfish’ act. However, the research shows that people’s hostility and incomprehension towards downshifters are mixed with envy and, in some cases, a hidden resentment because, in the words of one critic, they ‘have the courage to change’ while their critics do not. For them the decision is seen as one taken for one’s own sake, to give oneself an easier life. (See more on Others’ Reactions).
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How are we downshifting?
(Source: Australia Institute: Downshifting in Australia)
Downshifters adopt a number of strategies that include:
- Reducing the hours of work
- Changing to a lower paid job
- Stopping paid work or
- Changing careers
Women are more likely to stop paid work and men are more likely to change careers while downshifters with children are more likely to reduce their hours of work or stop paid work altogether. Changing careers sometimes follows unsuccessful attempts to reduce hours in a previous job, and may mean moving from a high-pressure corporate environment to the non-profit sector, or to running one’s own business.
How are Australians downshifting (%)
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Why are people downshifting in Australia?
(Source: Australia Institute: Downshifting in Australia)
Why are we downshifting?
The research suggests several primary motivations for downshifting, which combine to provide the impetus for change:
- Balance A desire for a more balanced life with more time for family.
- Values The wish for greater congruence between personal values and those of the workplace.
- Fulfillment The search for a more fulfilling life, one that provides inner contentment and self-acceptance .
- Health The search for a healthier lifestyle, precipitated by ill-health, resulting either from accumulated stress over time or a sudden health failure .
Individuals who make the choice to downshift usually stress that they are not dropping out of society. Nor do they see themselves as part of a movement, but simply as individuals who want to make a change to the balance of their lives.
Householders with children are much more likely to downshift in pursuit of more time with their families, while those without children are much more likely to be motivated by the desire for more balanced and healthier lives. While all income groups stress more time with family, high-income downshifters are much more likely to mention the desire for personal fulfilment, and those on low incomes are more likely to stress a healthier lifestyle.
Why Australians downshift (%):
Typically, downshifters make the decision for a combination of these reasons and for most it was a considered and gradual process involving an array of factors. None stated only a single reason for their decision.
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Who is downshifting in Australia?
23% of Australian adults aged 30-59 have downshifted over the 10 years prior to 2003, which equates to nearly 2 million people. The proportion rises to over 30% (2.5 million people) if those returning to study or setting up their own businesses are included. Men and women, people in their thirties, forties and fifties, and families with and without children are just as likely to make the life change (Hamilton and Mail, 2003).
As part of their study, Hamilton and Mail commissioned Newspoll to conduct a national survey to determine the extent and nature of downshifting in Australia. Undertaken between November 29th and December 1st, 2002, a representative sample of 981 respondents between the ages of 30 and 59 were surveyed. The study found that downshifters were as likely to be blue-collar workers as white-collar workers. Proportionally, there are more downshifters on low incomes (less than $30,000 following their transition) than on high incomes (over $60,000 following their transition), however in absolute terms, there are more high-income downshifters than low-income ones.
Proportion of each income group who are downshifters (%)
(Source: Australia Institute: Downshifting in Australia)
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What pressures do downshifters have to overcome?
(Source: Australia Institute: Downshifting in Australia)
In contrast to the pressures in favour of downshifting, several factors make the decision to downshift more difficult. Many parents are anxious about providing adequately for their children to give them a head start in life in ways that are expensive. Some feel obliged to work long and hard in order to afford private schooling and to put their children through university without a HECS debt at the end. This factor may work at a subtle level as occurs when parents feel they want their children to be able to match their peers in living standards and access to ‘stuff’ (see the analysis by Pocock and Clarke 2004).
Another subtle but persistent pressure to overcome is the common perception held by those who have not made a change, that downshifting is a ‘selfish’ act. However, the research shows that people’s hostility and incomprehension towards downshifters are mixed with envy and, in some cases, a hidden resentment because, in the words of one critic, they ‘have the courage to change’ while their critics do not. For them the decision is seen as one taken for one’s own sake, to give oneself an easier life. (See more on Others’ Reactions).
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