Can sufficiency become the new normal? Exploring consumption patterns of low-income groups in Norway

Sufficiency has gained increased attention within sustainable consumption research in recent years. Often presented in opposition to guiding principles like efficiency, which discuss sustainability issues alongside ideas of economic growth, sufficiency offers alternative sustainability pathways that highlight the need to reduce consumption. This paper discusses the interrelation between sufficiency principles and consumption patterns of low-income groups, exploring how sufficiency could support the needs of vulnerable groups in society. Low-income groups use fewer material resources than high-income groups due to their comparatively limited economic resources. However, low-income groups at risk of relative poverty are also vulnerable to various factors that can significantly impact their health and wellbeing. Studying low-income groups offers possibilities for understanding the work that goes into establishing sufficiency-oriented practices and the potential pitfalls of the sufficiency discourse. Through our qualitative study of low-income groups in Norway based on focus groups and interviews, we identify three different characteristics relating to sufficiency. First, sufficiency as a necessity, pointing to situations where lack of economic resources forces low-income groups to consume frugally; second, sufficiency as opposition, where low-income groups pursue sufficiency goals because they do not identify themselves with mainstream growth narratives and consumption patterns; and, third, sufficiency as reframing sustainability, where sufficiency arguments give value to low-consumption patterns positioned against technology-centred and green consumerist narratives about sustainability.