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Enoughness
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Enoughness represents a concept of consumerism wherein a conscious decision has been made to reject the notion of a need to upgrade or improve a current level of material comfort or lifestyle. The term was first used in this context by Futurist Marcus Barber following global research into consumer trends in 2008, although the term has been used to encapture the thinking of British Economist's work Small is Beautiful although it is not known if Schumacher used the term himself. The core condition for Enoughness is that the individual has sufficient choice over being able to consume or not, and sees no value in doing so. Enoughness displays aligned though different characteristics to Philanthropy ; Simple Living; Satisficing and Altruism Barber first raised the concept of Enoughness in a public forum in 2008 while working with the development arm of the City of Greater Dandenong, when discussing emerging issues in manufacturing. He has also used the term when discussing Bio fuels and Global starvation, credit issues aligned to Christmas spending, and global happiness. What Enoughness is not: Enoughness is not Philanthropy, wherein a well placed individual or organisation hand selects certain causes or persons to be recipients of their generosity or support. Enoughness is not Altruism, wherein an individual chooses to go without now, so that another may have now. Enoughness is not 'satisficing' as there is a stronger sense of personal choice, rather than any tone of begrudging acceptance given choices available Enoughness is not 'anti-materialism' in the sense that there is a withdrawal from a marketplace in the typical consumer model or a distinct shift against the idea of materialism in any form. Distinct Characteristics Barber suggests that for Enoughness to exist, there can be no forced coercion of the decision process due to strained economic conditions. Where an individual is faced with a forced down-grade in economic conditions, there is minimal control over the decision to consume or otherwise, and in such circumstances, this cannot be said to meet the conditions of Enoughness. Although it may be possible to learn about Enoughness when faced with such economic conditions, the test for Enoughness will arise only when the consumer has a choice over whether to upgrade their current material possessions. Enoughness consumers do not reject the idea of consumerism for others, or decry consumerism itself. They have simply developed the position that their current array of material goods 'are enough' even though they are likely to be in an economic position to upgrade them, should they choose to do so. Recent books discussing consumers, futures and economic development have also picked up on the Enoughness thread. These are and 'Resilience and the Future of Everyday Life' Barber suggests that his research shows that the strongest signs of Enoughness exist in Scandinavian countries but also warns that there is insufficient research scope or depth to warrant the idea being tagged as a Consumer Trend. At best it would fit a pre early adopter position. See also 'The Continued Rise of Enoughness' Stephen Aguilar-Millan of the European Futures Observatory (4) has also discussed Enoughness though likens it instead to Satificing. 
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