Consumers are becoming far more minimalistic according to UW-Green Bay faculty Assistant Professor of Marketing, Aniruddha Pangarkar, who recently had his research paper titled “Minimalism in Consumption: A Typology and Brand Engagement Strategies” published in Journal of Business Research, a top-ranked (A level) and highly prestigious academic business journal. He found that consumer patterns are changing and consumers are not engaging nearly as often in indiscriminate or impulse purchases. Through practicing minimalism and decluttering their homes, consumers are able to discover happiness, reduce stress levels, improve the quality of their lives, and experience well-being. The topic of the paper is highly relevant and germane given the COVID-19 pandemic and consumer focus on wellness. Pangarkar’s paper contributes to the literature through developing a typology of different kinds of minimalistic consumers, thereby providing actionable strategies that firms can implement to engage and target these diverse consumer groups. Pangarkar’s research paper is available for free to view or download.