Consumers are becoming comfortable with buying and having less, even as they seem to be finding all kinds of activities that entertain them more. In the decades following the Second World War, during which time the Dispersed Wealth Grand Narrative held sway, Americans pursued growth at any cost – more clothes, flashy brands, larger houses, bigger profits, more energy, more comfortable cars and on and on. “More” was a mantra, and as a result, costs in terms of personal lives and the environment became substantial. As that Grand Narrative fades into history, new ways of thinking and operating are surfacing, and as a result, a new dynamic has emerged between less and more. An increasing number of individuals and companies are shifting the kinds of things they want less of and the kinds of things they want more of, and that shift is becoming critical in consumer markets. A survey of this dynamic has revealed the following examples: Less Stuff, More Access; Less Waste, More Sustainability; Less Consumerism, More Restraint; Less Aspiration, More Pragmatism; Less Stress, More Calm; and Less Rejection, More Adoption. Together, these shifts in behavior and personal preferences highlight a subtle but ongoing restructuring of the role citizens, consumers and employees play in society.