In an early 2019 Briefing titled “Less of This, More of That,” we suggested that a significant change in consumer priorities was under way. We wrote, “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.” Among other examples, we suggested that one of those shifts was an increased focus on creating less waste while spending more money and time on sustainable goods and practices.