Frugal lifestyle increasingly embraced as a social identity

Jakarta (ANTARA) - Indonesian anthropologist Prof. Dr. Semiarto Aji Purwanto believes that frugal living is increasingly accepted among the younger generation because it is no longer viewed as a symbol of deficiency, but rather as part of presenting oneself and a modern lifestyle.

“Now frugality is a conscious choice, because we simply want to be frugal, not wasteful,” Semiarto told ANTARA on Friday.

According to the Professor of Anthropology at the University of Indonesia, frugal living today is no longer merely interpreted as an effort to reduce expenses, but has evolved into a new social value that emphasises reasonable and non-excessive consumption.

“What is spent and what is obtained. Spending at a reasonable price, that is fair, and getting what is expected,” he said.

Semiarto stated that this change is also influenced by the emergence of new ethics in urban society that is beginning to avoid excessive consumption behaviour or overconsumption.

According to him, frugal living today is also related to aesthetics and the way the younger generation builds their self-image in public spaces and on social media.

“Now talking about appearance, it’s clean, neat, simple, that’s cool,” Semiarto said.

“Frugal living is not just about being frugal or stingy, but it’s a way we present ourselves in public,” he added.

Semiarto assesses that there has been a change in consumption values among the younger generation, from previously being oriented towards status symbols and flaunting luxury to emphasising self-discipline and more conscious consumption.

“In anthropological terms, we call it reframing, reconfiguring consumption values from merely showing off status to self-discipline,” he said.