In contemporary culture, minimalism is in. Whether it’s Marie Kondo-ing your closet, clearing your mind with meditation, or buying fewer items, minimalism has become a buzzword signifying mindfulness, taste, and eco-consciousness. The minimalist movement seems to be divided into three interlocking categories:

1. Material minimalism
2. Consciousness minimalism
3. Aesthetic minimalism

Material minimalism means having less stuff. It reached its cultural apex with the Marie Kondo craze in 2018-19 whereby people feverishly tossed every item out of their closet that didn’t “bring them joy.” It is also echoed in the sparsely decorated homes of the Kardashian-Wests and YouTube influencers. These empty spaces signify tidiness and mental clarity.

Minimal spaces are intended by their designers and curators to be windows into the resident’s mind and spirit. Consciousness minimalism is the mental and emotional counterpart of material minimalism: by de-cluttering mentally, emotionally, and spiritually its practitioners can achieve greater happiness, clarity, and productivity. Consciousness minimalism is practiced in many ways including meditation and yoga, fasting, and unplugging from technology. The hope is that by stripping away the noise and baggage of modernity, the minimalist will uncover a hidden well-spring of happiness and efficiency buried within.

Aesthetic minimalism binds material minimalism to consciousness minimalism. You could say material and consciousness minimalism are borne out of aesthetic minimalism, which, as an artistic and architectural movement, stripped away material ornamentation to uncover hidden beauty. Aesthetic minimalism moved from the art and literary worlds to day-to-day life through technology: the synthesis of form and function preached by Apple’s Johnny Ive or photo editing apps like Unfold and VSCO.

Taken together, these three forms of minimalism form a holistic worldview that is compatible with many ethical systems. Environmentalists, for example, can easily incorporate minimalism into their ethical system by stressing the importance of minimizing consumption (even though trends like Marie Kondo-ing have ended up producing huge quantities of waste). This portability is, perhaps, why minimalism has been able to transcend cultural differences and find expression in global online communities like Youtube and Reddit.

But is this minimalism business just corporate bullshit or, at best, a fleeting trend? There is absolutely evidence to support this. Youtube influencers, for example, will often post videos proclaiming the virtues of minimalism alongside videos hawking products or gushing over their latest luxury purchase. Minimalist advocates promote the instrumental value of minimalism for productivity. Ultimately, this is a story about more not less; minimizing or disengaging from certain tasks to prioritize others. It is easy to see how this view would find currency among younger Millenials and Gen-Zer creatives whose employment is more likely to be contingent on the ability to produce more work in less time.

Minimalism is also aspirational. These aspirations can be grand (having a massive modern apartment like the Kardashian-Wests) or more moderate (having a clean closet). This aspirational element is why minimalism is largely defined by a salespeople who project success, orderliness, and contentment. It’s the ultimate “one neat trick” that will simultaneously allow you to be more successful and happier in less time.

It is no coincidence that the minimalism craze is happening at this moment. Minimalism promises that you can gain control over your life without superhuman intelligence or work ethic. In a world defined by political disorder, climate catastrophe, and economic inequality, minimalism promises that with the right habits you can overcome barriers to happiness that stand in your way. It is also a response to the pressure to be always “on” made possible by flexible work scheduling and mobile technology.

Still, minimalism is an insufficient response to the challenges of contemporary society. In blames individuals for social failings and fragments collective action against social ills by emphasizing individual betterment instead of solidarity. Real, lasting change requires a movement, not minimalism.