Understanding the Downshifting Phenomenon: A Case of South East Queensland, Australia

A quality of life survey of a sample of households across the Brisbane‐South East Queensland region has identified about 28 percent of people as ‘downshifters.‘ They are defined as people who voluntarily make a long‐term change in their lifestyle – other than planned retirement – which reduces income and adjusts their lifestyle conditions. A typology of downshifters is developed on the basis of their motives for downshifting and their socio‐economic and demographic characteristics using a Two Step Cluster Analysis. Results indicate that the social and economic circumstances and the reasons and methods of downshifting tend to vary substantially across the clusters.