adoption of a lifestyle in which sustainability is reflected in all aspects of consumers' behavior. Voluntary simplifiers' lifestyle is based around five key values: Material simplicity This involves consuming fewer products and services, and tending to seek out products that are resource efficient, durable, and with a reduced ecological impact. Human scale Following the principle of "small is beautiful" this favors working and living environments that are smaller, simpler and less centralized. Self-determination This means to meet one's needs, or even to influence what those needs might be, through a reduced reliance on large commercial businesses, or even large public-sector organizations. Ecological awareness People can change their behavior through marketing campaigns to encourage recycling and reducing emissions and the adoption of conservation of resources and reduction of waste in order to protect the environment. Personal growth This emphasizes satisfaction through experiences and development of personal abilities instead of through commercially provided consumption experiences. Many of the key traits of voluntary simplification have been exhibited in a less extreme, but more widespread way, through the phenomenon of "downshifting." Downshifting involves a change of lifestyle and consumption patterns that exchange a relatively highly paid/lower stress but more rewarding, and shifting to a lower level of material consumption but a higher level of quality of life and personal satisfaction. Sustainable consumption choices All types of consumption are not equally important in terms of their sustainability impacts. The European Environmental Impact of Product Project provides a rigorous analysis of research into the environmental impact of products consumed by households. The project's input/output-based methodology assesses 255 domestic product types against a wide range of environmental impacts. It concludes that 70–80% of total impacts relate to food and drink consumption; housing (including domestic energy use); and transport (including commuting, leisure, and holiday travel). Ideally, all aspects of our consumption behaviors and production systems will become oriented toward sustainability, but initially significant progress would be achieved through the following: Sustainable food and drink consumption choices—Consumption level that are more conducive to health; a reduced consumption of meat products due to their contribution to climate change; choosing organically produced and locally sourced, seasoned produce; and greater composting of biodegradable food waste Sustainable housing consumption choices—More emphasis on purchasing homes constructed using sustainable materials and choosing and creating homes with high levels of insulation and energy efficiency. This also involves energy usage within the home based on sustainable energy