Minimalism

I've been developing an investment theme around what I perceive to be a cultural trend away from over consumption and toward minimalism. I've seen some signal strength in this direction, including the recent Time Magazine cover to the left. I've also invested in a couple of companies that give exposure to this theme (Energy Hub - home energy management system and American Biomass - wood pellets distribution for home heating), but I have yet to find any opportunities that provide direct linkage.

I guess it shouldn't be surprising that it's difficult to profit from a cultural shift towards reduced consumption? Any ideas are welcome.