They want something that lasts. Fourth we need to emphasise function over symbolism. Downshifters are finding symbolic meaning outside of the consumer sphere, unlike people trapped in work and spend. They want function in there products, so we can stop advertising. And finally downshifters are less oriented to speed and convenience.
Time is what they have.
They have gone from the ranks of the time poor and the money rich to the ranks of the time rich and the money poor. I think we are to pay attention to that.