Cocooning, neo-nomadism, minimalism, slow living, precycling, and freecycling are six unconventional lifestyles that are currently gaining significant traction. The book illustrates how these lifestyles influence consumer behavior and what relevance this has for businesses. The author dedicates a separate chapter to each lifestyle, explaining the fundamental behavioral motives of consumers. Readers will learn about the specific feelings associated with each lifestyle and what developments may arise from them in the future. Finally, the book outlines the impact of these lifestyles on the options available to businesses and proposes concrete marketing strategies. Each chapter concludes with a summary that encapsulates the key aspects. Therefore, it is intended as a scientifically grounded guide and argumentation aid.