Thorstein Veblen warned against the conspicuous consumption of the materialistic society with The Theory of the Leisure Class (1899); Richard Gregg coined the term “voluntary simplicity” in The Value of Voluntary Simplicity (1936). From the 1920s, a number of modern authors articulated both the theory and practice of living simply, among them Gandhian Richard Gregg, economists Ralph Borsodi and Scott Nearing, anthropologist-poet Gary Snyder, and utopian fiction writer Ernest Callenbach. E. F. Schumacher argued against the notion that “bigger is better” in Small Is Beautiful (1973); and Duane Elgin continued the promotion of the simple life in Voluntary Simplicity (1981). The Australian academic Ted Trainer practices and writes about simplicity, and established The Simplicity Institute at Pigface Point, some 20 km from the University of New South Wales to which it is attached. A secular set of nine values was developed with the Ethify Yourself project in Austria, having a simplified life style in mind and accompanied by an online book (2011). In the United States voluntary simplicity started to garner more public exposure through a movement in the late 1990s around a popular “simplicity” book, The Simple Living Guide by Janet Luhrs. Around the same time, minimalism (a similar movement) started to also show its light into the public eye.