Londoners flee rat race

Getting out of the rat race is a recurring dream for many working people.

And, increasingly, they are acting on their urge, according to a new report.

Whether it is taking a lower-paid job that frees up more time for the family or simply buying fewer products, millions are aiming for a simpler life.

For some, the shift is radical. The number of Europeans quitting work, moving house and completely opting out of the consumerist lifestyle is estimated to have risen by a fifth to almost 2 million in the past five years.

But far more are simplifying-their lives by reducing work or consumption levels, according to market analyst Datamonitor.

Its report, called Simplicity, claims there are now 12 million such 'downshifters' in Europe, up from 9.3 million in 1997.

Work overload and better communications that quicken the pace of life, such as e-mail and mobile phones, are blamed.

People are also exposed to more marketing messages that ever - an estimated 1,600 a day in Britain. 'Too many demands on time, too much information and too many choices leave many feeling burned out at the end of a day,' said Datamonitor's Dominik Nosalik.

'This is leading some to reassess what really matters - is it to earn and spend more, or is it to focus on family, relationships and other human values.'

As the trend towards simplicity gathers pace, Datamonitor says it will create a multi-billion-pound market. By 2007, 50 million Europeans will be opting for 'simpler versions' of brands such as skincare and hygiene products, it believes.