DanishMM: I am interested in what happens with your friend, and if he makes any progress.
I know someone in a similar-but-not-sinking boat, where she is nearing retirement, and would be in better shape if she would look at her spending patterns. 10 years ago I was reading David Bach books, and she was interested enough to get one, and "pay herself first" 10% into retirement funds. So that was good.
However, the next step of tracking spending patterns is hard to get a person to do. I referred her to YMOYL, but she didn't want to read it. People get really worried that you are telling them to budget, and that is where the "feeling deprived" comes in.
I know a lot of people who are frugal, and none of them has a budget. Most try to cut expenses in categories they don't care about, so that they can spend on things they do care about. People go about it for different reasons, and in different ways.
In my case, it is all about making my life simpler and creating simple processes. For example, I recently changed the process of how I buy a certain category of items, making it a planned process of buying the items every 6 months online in a few big purchases. I ended up buying the same items I haphazardly bought in stores (at full price), but saved a lot of time, and surprisingly saved 30% $$.
I like what DocCyane said about "Talk about simplifying, down-sizing, being less destructive to the earth." It would help if you can find something that resonates with your friend - that is the best way to go about it.
Also you said that your friend was trying to change things. What things has he changed so far?