Frank Trentmann on Consumerism

Summary

The video explores the evolution of consumption, tracing its roots from the post-World War II era to the present. It discusses the shift from a needs-based society to one focused on material wants, highlighting theories like Galbraith's 'affluent society' and Veblen's 'conspicuous consumption.' The narrative also connects the rise of consumer culture to historical events, such as the abolition of slavery, and emphasizes the role of social spending in promoting mass consumption. Ultimately, it questions the sustainability of our consumption patterns and suggests that understanding the history of consumption is essential for addressing future challenges.

Takeaways

• 😀 France generates 25 kilos of electronic waste per person annually, reflecting a growing issue of waste management.
• 😀 The concept of the 'Affluence Society' describes a shift from need-based cultures to those focused on material wants and personal satisfaction.
• 😀 Conspicuous consumption suggests that people use material possessions to showcase wealth, leading to increased debt and environmental pollution.
• 😀 Historical consumption trends began to accelerate in the 16th and 17th centuries due to expanding trade and new consumer cultures in Europe.
• 😀 The rise of European empires and Atlantic trade significantly impacted the growth of consumer culture, especially in Britain and Holland.
• 😀 Social spending by states has played a crucial role in lifting households into consumer society, particularly post-World War II.
• 😀 The late 19th century saw a transformation where material possessions became central to individual identity, as highlighted by philosophers like William James.
• 😀 The anti-slavery movement shifted societal values from demonstrating power through slavery to showcasing wealth through goods.
• 😀 Despite claims of 'peak stuff,' consumption continues to rise, especially in developed countries like Sweden, challenging notions of declining materialism.
• 😀 Addressing sustainability requires a comprehensive understanding of the history of consumption, recognizing the influence of states and social movements.

Q & A

What is the significance of the term 'Affluence Society' as discussed in the script?

The term 'Affluence Society' describes a societal shift in the United States after World War II, where cultures transitioned from being organized around basic needs to focusing on material wants, leading to increased personal debt and environmental pollution.

How does Thorstein Veblen's concept of 'conspicuous consumption' relate to modern consumer behavior?

Veblen's concept suggests that individuals, especially the wealthy, use material possessions to display their wealth and status. This desire extends to the middle class, which tries to emulate the rich, thereby driving the demand for larger and more luxurious items.

What historical context does the speaker provide to illustrate changes in consumption patterns?

The speaker discusses the post-war period in Germany, where despite basic needs, a young girl expressed a desire for fashionable goods, indicating that material desires existed even in challenging circumstances.

What role did imperialism and trade play in shaping consumer culture according to the script?

Imperialism and trade, particularly the Atlantic trade, facilitated the flow of exotic goods into Europe, which spurred a new consumer culture characterized by the desire for these imported items.

How did urbanization and economic changes contribute to increased consumption in the 16th and 17th centuries?

Urbanization led to a higher concentration of people living in cities, resulting in more shops and commercial spaces. Economic changes, including higher wages, provided individuals with more disposable income, enhancing access to goods.

What was the perspective of philosophers like William James and David Hume on material possessions?

William James suggested that individuals have a 'material self' composed of their possessions, while David Hume argued that modest luxury can promote curiosity and innovation, benefiting society as a whole.

How did department stores evolve by the late 19th century, and what was their significance?

Department stores positioned themselves as 'commercial museums,' showcasing a variety of global products, thus enhancing consumer experience and encouraging mass consumption.

What is the connection between social spending by states and consumer participation?

Social spending, including public services and transfers, provided essential resources that enabled poorer populations to participate in consumer society, allowing for greater access to goods.

What criticisms does the speaker make about the idea of 'peak stuff' and zero growth?

The speaker argues that 'peak stuff' is not supported by data, as consumption continues to rise. Zero growth is criticized as an inadequate solution for sustainability, suggesting instead the need for green growth to manage consumption effectively.

What is the overall message regarding the historical context of consumption that the speaker conveys?

The speaker emphasizes that consumption is shaped by historical processes involving social movements, state interventions, and economic factors, advocating for a deeper understanding of these influences to address sustainability challenges.