Opinion: Is the ‘Consumerism Age’ On the Wane?

Published on: 19 Dec, 2018
Updated on: 21 Dec, 2018

By Martin Giles

When I was five, in 1960, my mother, who had become the main family breadwinner, had made such a success of her small wool and drapery shop that we could afford to move to a nearby detached house.

But although things were definitely looking up financially, the main reception room in our new home remained unfurnished for some time. I don’t think our situation was unique; material goods were probably, in real terms then, much more expensive.

Today, many of us complain that we have too much “stuff”, as if it is a problem not of our own making. All major towns now seem to have storage-unit warehouses where householders, having presumably filled their attics, pay money for more space to fill with stuff they don’t use. Our parents and grandparents, from more genuinely austere times, would laugh at such an idea.

Surely, if we needed a sign that consumerism has got out of hand this could be it.

We seem addicted to consumerism. We feel we need the latest gadget or fashion or we need to refurnish, not because things are worn out but because we want the latest thing or a change. When many manufactured goods are made where labour is cheap we can afford it, so we do it. And if something is broken our instinct is it can’t be cost-effective to repair. Who darns socks these days?

Charity shops are another sign of the trend. They are full of more stuff that others no longer want, or need, sometimes from house clearances from those who have died but whose relatives have already more than enough stuff of their own. But at least worthwhile causes are benefitting and canny shoppers can take advantage and recycle.

But if we are hooked on consumerism we are also hooked on “growth”. Growth, we are told, is the measure of success. We describe a lack of economic growth as a “recession”.

Governments who do not achieve growth are deemed to have failed. No matter the social or environmental cost, if the amount of money made has increased, regardless of how it is shared, they are deemed to have succeeded.

And why would they think anything else when they feel the next election depends on voters thinking that way. They believe the mantra, “It’s the economy, stupid!”.

Of course, the economy is important but should it be the only factor we consider? We all know that money does not equal happiness.

Another modern problem is population. Some give dire warnings of our planet’s apparently inexorable growth in population, now approaching eight billion (in 1960 it was just three billion) as well as the environmental effects of human activity on our climate.

We might think there is nothing we can individually do, although a lot of us in Guildford Borough try to do our bit by carefully recycling our waste. But is that enough? How many would give up one of our cars (most households in Guildford have more than one)? How many of us would stop buying things just because we can afford to?

One reader wrote this week that empty shops in the High Street coupled with a reported downturn in online sales might be a sign that consumerism is at last on the wane. I am not so sure.

But I do hope that when the plans for the redevelopment of North Street are finally agreed we are not left with an ugly white elephant. The town needs housing more than it needs retail space but a mixed development incorporating small affordable shops, the type independent traders can afford should be possible, shouldn’t it?

Key to any development will be aesthetic attractiveness. Tastes might differ and beauty might be in the eye of the beholder but many people come to Guildford because consciously or sub-consciously they like the town’s historic character epitomised by the High Street.

Large, out of scale, often unattractive, monolithic buildings are just another sign of consumerism out of control. Hopefully, their time is past.

Responses to Opinion: Is the ‘Consumerism Age’ On the Wane?

Jules Cranwell Reply

December 19, 2018 at 8:25 pm

I could not agree more. Personally I repair everything. My car is 55 years old, which I bought aged 17, and have maintained in tip top condition. I bought a clothes dryer second hand 32 years ago, and have kept it going with repairs to belts etc.

Unfortunately, the millennials require instant gratification. When they buy their first home everything must be new, from Ikea or Harrods, depending on means.

For my first home, rented overseas, I made all the furniture, or recycled used items.

This galloping consumerism appalls me, especially the impact on the environment, and it needs to challenged.
David Roberts Reply

December 20, 2018 at 11:34 am

Don’t be too hard on millennials. In my experience, they rather despise “stuff” and would rather spend money on “authentic” experiences – holidays, shows, meals out and other ephemeral leisure activities, which psychologists agree are a bigger key to happiness than material possessions. They’d often rather rent than have the responsibility of a mortgage, and are driving less than previous generations, preferring to go by bike or Uber than own cars. Boasting about what you do is definitely more fashionable than about what you’ve got. Here is also a reason for to the huge economic shift from goods to services that planners ignore at their peril. Shopping is no longer cool.
Jana Phillips Reply

December 20, 2018 at 11:37 am

It seems that shopping had become a family pastime, possibly due to a lack of other family or meeting-place activities. A “small is beautiful” approach to retail, catering for local independent businesses, mixed with library, Post office, play and social meeting places for all ages and reasonable access is what would help a sustainable Guildford centre.

We have two cars, would love to use public transport more but just don’t have the time to wait for the few services that run in our area.
A Atkinson Reply

December 20, 2018 at 11:55 pm

I think the shopping driven economy of the last 30 years is gone:

1. Space – people don’t have the space in new properties to have lots of stuff;
2. Rise of experience economy – more people want to spend their money on experiences (food, drink, concerts, holidays, travel, etc) versus stuff;
3. Generation rent have less need to buy stuff and even less desire to trudge it from place to place.
4. It’s becoming too hard and expensive to shop on the high street because of limited parking space and congestion. When I worked as a shop assistant in Manchester at a wine merchant, customers could pull up outside to put the case of wine in the book without getting a ticket.
Gordon Bridger Reply

December 22, 2018 at 7:41 pm

While there is diminishing demand for traditional consumer goods increased, prosperity has led to an increase in demand for services and different forms of “consumer” goods. Far more is being spent on services, travel and entertainment and, as we get older, care services are becoming increasingly important.

As living standards rise there is an understandable reluctance to take arduous manual jobs – which leads to employment of foreign labour.

Britain’s currently low unemployment rate which is not always appreciated is an impressive achievement – much income growth has been due to imported labour. However there is a net cost to using imported labour through pressure on social services, demand for housing and loss through remittances, and of course, social problems as those most adversely affected by imported labour are liable to resent this influx. A tricky problem.