How We Became a World of Consumers, from the Fifteenth Century to the Twenty-First
Paperback, 880 pages
Published March 28, 2017 by Harper Perennial.
The scope is too large for an in-depth treatment of “everything consumption” in several centuries but as an (although 1000p large) overview it is great. I particularly liked the historical perspective and how changes in consumption, politics, class distinction and people’s goals were intertwined over history, be it clothes in 17th century China or mopeds in post-war Germany.
Characterizing this book is hard - the first third is a chronology of commerce in the West, largely devoid of unique insight, while the last third is a standard 2010s era neoliberalism-curious, anachronistic review of the last ~40 years (there's weirdly a large section devoted to "fair trade" products). The middle of this book, however, is an exception, albeit flawed. There Trentmann does a comparative analysis of consumption norms in different developed parts of the world, demonstrating how norms of what constitutes a "decent" level of consumption is highly culturally contingent. He mostly shows his work here, bringing in quantitative metrics to back up observational data (this is mostly absent in the rest of the book, where, when numbers are used, they usually lack context).
Unfortunately there is a strange exoticization of East Asia - e.g. using Japanese words that literally mean the same thing as their English translation …
Characterizing this book is hard - the first third is a chronology of commerce in the West, largely devoid of unique insight, while the last third is a standard 2010s era neoliberalism-curious, anachronistic review of the last ~40 years (there's weirdly a large section devoted to "fair trade" products). The middle of this book, however, is an exception, albeit flawed. There Trentmann does a comparative analysis of consumption norms in different developed parts of the world, demonstrating how norms of what constitutes a "decent" level of consumption is highly culturally contingent. He mostly shows his work here, bringing in quantitative metrics to back up observational data (this is mostly absent in the rest of the book, where, when numbers are used, they usually lack context).
Unfortunately there is a strange exoticization of East Asia - e.g. using Japanese words that literally mean the same thing as their English translation - which distracts from the overall analysis. In addition, one can count on one hand the number of paragraphs on Global South consumption - in a book that runs at 880 pages, this is a massive oversight. However, if one focuses on that middle of the book (roughly chapter 7 through 11), this is a worthy read. Highly recommend
