Frank Trentmann, ‘Empire of Things: How We Became a World of
Consumers, from the Fifteenth Century to the Twenty-First’, 2016:
“We live surrounded by things. A typical German owns 10,000 objects. In Los Angeles, a middle-class garage often no longer houses a car but several hundred boxes of stuff. The United Kingdom in 2013 was home to 6 billion items of clothing, roughly a hundred per adult; a quarter of these never leave the wardrobe. Of course, people always had things, and used them not only to survive but for ritual, display and fun. But the possessions in a pre-modern village or an indigenous tribe pale when placed next to the growing mountain of things in advanced societies like ours. This change in accumulation involved a historic shift in humans’ relations with things. In contrast to the pre-modern village, where most goods were passed on and arrived as gifts or with the wedding trousseau, things in modern societies are mainly bought in the marketplace. And they pass through our lives more quickly.
In the last few hundred years, the acquisition, flow and use of things – in short, consumption – has become a defining feature of our lives. It would be a mistake to think people at any time have had a single identity, but there have been periods when certain roles have been dominant, defining a society and its culture. In Europe, the High Middle Ages saw the rise of a ‘chivalrous society’ of knights and serfs. The Reformation pitched one faith against another. In the nineteenth century, a commercial society gave way to an industrial class society of capitalists and wage workers. Work remains important today, but it defines us far less than in the heyday of the factory and the trade union. Instead of warriors or workers, we are more than ever before consumers. In the rich world – and in the developing world increasingly, too – identities, politics, the economy and the environment are crucially shaped by what and how we consume. Taste, appearance and lifestyle define who we are (or want to be) and how others see us...”
“I thought it would be cool to have one, but now I just use it for storage.”
Artist: Drew Dernavich, The New Yorker, August 2016