-
Professor Frank Trentmann, Birkbeck College, University of London
For five years the AHRC and the ESRC (Economic and Social Research Council) co-funded a major multi-disciplinary research programme on the Cultures of Consumption. This programme (2002-2008) aimed to deepen our understanding of consumption and consumers by exploring the dynamics of consumer cultures, past and present, and by highlighting political, economical and cultural implications for the future.
Led by Programme Director Frank Trentmann, Professor of History at Birkbeck College, University of London, the Culture of Consumption programme brought together researchers from the social sciences and the arts and humanities across 26 research projects, exploring the changing dynamics of consumption and their implications for the future. Investigations in the projects covered a range of important subjects from consumerism in public services in the UK to multi-national retailers in China; London's fashionable West End to global consumer politics.
The aims of the Cultures of Consumption Programme were:
- to understand the practice, ethics, and knowledge of consumption>
- to assess the changing relationships between consumption and citizenship
- to explore consumption in the domestic sphere
- to investigate alternative and sustainable consumption
- to develop an interface between cutting edge academic research and public debate.
Key Research Outcomes:
Further to the research programme Professor Trentmann believes that there are four key outcomes that are worthy of dissemination. These are:
- Diversity continues in our global age - despite conventional wisdom that globalization means global convergence the research programme
produced no evidence that we are moving towards a shared global culture. In fact research showed on-going divergence between nations. For example, though reading had been declining in the United States in recent yeas, in France and Britain more people now read books than thirty years ago. Therefore local values and habits have remained important.
- Consumers are citizens too - research shows that Britons are increasingly assertive and less deferential in their relationships with public and professional services. The growing availability of information on the internet has made many more assertive, wishing to be treated as informed equals by their GPs and financial advisors. At the same time, users dislike being treated by 'consumers' of health and social care or policing. Less that 5% of users and providers indentify themselves as 'consumers' - most prefer 'member of the public or local community'. People, too, are not just concerned about their own needs. Voice is as important as choice.
- Consumers care - Ethical consumerism is sometimes seen as a retreat from 'real' politics, a soft politics in the lower key of individualist lifestyle. This fear may be unwarranted. One case study in Bristol finds that ethical consumerism functions as a pathway into broader political engagement. The potential of ethical consumption campaigns to change individual life-style, however, must not be overrated. These campaigns are more effective at the collective level, such as the creation of Fairtrade cities. As individuals, people feel easily overwhelmed by appeals to change their own lifestyle to save the planet. Conventional attacks o excessive consumerism backfire if they assume consumers are manipulated and have "false needs" or if they assume consumers are manipulated and have "false needs" or it they imagine a return to some mythical "natural" way of life. It might be more effective to place a positive emphasis on the sensual and spiritual pleasures of a different lifestyle, say, one less dependent on cars, noise, and traffic jams.
- Pay more attention to diversity - In the UK, the baby boomer generation born immediately after the Second World War have carried the new experiences of the Sixties, such as popular music and greater travel abroad, with them as aging consumers. Cosmopolitanism is a central pat of their identity. they think of themselves closer to their wealth rather than in saving and passing it on. In the 1960s older people's consumption patterns differed sharply from the rest of society. Since then, the ownership of consumer goods has converged. Still, baby boomers are not a homogenous generation. They are differentiated by income, housing, health, identity, and values. Cosmopolitanism is closely linked to level of education.
Professor Trentmann has published a paper that goes into more detail on these four points and is available from the Cultures of Consumption website.
Public Engagement
In addition to numerous lectures, and the publication of many books and papers on the research undertaken as part of the Cultures of Consumption research programme, a day long event was recently organised in London to mark the end of the majority of the research projects.
To celebrate the successful end and outcomes of this exceptional research programme this event was held at the ICA on the afternoon of June 27th 2007. The event included a debate as well as an exciting 'bazaar' that showcased the research findings of the twenty six projects with exhibits, games and tastings.
The round table debate took place in the evening and looked at how consumption is changing our lives. Over 150 people attended the debate chaired by BBC economics editor Evan Davies. The speakers included:
- Sir Terence Leahy, Chief Executive, Tesco plc;
- Ed Mayo, Chief Executive, National Consumer Council
- Rita Clifton, Chair, Interbrand, and;
- David Lammy MP.
You can read more about the Cultures of Consumption programme on its website.