Broken Markets pp 117-139 | Cite as

The Consumer in the World After Finance

Living Within Our Means
  • Kevin Mellyn

Abstract

The notion of defining human beings as consumers is very American and very recent. For all of history up to the 20th century, men and women were primarily defined as producers. We see this in surnames such as Taylor, Weaver, and Smith. Before production and daily life became divorced by industrial organization and urban life, only a small elite of landholders and officers of church and state were in any sense consumers of anything but the staples of life. Most people worked to survive and little else, and generation after generation lived the same way their forebears did.

Keywords

Europe Income Shrinkage Marketing Assure 

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Copyright information

© Kevin Mellyn 2012

Authors and Affiliations

  • Kevin Mellyn

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