What’s a consumer revolution?

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The Consumer Revolution describes a period in Western history when advances in manufacturing and transportation processes led to increased availability and sales of a wide variety of products. This period lasted from just after the European Renaissance to the early years of the Industrial Revolution. The basic concepts of modern consumerism started during these years. These concepts have colored every aspect of life during these centuries and have had a huge impact on historical and cultural events.

This time in history it was triggered by the most basic economic concept: supply and demand. Prior to the revolution, the processes of acquiring and producing raw materials maintained the supply of all but basic goods even with demand. As a result, many potential consumers didn’t have enough money to buy what they wanted. Essentially, the very act of wanting the product increased demand and price, so it was out of reach.

As technologies improved, the supply of some products began to outstrip the demand. This has led to a drop in the prices of these goods within the range of low-income people. As these people first began to wield economic power, the increased flow of money encouraged the development of new technologies. This made more goods available, further increasing the flow of money, and so on until the cycle culminated in the consumer revolution.

Many of the foundational goods for the consumer revolution were consumables. Exploration of the Americas and increased trade with oriental countries created a surplus of spices, tobacco and coffee. Since these items are all worn out in use, demand has never diminished, even as supply has created price fluctuations. Other goods, such as textiles, have also encouraged spending on consumer goods.

The consumer revolution has had two main effects on society. Culturally, it has begun to reduce the separation between social classes. As more people gained access to goods, the difference that once marked the “haves” from the “have-nots” began to diminish. This view has been augmented through the social aspects of drinking or smoking coffee; people from various social strata would often be in the same place, doing the same activity.

Politically, the consumer revolution has caused extreme turmoil. As the differences between social groups diminished, the common people became increasingly dissatisfied with their position in government. All-powerful rulers and an elite nobility became less than an ideal when commoners saw little difference between their “punters” and themselves. The result of this friction often spilled over into the political revolutions that characterized the 18th and 19th centuries.

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