The decline and fall of consumer society? Implications for theories of modernization

Four decades have passed since modernization theorists first gave serious consideration to a transition from consumerism to post-consumerism. The intervening years have given rise to committed efforts in the United States and other affluent countries to reinforce the preconditions of consumer society through the deregulation of key economic sectors, the liberalization of international trade, and the reassertion of military power abroad. Enthusiasm for renewing these interventions now seems to be waning amid protracted difficulties restoring customary increments of economic growth. The prevailing situation, combined with a reversal of once favorable trends with respect to demography, household income, political capacity, and resource availability, suggests that the pillars of consumerist lifestyles are coming under increasing strain and new routines are beginning to develop.