Epilogue

Ever since sea shells became the first item exchanged by humans for payment purposes, the act of purchasing and, therefore, consuming have been a source of constant debate, controversy and reflection. This latest Observatoire Cetelem, which is devoted to the topic, is not about to put these arguments to bed.

As Europeans tell us, consumption is inherently fraught with contradictions, whether it be between attraction and repulsion, pride and shame, or desire and obligation. And yet, it is still surprising to see that people associate it with enjoyment and wellbeing. It is equally astonishing that they consider themselves masters of their own choices and budget management, despite the challenging economic climate of recent years.

In Europe at least, consumerism is probably no longer as popular a way of self-actualising and showcasing one’s personal success as it once was, so it is destined to evolve, slowly but surely. Indeed, consumption is changing with the times and with the constraints imposed by environmental concerns, but also due to the relentless march of technological progress. It is difficult to see how consumption will be reduced. In fact, it looks more likely that an alternative, more service-oriented form of consumption will flourish. In this context, the economic and technological rivalry between the world’s two leading powers, China and the United States, is set to intensify in the near future, with services set to play an increasingly important role.