An activity that is more popular than ever, but with an image that leaves much to be desired

Consumption has always been at the heart of economic debate. Whether it rises or falls, it has a direct influence on a country’s economic health. However, climate change and the measures needed to address it have made consumption an increasingly controversial issue, to the point of being openly criticised. Nevertheless, it remains a core part of people’s daily lives, reflecting constantly evolving choices and behaviours. All of this begs the question: how do Europeans perceive consumption today? What is clear, first and foremost, is that their views are riddled with paradoxes.

EVER MORE CONSUMPTION…

Some arguments, particularly those revolving around the best way to combat climate change, centre around the need to reduce consumption. Taken as a whole, the Europeans interviewed for this latest Observatoire Cetelem do not believe that this is on the cards. Indeed, 7 out of 10 feel that consumption has generally increased over the last decade (Fig. 1).

This view is shared in all countries, with Portuguese consumers proving the most forthright (87%), while the Poles, but also the French and Germans, remain a little more reserved (66%, 69% and 69%). One must head east, where incomes are lower, to find more measured responses (58%).

…ESPECIALLY BY OTHERS

When Europeans are asked to reflect on how their own consumption is changing, their responses are more tentative. Barely 4 out of 10 believe that it has increased over the last decade (Fig. 2). And this time around, the gaps between the countries are much less significant. More than 50% of Portuguese and Romanians feel that this is the case, while the Germans and the French, two populations that we discuss in greater detail in the Barometer, are once again more circumspect, with around 30% of respondents expressing this opinion. And generally speaking, the over-50s and those on the lowest incomes are the most likely to state that their consumption levels have seen little change.

This discrepancy between people’s perception of their personal circumstances and their view of society as a whole can be analysed in two ways. Resisting the temptation to consume more allows us to project a more virtuous image fuelled by the idea that we are contributing to sustainability. Of course, as the saying almost goes, hell is other people, especially those who over-consume. This virtuous attitude could also stem from a feeling of guilt that might prevent respondents from honestly declaring that their personal consumption has increased.

A REALITY COLOURED BY NEGATIVE PERCEPTIONS…

The fact that 6 out of 10 Europeans have a negative image of consumption could be down to the feelings of guilt it might generate (Fig. 4). These sentiments are shared by a majority of people in all countries except for Poland, where only 4 out of 10 experience such guilt. The responses of the Latin countries, including Portugal, France, Romania and Italy, suggest that these perceptions are also cultural in nature and linked to people’s relationship with money and how they spend it. It should also be noted that residents of large towns and cities hold less negative views overall.

…FUELLED BY THE NOTIONS OF WASTAGE AND EXTRAVAGANCE

The words Europeans associate with the macroeconomic function of modern consumption are a direct, clear and unmistakable reflection of their disdain. Indeed, wastage and extravagance are the most frequently cited terms. Advocates of deconsumption will doubtless see this as a source of hope, as will those with moralistic tendencies. Some respond with more positive terms, but in much smaller proportions (Fig. 5).