"Consumption is a tricky business. We've moved ourselves into a situation where on the one hand, we now recognize that possessions are an important source of identity. Most of us believe people should have the right to choose the kind of lifestyle they want to have; on the other hand, we have the environmental costs of that lifestyle, which is causing havoc with our planet and, ultimately, with our lives. And so we're caught in a social-political acceptance of the freedom to choose and a growing awareness that the world is heading towards environmental disaster and taking us down with it. We haven't found a way of resolving that ambivalence. Climate activists, economists, and so forth have come up with solutions from zero growth to simple living, but as a historian who's followed the rise of and transformation of consumption over 600 years, I can assure you that it's too simple to try and demonize consumption and hope that by just drawing attention to environmental problems, people will somehow reform themselves. I think we have to take seriously that in the course of modernity, consumption has become deeply embedded culturally, socially, politically in our lives.Just waving an alarmist poster will not shock us out of the kind of lifestyle that has become normal for us. People tend to equate consumption with individual choice and motivation or desire. But from an environmental point of view, a huge amount of our hyper-consumption lifestyle is not organized or conducted through individual choice. They're social habits. These days, people have a shower as a matter of habit. Some people have two or three showers a day. And then they get to their leisure activities or their work with a car if they have one. They're used to driving, and that's a habit. So lots of things that cause damage are habitual forms of consumption. Those are not driven by individual choice but because our cities have been planned in a particular way—state and other authorities have built highways, car manufacturers get certain subsidies. There's an infrastructure of gas stations and electric charging points. And so if you want to tackle environmental consequences, perhaps a more effective way would be to intervene, try to disrupt those habits and plan cities and mobility in different ways that are environmentally friendlier."

Frank Trentmann is a Professor of History at Birkbeck, University of London, and at the University of Helsinki. He is a prize-winning historian, having received awards such as the Whitfield Prize, Austrian Wissenschaftsbuch/Science Book Prize, Humboldt Prize for Research, and the 2023 Bochum Historians' Award. He has also been named a Moore Scholar at Caltech. He is the author of Empire of Things and Free Trade Nation. His latest book is Out of the Darkness: The Germans 1942 to 2022, which explores Germany's transformation after the Second World War.

www.bbk.ac.uk/our-staff/profile/8009279/frank-trentmann
www.penguin.co.uk/authors/32274/frank-trentmann?tab=penguin-books

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