Tim Black reviews Consumed: How Shopping Fed the Class System, by Harry Wallop.
In short, class has stopped being the basis for a political identity; it has become a form of identity politics. As Wallop puts it: ‘Class is no longer what we do with our hands nine to five, it is what we do with our wallets at the weekend. How that money arrives in our wallets must play a part, but how we define ourselves and how others view us mostly comes down to the weekly drive to the local retail park, rather than the daily trudge to the factory.’
Consumed is a snarking and sniping attempt by Wallop, a consumer affairs writer at the Daily Telegraph, to anatomise these new consumerist class identities. At the upper end are the super-rich Portland Privateers, named after the private Portland Hospital in central London, where pregnancies come to fruition with the obligatory C-section at the cost of several grand and the toiletries are Molton Brown. Then in descending order come: the Rockabillies, defined by their love of a British holiday, ideally in the Cornish town of Rock; the Wood-Burning Stovers, who love a wood-burning stove almost as much as they love the Guardian; the Middleton Classes, who – like Carole Middleton, the Duchess of Cambridge’s mother – have vaulted up the social ladder, usually taking in a grammar school en route; the Sun Skittlers, a resolutely old-school working-class identity devolving upon reading the Sun, playing skittles, and earning enough to have bought one’s own home; the Asda Mums, who spend wisely, but take safety in big, well-known brands; and the Hyphen-Leighs, whose much sneered-at social aspiration is marked out by the unusually spelled double-barrelled names and the commitment to high-status brands, from Burberry to Paul’s Boutique. Other monikers crop up throughout, but these are the main ones.
If Consumed sounds rife with all forms of snobbery, from the inverse to the outright, that’s because it is. And this ought to be expected, too. In a society in which how you consume has been allowed to determine your identity, then snobbery, which was always a vice of the consuming class par excellence, the non-productive aristocracy, is bound to flourish. It allows groups to include initiates and to exclude the vulgar. Hence, as Wallop relentlessly details, the consumption choices of other people (and it is always other people) have now become objects of mockery and often condemnation.
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As Wallop records, eating out in the 1950s was for many limited to Lyons Corner Houses or fish-and-chip shops. And it wasn’t just the high-cost of restaurants that deterred many; the arcane rituals of the hotel dining experience were equally off-putting. This is why, argues Wallop, the British embraced the classless, ritual-free environs of the fast-food joint, first in the form of Wimpy and latterly in the shape of McDonald’s or Burger King. ‘Of course, eating out in fast-food places, or indeed any places, never became a classless activity’, writes Wallop. ‘Classless merely became a euphemism for working class. No more so than with fast food, which over time took on a demonic quality, at least in the eyes of those who refused to eat it. Junk food for the junk classes.’
Junk food for the junk classes. In that one sentence, Wallop touches upon the crucial conflation of the object of consumption with those consuming. When Wood-Burning Stovers complain about McDonald’s, they are really complaining about the type of people that eat there.
