Speaking on a structural level and from a historical perspective, with focus on the 20th century, Western civilization has recently gone through a radical shift, from being a culture of production to a culture of consumption.

Instead of being defined by their knowledge of craftmanship and skills, its citizens are now measured by what and to what extent they buy different commodities.

The gap between production and consumption has been further accentuated by the relocation of factories, from Europe and the US to poor countries in Southeast Asia, thus ensuring that there is a large geographical distance between who manufactures the commodities and who buys them. 

Around 2010, this development began slowing down. Europe was still defined as a continent of consumption culture, but there was a statistically reliable difference in what they spent their money on.

Instead of garments and furniture they now focused on restaurants and hotels. In other words, Western citizens had begun to prioritize experiences over commodities. 

With the exception of 2020 and 2021, when the Covid-19-pandemic made it virtually impossible to eat out or to travel, this trend has been steadily increasing.

The numbers are interesting not only because they reveal an economic trend, but also because of what they tells us about what counts as valuable and what brings meaning to people’s lives.

It signifies the beginning of a new paradigm, as it displays a change in values and ideas. No longer is the quality of life defined primarily by how much or what you own, but by which experiences you share with others.

Family dinners and holidays with friends and loved ones are taking priority over new garments and updated cell phones. 

Money has no inherent value in itself. Its use is a social construct, and as such, how it is put to use speaks volumes regarding what matters in people’s lives and what is on their minds.

To trace the spending of money on a quantitative level is to understand what matters in contemporary society.

The increased spending of money on food, wine and travel (and subsequent decreased spending on items such as fashion) is therefore of immense cultural significance, and a reason to be hopeful for the future. 

Looking more closely at exactly what people are buying in the categories of food, wine and hotels is also interesting. Vegetarianism is increasing, with some studies suggesting that in 2020, the number rose with 40 percent, bringing the current global number to a total of 1,5 billion.

As keeping a vegetarian diet is among the most efficient ways an individual can contribute to fighting climate change, this demonstrates an awareness of the importance of making conscious everyday choices.

Another category that is showing increase is the market for natural wines, which projects an increase of 30 percent in sales for 2022. Surveys on travel habits are equally positive, as they demonstrate a new interest in engaging more and on a deeper level with learning about other cultures and wanting to contribute to the community one is visiting. 

What these number suggest is that we are entering a new shift in consumer culture, where new and more authentic values are being brought to attention.