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"... Today, in austerity Britain (and, yes, for all the talk of spending promises, austerity is still here), the idea of excessive consumerism seems to have lost much of its resonance. Memories of consumerism and easy credit seem to have become tainted by the recession. Academics have observed how Britons felt ashamed of their pre-crash consumerism and (wrongly) felt personally accountable for the austerity that followed, identifying particular consumer objects – such as expensive tracksuits and conservatories – as symptomatic of a flaw in the national character.
"For many consumers, shopping has become mixed with guilt and a sense of responsibility as it increasingly depends on credit card debt and the labour of poorly paid and precarious workers – and it has a heavy environmental toll. Buying something today is also an experience drained of fun: it often entails making sure you are in when the package arrives, unpacking it and realising that it isn’t what you wanted.@
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