not sure here if you want a term for people as they actually are in "consumer society" or as they should be (in a utopia perhaps)...also whether we are talking about an "individual" person or an ideal-type representative of some kind of multitude or mass.

@johnkuti well, I think even today its more than a consumer society. accepting the label as accurate pre-empts that there is actually a balance that can be restored. also historically this century long period of extreme consumption focus is more of an exception.

on the second question, its really about a collective term. some economic texts use "households" but I would not call it particularly catchy 🙂


@openrisk you're not going to like this, but I think a classical economist might say this is a "utility maximising unit" i.e. a neoliberal's idea of a household of one or more people. At least this term makes the ideological baggage easier to see 🤔

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