From Kinship to Consumerism
This chapter examines the intellectual context for the Consumers’ Association, which Young operated from the headquarters of the Institute of Community Studies from 1956 onwards, and the way in which Young, Townsend, and other members of the Institute of Community Studies grappled with the social changes associated with increased affluence such as suburbanization and increasing identification with the middle class. It argues that Young’s concern with consumerism was informed by ethical concerns about quality of life, and challenges conceptual divisions between the Labour ‘revisionist’ tradition concerned with distributive questions and the more humanistic or ethical socialism associated with Young and other left-wing sociologists. Drawing on the Institute of Community Studies’ work on suburban communities in the late 1950s and early 1960s, and Young’s sociology lectures at Cambridge delivered between 1961 and 1963, I show that Young’s consumerism derived from his evolving view of the family. While Young had argued that the extended family had represented an important site of mutual aid and solidarity for working-class women in industrial society, he now suggested that suburbanization and affluence had returned the nuclear family to a position of social and economic pre-eminence.