by aspera » Thu 19 Oct 2017, 12:00:12
Work Less, Consume Less, Live Better
Simple living advocates have argued that people in Northern industrial, work-and-spend societies, could all cut back and still live better. If the premises of this volume bear out (i.e., that there will be an unavoidable downshift in consumption), then we will soon find out. But we don’t have to wait for the future. A glance at the past, in particular at the life of a company town, suggests what is possible – namely below-average work hours, below-average consumption, and above-average quality of life.
Battle Creek, Michigan, has been the home of Kellogg Company’s ready-to-eat breakfast cereal for nearly a century. When, in the 1920s and 1930s, the country, especially business, was debating what to do about excess production capacity and insufficient consumer demand (i.e., excess frugality), W. K. Kellogg and the company president Lewis Brown decided to reduce work hours rather than lay off workers. They wanted to show that the “free exchange of goods, services, and labor in the free market would not have to mean mindless consumerism or eternal exploitation of people and natural resources,” as author Benjamin Hunnicutt put it. Rather, “workers would be liberated by increasingly higher wages and shorter hours for the final freedom promised by the Declaration of Independence – the pursuit of happiness.” Brown wrote to his employees about the “mental income” of “the enjoyment of the surroundings of your home, the place you work, our neighbors, the other pleasures you have [that are] harder to translate into dollars and cents.” All this would lead to “higher standards in school and civic . . .life.”
Kellogg’s bold experiment cut across the grain of American business, especially the newly emerging fields of retail and marketing aimed at spurring consumption and, it might have seemed, work hours. But Kellogg succeeded – for the company, the workers and the broader community. One business reporter found “a lot of gardening and community beautification, athletics and hobbies…libraries well patronized and the mental background of these fortunate workers…becoming richer.” Canning became popular for many, not just to preserve food but, as Hunnicutt writes, as a “medium for…[sharing] stories, jokes… practical instruction, songs, griefs, and problems.” A U.S. Department of Labor study of the Kellogg Company found “little dissatisfaction with lower earnings resulting from the decrease in hours.” And after long work hours during World War II, in a vote by workers in 1946, 77 percent of men and 87 percent of women wanted to return to a thirty-hour week.
Writer Jeffrey Kaplan sums up Kellogg’s unusual practices: “This was the stuff of a human ecology in which thousands of small, almost invisible, interactions between family members, friends, and neighbors create an intricate structure that supports social life in much the same way as topsoil supports our biological existence. When we allow either one to become impoverished, whether out of greed or intemperance, we put our long-term survival at risk.”
According to an overwhelming body of scientific evidence, both our social and biological existence is indeed being impoverished by working too many hours and consuming too many products. Maybe the cereal town in Michigan offers a better way.
Source: Jeffrey Kaplan, “The Gospel of Consumption: And the Better Future We Left Behind,” Orion May/June 2008.
The Localization Reader (2012).
Oceans rise, empires fall. - Apocalypse Lullaby, Wailin' Jennys.
Plant a garden. Soon.