> What if 90% significantly cut consumption? Ultimately the companies have to sell their products to somebody.
Well, that's almost the interesting question.
A certain percentage of what the 90% consume, they can't stop consuming. You have to eat. You have to wear clothes. You have to live somewhere. You have to go to the doctor. So there's a whole big chunk that the 90% really can't stop consuming.
And if you want to be in the upper parts of that 90%, you need a computer, a car, a cell phone, college... So there's a bunch more of that where the 90% could stop consuming, but it would be a pretty significant sacrifice.
And for the remainder, there's an entire marketing industry manipulating us to make sure we don't stop consuming. Even as someone who actively tries be aware of marketing and remove marketing from my life I catch myself sometimes falling for it, and buying things I don't want or need. And I'm sure there are times it happens when I don't notice it. A significant part of Hacker News thinks advertisers are just out to help us find products we need!
The proles will never revolt, Winston.
The interesting question isn't really whether people will voluntarily cut consumption. It's more, "What will happen if the bottom 90% loses the income necessary to consume?"
Cynically, I think that won't happen, and the top 10% will just make enough concessions to keep the 90% alive and not revolting. We already see that in things like Amazon's $15 minimum wage: it's not a meaningful wage when Bezos is making $9 million/hour, but they can always make arguments like, "We're paying more than our competitors" and "We're preventing homelessness".
And that's not necessarily a bad thing: I want to see change, but I'd rather see it happen slowly through education and care than quickly with blood running in the streets.