Consumption activities use up a lot of time, so increasing global consumption requires increasing total consumption time. This has mostly been achieved by steadily increasing the number of middle class consumers in the world-economy. Now, however, the world’s middle classes are not growing. Large numbers of middle class people are being displaced and impoverished by destructive weather events and weather trends associated with climate change, wars, geopolitical disruptions to global trade, and failing national governments. What is and has been happening is churn (some rising while others fall) rather than growth. This is a key crisis for the capitalist modern world-economy.
Consumption time is not increasing, so middle class demand for goods and services is not expanding enough to stimulate production growth. At the same time, automation of the production of goods and services is rushing ahead of middle class consumer demand. Consequently, capital is being diverted away from investment in new production assets. Instead, large amounts of capital are flowing into acquiring production and real estate assets that already exist and into gambling on things like cryptocurrency and shaky debt assets.[1] Increasingly, profits are derived from marketing and payment schemes that confuse and defraud consumers and from government subsidies (both direct payments and tax shelters and abatements).
With the number of middle class consumers in the world-economy no longer increasing, a potential way to increase middle class consumption is to reduce the time used up in consumption activities. This is where AI, the Internet of Things, automated payments, and home robots come in. Taken together, they can automate middle class consumption, freeing up time for more consumption activities. These services and their associated gadgets are presented to middle class consumers as conveniences and symbols of status, but for capitalists they are designed to accelerate the expansion of consumption by solving the consumption time problem and expand automated revenue flows into corporations.
Consumption activity has several components: learning about new things, deciding what to buy and when, using what has been bought (or, in the case of status wealth, displaying it), caring for what has been bought, and disposing of what is used up, worn out, damaged, or no longer wanted. Only some of these consumption activities have become more time efficient in recent decades. Credit cards, debit cards, and automated payments have speeded up paying for goods and services. Internet shopping and home delivery have saved travel time for middle class consumers, theoretically making it possible to buy more goods and services during a typical day than in the past. That still leaves the problem of caring for possessions, disposing of damaged, obsolete, and unwanted goods and services, learning about goods and services, and taking time to decide which to buy and which to avoid. Taking items to a Goodwill or a recycling center is very time consuming and ending an online service or getting a mistake corrected is often onerous and time consuming. Even with the Internet, researching a product is often time consuming and frustrating.
Automating all aspects of production has been much easier than automating consumption, so the production of goods and services has been forging ahead of consumption.[2] Now, capitalist investors are turning to AI, the Internet of Things, and home robots to move middle class consumption to a level of automation that can keep pace with production expansion. Home robots will automate disposal of damaged, worn out, and unwanted goods. Internet connected refrigerators can already order food items as needed and printers can order ink and toner supplies. AI reduces product and service learning time and further automates purchasing. It is already being used by people to do product and service research, decide on a brand and model, and with the consumer’s click of an icon or two, order the product and make the payment.
Automating middle class consumption seems like a plausible fix to the problem of inadequate demand that production automation has brought about. Seemingly, even with the growth of the world’s middle class populations plateauing, total consumption of goods and services should continue to grow as automation of consumption solves the consumption time problem. However, a couple of flaws in this fix are likely to be difficult or impossible to overcome.
First, automated consumption depends on automated payments and automated payments depends on the certainty of adequate and continuous (e.g., automated) middle class income receipts. Some elements of automated income are in place now in some countries – social security benefits, unemployment insurance, and direct deposit of earnings and other payments – but nowhere do these practices come close to providing the adequate and continuous incomes that fully automated consumption requires. In theory, this flaw could be overcome, but almost certainly will not be. Guaranteed employment and guaranteed income are anathemas to the world’s ruling classes.
The second flaw is far more insurmountable. The reason for increasing middle class consumption through automation is to make investments in production facilities profitable again. However, increasing the production of goods and services is already up against the limits inherent in the earth’s recycling and heat dissipation systems, most notably for the moment are the limits to recycling heat trapping carbon and other greenhouse gases and the limits to sustaining the diversity of flora and fauna. The consequences of our encounters with these limits are well documented and widely known. Automating middle class consumption can certainly help expand demand for goods and services and thus stimulate more production, but increasing production will assuredly accelerate the destruction of the very earth-system processes on which human life depends. The crises of capitalism will deepen. Destruction of the world’s middle class ways of life will continue.
[1] Recall that the financial crisis of 2008 was largely due to over investment in housing debt.
[2] Note the rapidity with which China has ramped up production of electric vehicles and U.S. tech companies are building data warehouses and ramping up AI use.


