Jevons’s predictions have only partly come true – coal has not even begun to run out, and oil isn’t running out either. But Jevons’s paradox is being proved with a vengeance: the more efficient the use of any sort of raw material, the more of it is consumed. So far, the only raw material of which mankind is using less, thanks to technological progress, is paper. Forests are no longer felled for the sake of bureaucratic correspondence; now they are cut down for other purposes. Even if the dreams of the Internet of Things come to pass and every home is furnished with a 3D printer which can manufacture things on the spot, this will cut out the need for transportation but will not save as much raw material and energy as was the case with paper. At the Katowice summit of 2018, experts called for a 20 per cent reduction of oil and gas production by 2030 and a 55 per cent reduction by 2050. Their plea did not fall entirely on deaf ears. The powerful American investor Warren Buffet has invested $30 billion in ‘green’ electricity generation. Another billionaire-activist, Elon Musk, plans to fill the roads with electric vehicles. Some global funds, controlling trillions of dollars, have divested from oil investments. In the face of the pandemic, the European Union has accepted an ambitious plan for a ‘green recovery’.
In 1740, a Prussian prince wrote a short book entitled
The world in which capitalism flourished in the nineteenth and early twentieth century was not very different from the world of Herodotus. Distant colonies supplied the imperial centres with their exotic materials, while the ruling nations created wealth from labour and knowledge. But the mass society also created something genuinely new: the enrichment of the masses was a condition for the success of the state. Neither Xerxes nor the imperial mercantilists knew such things. Although the growth of the imperial trade in sugar, cotton or opium depended on the trickling down of these former luxuries to the egalitarian masses, classical debates overlooked mass consumption as the engine of growth. The second Industrial Revolution revealed a deep paradox of the new economy: wealth rushes towards conspicuous consumption but is formed by the mass market. 7 Luxury items – for example cars – bring about economic growth only when they become cheap enough to be affordable by the majority. For the Founding Fathers, the measure of the American dream was the number of acres per household; for the Fordists, it was the number of cars on the drive.