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Youth and Consumer Culture

Youth and consumer culture in the neoliberal moment are examined, with an emphasis on the dual pressures of consumption and entrepreneurial selfhood. An analysis of emergent youth consumer culture in Western, educated, industrialized, rich, and democratic (WEIRD) contexts is presented. Next, youth consumer cultures that are understudied are discussed: the extraordinarily wealthy and the extremely poor. Case studies of wealthy Qatari youth, poor African youth, and poor Haitian youth illustrate a range of youth consumer dilemmas, strategies, and orientations. Despite these wide variations, the global reach of neoliberalism and the pressure to develop entrepreneurial selves is consistently present.