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Want to Remain Middle Class? Change Your Consumption Habits Print E-mail
(9 votes, average 4.44 out of 5)
Personal Finance - Education
Written by Ahmed Amr   

I got dunked into a little hot water with some of our readers after I wrote a light hearted article about the disappearing middle class. Many of us grew up with middle class incomes and identities and many of us consider our membership in the middle class a birthright. Frankly, I was surprised with how touchy people get over the subject. I mean is it my fault that the middle class is shrinking? I shouldn’t have asked that question because, in all honesty, I must confess that I’m as guilty as the next guy of betraying my own class and making it shrink. It’s time for the middle class to admit that we all contributed to decimating the ranks of our tribe.

Let’s start with imports. Even in the midst of this great recession, we managed to import $50 billion more than we exported in June - that’s almost $2 billion a day. A billion in imports here and a billion there and soon you’re talking millions of jobs. Like the eight million jobs that disappeared over the last decade.

It’s not news that our manufacturing base is shrinking. America is still the world’s largest manufacturer and our industrial workers are among the most productive. The productivity of the twelve million workers we have deployed on assembly lines continues to improve and they still account for 18% of the globes industrial output. That’s the good news. The bad news is that only one out of ten Americans still works in manufacturing.

According to an associated press report, some 600,000 new jobs were created in 2010. But four out of five of them were in the service industry. Pedicures, manicures and “want fries with that sir?”

And it’s not just cheap Chinese labor that’s dismantling our manufacturing base. In June, Germany somehow managed to run an $18 billion dollar trade surplus versus our $50 billion dollar deficit.  How did they do it? German workers save more, they tend to buy German stuff and when they buy almost anything, they pay high consumption ‘value added’ taxes. The average German works less hours, has longer vacations, watches his money, consumes less energy, eats less, drinks more beer and lives in smaller quarters. Incidentally, most of the beer is domestically produced and quite good.

The truth is the American middle class is consuming its way out of the middle class. Why do we even identify ourselves as ‘consumers?’  Why can’t we be more specific? “I’m a big red meat eater. I also do lattes and prefer white wines from Chile and German Beer.” “I’m a European car buyer and do a little dabbling in purchasing Japanese electronics.” “When I was younger, I was into fast German cars, now I’m a Swiss watch collector."

Middle class American consumers responded to two decades of wage stagnation by going on a spending spree financed by leveraging their home equity. And now they have to deal with the financial hangover in a job market where the official unemployment rate is 9.5% with the unofficial rate is more like 17% and it takes longer to land a job and the jobs available aren’t full time, don’t pay as well and aren’t as secure.  And three years into the great recession, how have we altered our spending habits? by collectively running up another $50 billion in trade deficits in June.

Look at the media and the stock market, they light up with every uptick in consumer spending - like that’s the magic wand that will fire up the economy. It will fire up somebody’s economy, but it won’t be ours. Retailers might do a bit better but, with our taste for imports, the net result will be more jobs overseas - not over here.

Let’s sober up folks. Forget all the pep talk from Washington and Wall Street. For many middle class Americans, the next decade is going to be tough and adjusting to new economic realities starts with how you spend your money or, more accurately, how you save your money and learn to get by on less.

We’re not alarmists and we’re not subscribing to all that scare talk about America descending into third world status. That just ain’t going to happen. We’re still one of the most prosperous societies in human history and we’re likely to have a decent standard of living for a long time to come. If you want to break it down to raw numbers, the worst case scenario is where the average middle class family might have to adjust to a 20% drop in purchasing power.  With a radical change in consumption habits and a little discipline, most of us should have no problem making the required adjustments because that’s what it will take to remain in the middle class. Our mission at LiveCheap.com is to offer up some common sense advice on how make the necessary adjustments while maintaining the same standard of living. It’s our little way of shoring up the disappearing middle class - saving one consumer at a time.

Read another great related article: 12 Ways to Determine if You're Still Middle Class?

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Ginny  - The long view and it ain't pretty |2010-08-22 21:45:03
I commented earlier in this discussion, which has been going on for days, and points out the relevance of livecheap.com... you guys rock at livecheap!!!

But let's face facts. Every empire has had a zenith and a nadir, and, yes, America has been an empire and most of us were lucky enough to experience its unprecedented wealth relative to the rest of the people on the planet.

So now we're facing the "new realty," and it's time to reset our priorities. Gone are the days of mindless consumption. Now it's time to focus on our families, friends, and communities--because at the end of the day, that's all that really matters.
gman  - yes but someone has to be able to pay those servic |2010-08-22 07:08:45
Those near the bottom have to have money to spend to be able to pay service providers..... PS computer programming is being outsourced in large amount now as well. As we continue to shrink our middle class those in non-deadend jobs will no longer be able to generate the same level of income as well since someone has to have money to pay them....
haverwench  - What's wrong with services? |2010-08-21 06:44:14
"The bad news is that only one out of ten Americans still works in manufacturing."

Why is it bad news, per se, that fewer Americans now work in manufacturing and more work in the service industry? You equate "service" jobs with "Pedicures, manicures and “want fries with that sir?”," but this sector, as defined by Wikipedia (http://en.wikipedia.org/wiki/Tertiary_sector_of_the_economy) also includes teachers, computer programmers, doctors and nurses, bankers, consultants, reporters, trash collectors, lawyers, salespeople, consultants, and government employees. Are you trying to suggest that *all* of those are dead-end jobs, while manufacturing jobs are the key to a middle-class lifestyle and a secure retirement? And if so, what's your basis for that claim? (If you think manufacturing jobs are more secure, consider the fact that so many of them have disappeared overseas, while most service jobs *can't* be outsourced. Your doctor, your lawyer, your trash collector, your kids' teachers--they all have to deal with you in person, and that means they have to be in *your* community.)
gman  - the key is that what we consider the trappings of |2010-08-16 19:37:43
i grew up in a solidly middleclass household. We had one television two cars and a 1500 sq foot house in a nice area. Families now have televisions in every bedroom, a child gets a car when they come of age, and our middle class home has become a 2400 sq foot money pit. middle class families want to travel the world, stay in expensive hotels and live in a way that is not within their means. I think it is less an issue of the middle class shrinking than the need to shrink our expectations of what middle class means.
Alvin B.  - But what *is* foreign these days? |2010-08-16 13:11:45
As others have already said, corporate offshoring is not completley in the hands of the American consumer. There are some things, that if I want to buy, there is absolutely NO WAY I can buy American. Cell phones is one such example. That iPhone may be sold by an American company (Apple), but it is manufactured by Foxconn in China.

Cars, another popular example, cloud the issue even further. The Chevy Aveo is really a Suzuki. Your Dodge Ram Pickup is made in Mexico. And yet, my 90s vintage Mazda 626 - a very foreign car, right? Nope, it was made in Detroit! Toyota Tacoma? Made in the good 'ol USA. Marketers have disassociated the brand name from the country of origin in many cases, to the detriment of the American worker.

In the end, the American Middle Class was the result of the US and Western Europe being a bubble, economically isolated from the "3rd world". Technology has knocked down many of those barriers, and freer trade has knocked down the rest. Now there is nothing to artificially prop up the kinds of wages that built a middle class in the US, as they are brought down to the world average, which is rather low. And corporate fatcats are laughing all the way to the bank because they tricked the American Voter into dismantling their own future.
frugal nomad  - That's a great point |2010-08-16 13:27:15
But it seems that well-informed people like yourself know what's made where. On big ticket items like cars, it's not difficult to do a little research on whether the product was imported whole and assembled or whether there was value added on this side of the pond.

About your comment on the European bubble. Somehow, the Germans have managed to preserve their bubble and rack up trade surpluses. They're more unionized, more dependent on imported oil and they certainly have an enviable standard of living. Moreover, they lend out helping hands to their European neighbors who aren't doing so well like the Greeks. Our decline is not just a function of prevailing high wages. Let's face it. Our economic policies are not designed to serve the interests of middle class Americans. And part of the reason is that politicians have no incentive to take us into account. As a British commentator said - Congress is a parliment of whores. And guess who their regular customers are.

That said, we got into this fix because the average consumer doesn't seem to pause and think about who produced whatever he's buying. It's real simple. If enough of us made a concious decision to buy American - you would definitely see more jobs, more tax revenues, lower budget deficits, lower trade deficits and more peace of mind for all of us. Think of your neighbor when you buy.
xyppur  - The Germans don't have it so great |2010-08-18 09:00:13
http://online.wsj.com/article/SB10001424052748704296704575431240767523 752.html?KEYWORDS=german+workers%27+wages

If you don't have a WSJ subscription a synopsis: Germany has been rapidly expanding its low-wage sector for the past ten years. Annual net income per employee has been falling since 2004 and the government has subsidized jobs that don't pay a living wage for the last five years.
There is no flat minimum wage and some workers make less than a teenager at McDonalds in the US.

Duisburg-Essen University's employment institute, "No other country has experienced a similar increase in the low-income sector over the past years and a differentiating of wages to the downside as Germany has."

Germany has been able to create a trade surplus by not having citizens than can afford purchases.
Ginny  - Anti-Unionism is a Factor, Too. |2010-08-16 12:07:12
Let's not forget that rampant anti-unionism is also a factor in the decline of the middle class.

Corporate disdain for unions is no surprise. Fat cats just wanna get fatter.

But anti-unionism by average Americans is downright foolish. Thanks to the men and women who formed unions and fought for worker rights all of us have benefited from higher wages, 40-hour work weeks, paid vacations, health care, retirement plans, child labor laws, and all manner of better working conditions. Yet, surprisingly, most Americans, when asked, are anti-union.

No wonder the middle class is in decline. Those who can't remember their past are doomed to repeat it.
verbatim  - It's unions greed that killed manufacturing |2010-08-16 12:32:10
If unions hadn't been so greedy, and instead compromised a little, maybe some of those manufacturing jobs might still be here in America.
frugal nomad  - Say what you want about unions |2010-08-16 12:52:08
Say what you want about unions but there was a time when unions had a decisive impact on who got elected and that forced both parties to pay attention to the interests of the middle class, whether they were unionized or not. Even Nixon had to bow to the Teamsters to win.

Today, who cares who the AFL-CIO supports? Politicians look at who puts money in the collection plate and it's not the middle class, the working class or the unions. At least we had a voice in Washington.

The other thing is that you're making the assumption that unions just fought for themselves. That's not historically accurate. Strong unions fought the battles of weak unions and refused to cross their picket lines. And they both fought for a living minimum wage.

Did some unions overplay their hand? they might have in a few instances. But I will remind you that America was never as economically vibrant as when we had one out of every two workers represented by unions in the 1950s and 1960s.

For better or worse, unions were the only counter balance to corporattions. Let's be honest - how many Senators out there work for Wall Street and how many are working for the average American?



Omiewon  - Union or Not Union - Its about competitiveness |2010-08-16 13:13:48
Whether under a union or not, the real question is whether the workers are sufficiently productive and at such a quality that they are competitive at their cost. The main problem I see is that many unions created environments where workers became uncompetitive globally or even within the U.S. itself. GM was paying its workers $69 an hour with benefits in Detroit while Toyota was paying its workers $48 in the South. And we all know who was making better cars and who was more efficient. If GM has 40% higher productivity and higher quality then they could have operated on that model. But clearly they didn't.

By the way, the average Toyota worker is making $30 an hour (the $18 extra is benefits), living in the South, and by all accounts would be doing pretty well.

Donald  - Consumption & Middle Class Economic Prosperity |2010-08-16 10:20:51
It seems to me that anybody reading this website & posting here are decidely NOT average. I do believe that there is a scarcity of "made in USA" products, but that does not stop me from trying. I like the idea that working class means "have a job" & vote for the abandonment of "blue collar-white collar" distinctions.

Middle Class people need to scale down our consumption and change in small meaningful ways: drive less, plant a garden, avoid restaurants & eat at home, budget, & save more money if/when you can.
Karen Cook  - The middle class is responsible for...what??? |2010-08-16 05:57:22
The way this is written, the middle class is directly responsible for the mass of imports and resulting job loss. And what's with the 'betraying my class' crap?

Look for quality tools, or clothes, or any other commodity [stuff we need, not just want] and you will find it increasingly hard to find 'made in America' on the label or package. Just how is that the fault of the middle class?

Put the blame where it belongs on corporations intent on eliminating the middle class by eliminating jobs and earned benefits [pensions, Social Security, unemployment insurance, etc.], rather than on people who try hard to support American manufacturing when they purchase goods but can't because the goods aren't. made. here.
frugal nomad  - I blame both |2010-08-16 06:51:45
I blame both the consumer and the corporations. The corporations offshored our jobs but middle class consumers gave them a helping hand by offshoring their purchases. Half of the cars we purchase are foreign made. When car workers in Detroit were smashing Datsuns, many Americans scoffed at them for producing an inferior product and getting union wages.

The fact is we actually need to import next to nothing. If we closed our ports tommorrow morning, we'd probably manage to re-industrialize and put people back to work. There is such a thing as protective tariffs. We could do that and then you'll have consumers up in arms because we raised the price of their Toyotas and Hondas.

Their is a trade war going on and we're losing it.

Warren Buffet recently said "The U.S trade deficit is a bigger threat to the domestic economy than either the federal budget deficit or consumer debt and could lead to political turmoil... Right now, the rest of the world owns $3 trillion more of us than we own of them.”

Buffet was also quoted as saying "There’s class warfare, all right. but it’s my class, the rich class, that’s making war, and we’re winning.”

The corporations aren't just winning because they're more powerful. They're winning because the middle class surrendered and swallowed whole the "benefits of globalism."

Every time an American consumer goes out and buys a foreign car - he tosses some auto workers weekly paycheck out the window. Because it takes about 40 manhours to assemble a car.

Did I play a neutral role in this? I can't say that I have. While most of the cars I've purchased have been American made (I was real partial to the Ford Focus Wagon) - I'll admit to buying a Subaru a few years ago during a midlife crisis. And I knew exactly what I was doing - adding to the trade deficit. But I thought a sport Japanese car would restore my youth (and it did). I'm now twenty-five again.

All joking aside, do you think the average Korean, Japanese or German worker makes more of an effort to buy products made by his or her compatriots. The answer is decidedly yes.

A little dose of economic nationalism wouldn't hurt. The same folks who were beating the drums of war for oil were riding around in gas gobbling SUVs.

If there is anything we need in these times of economic turmoil, it's a little economic literacy. Blaming everything on the evil corporations and the rich absolves the rest of us who had made decisions to buy im...
Omiewon  - Middle Class Does Bear Some of the Responsibility |2010-08-16 12:15:28
Nobody likes to hear it but the Middle Class definitely bears some responsibility. We can all vilify the corporations, and the decisions of some key execs definitely are cause for scrutiny, but they are doing exactly what they were designed to do: maximize profit. The manufactures of retail items didn't really just decide to do it anyways, the major retailers put enormous pricing pressure on them and they responded, otherwise they would have been dropped from Target, Walmart, etc. The only one that could have stopped it, outside of the government imposing massive taxes, was the consumer and mostly the middle class consumer.

But the middle class did make a choice. Today its hard to tell because there are some things like fashion that are nearly all foreign made. But 15 years ago, there was a choice and consumers, predominantly middle class, chose foreign made products. We could have had better labeling and and one can argue for different federal tax laws but at the end of the day, consumers chose. If the middle class refused to buy when there was a choice, companies wouldn't have accelerated their move overseas.

Today it is tougher because there are fewer domestic options in many categories, but there was a time when the imports were a small fraction of what was on the shelf. We have that same choice today in the grocery store when it comes to Asian seafood. Its clear as day that if you buy Asian seafood (which in many cases can be unhealthy), you are going to eventually put some fisherman in Maine, Florida, or Washington out of business.

Are there other responsible parties, absolutely. But it could have never have happened without widespread participation of the middle class.



Sandra D. |2010-08-16 05:32:45
No kidding! I talked to a couple friends about our "working class" status and made them down right angry. Not only did they not want to "read the writing on the wall" about themselves, but insisted that I was not among the working class either. I just laughed! I am happy to think of myself as working class, at least I am working! (And budgeting AND saving!)
frugal nomad  - Who is afraid of being working class |2010-08-16 06:05:25
As far as I'm concerned, if you're working and you depend on your paycheck to get by, you're working class.

I think people confuse working class with blue collar workers. Before America decided to de-industrialize and fashion itself into a 'service economy, at least blue collar workers managed to provide for their families on single paycheck.

Just because you wear a business suit or a white shirt and tie to work doesn't mean you're not working class.

Middle class is a state of mind. 80 to 90 percent of us are working class. The question is whether your working class income and the assets you've put aside still qualify you for a middle class standard of living. The stats say the answer is 'no' for an increasing number of American working-class families.

Stats aside, the angst out there over falling off the middle class boat is very real as you can tell by some of the touchy commentary on this article.
 
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