There are many ways of seeing
the way in which society changes. We have
learned tomes produced by earnest academics
describing how peoples' way of living has
changed over the centuries. We have old
films and photographs which show how things
were and, of course, museums. All of these
stand some chance of being inaccurate, of
giving a distorted or partial view.
Academics often have an agenda they wish to
promote, not to mention royalties to earn
from their books. Old films and photographs
are to a large extent self-selecting. The
Black Country museum and similar recreations
of times past are necessarily limited by
what is still available to be seen.
Obviously we need a more
mathematical approach to our history to go
with these things and so give our ideas more
rigour. And that's just what the Office for
National Statistics (ONS) can do for us. The
ONS publishes the inflation figures and, of
course, to do so, it has a collection of
(650) goods and services, the prices of
which are assessed each quarter to so how
they have changed. But not only does it look
at the prices regularly, the ONS also
updates its 650-strong 'basket' of goods and
services annually, to better reflect public
spending habits. And the latest changes have
just been published. The shifting of goods
and services in and out of the basket gives
a valuable insight into the changing nature
of shopping habits and the evolution of life
in the UK. So, what specifically can we see
from all this?
Well, to deal with the
important items first - lip gloss and
electrical hair straighteners have replaced
lipstick and hair dryers in the basket of
goods used to calculate inflation. The 2010
basket sees the entrance of small bottles of
mineral water that reflect our obsession
with hydration. This has replaced the fizzy
canned drink as consumers become more
health-conscious. Our personal health and
eating habits are also a factor in the
introduction of cereal bars and allergy
tablets. "Cans and jars of baby food have
been removed since spending on these items
is less than on powdered baby formula," the
ONS said. Eyesight tests, now free in some
areas, have been taken out of the basket.
Changing technology is
indicated with the introduction of Blu-ray
disc players and also of of computer games
and accessories. With many people taking
their photos on mobile phones or on digital
cameras, the disposable camera makes way. At
home, the rather dubious maintenance
policies, such as those taken out for
televisions or central heating systems -
enter the basket. In the bathroom, liquid
soap has replaced individual bars of toilet
soap.
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But what about
the historic perspective? Well, when it
started in 1947 and then on into the 1950s,
the mangle, crisps, camera film, toilet paper
and dance-hall admissions were all included,
but candles and swedes were removed. It is
interesting that candles, which were kept in a
drawer ready for when they were required for
power cuts, have since re-emerged as
decoration, a way of creating a pleasant
atmosphere and reducing stress. Swedes have
come back too, although probably not to the
same extent, mainly because they don't reduce
stress. Likewise, we lost frozen cod fillets
in the 50's and hake in the 70's. Does this
mean that we eat less fish now or have our
tastes become more sophisticated'? |
In the 1970's, we had the
emergence of cassette recorders and more
importantly, the dried mashed potato as a
force to be reckoned with - particularly
Cadbury's Smash: For mash get Smash' - voted
the second best advertisement of all time. At
the same time, we became more continental when
yoghurt and duvets made it onto the list. With
the rise of the car, bicycle tyres left the
index. It is only relatively recently that
bicycles have come back into fashion, as a
health thing, although not chez Buckingham. It
is surprising that it was only then that the
very uncomfortable shirts with loose collars
were finally regarded as outmoded. I know - I
used to wear them when I went to Court. In the
last decade, mobile phones have come to the
fore, but 35mm camera film has finally gone.
Fruit smoothies and muffins have come in but
Top 40 singles, slippers and gin have all
gone. Clearly, fings ain't what they used to
be.
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