If the financial crisis has taught us anything, it is that Americans save too little, spend too much, and borrow excessively. What can we learn from East Asian and European countries that have fostered enduring cultures of thrift over the past two centuries? "Beyond Our Means" tells for the first time how other nations aggressively encouraged their citizens to save by means of special savings institutions and savings campaigns. The U.S. government, meanwhile, promoted mass consumption and reliance on credit, culminating in the global financial meltdown.

Many economists believe people save according to universally rational calculations, saving the most in their middle years as they plan for retirement, and saving the least in welfare states. In reality, Europeans save at high rates despite generous welfare programs and aging populations. Americans save little, despite weaker social safety nets and a younger population. Tracing the development of such behaviors across three continents from the nineteenth century to today, this book highlights the role of institutions and moral suasion in shaping habits of saving and spending. It shows how the encouragement of thrift was not a relic of indigenous traditions but a modern movement to confront rising consumption. Around the world, messages to save and spend wisely confronted citizens everywhere--in schools, magazines, and novels. At the same time, in America, businesses and government normalized practices of living beyond one's means.

Transnational history at its most compelling, "Beyond Our Means" reveals why some nations save so much and others so little.

How has the Japanese government persuaded its citizens to save substantial portions of their incomes? And to care for the elderly within the family? How did the public come to support legalized prostitution as in the national interest? What roles have women's groups played in Japan's "economic miracle"? What actually unites the Japanese to achieve so many economic and social goals that have eluded other polities? Here Sheldon Garon helps us to understand this mobilizing spirit as he taps into the intimate relationships everyday Japanese have with their government. To an extent inconceivable to most Westerners, state directives trickle into homes, religious groups, and even into individuals' sex lives, where they are frequently welcomed by the Japanese and reinforced by their neighbors. In a series of five compelling case studies, Garon demonstrates how average citizens have cooperated with government officials in the areas of welfare, prostitution, and household savings, and in controlling religious "cults" and promoting the political participation of women.

The state's success in creating a nation of activists began before World War II, and has hinged on campaigns that mobilize the people behind various policies and encourage their involvement at the local level. For example, neighborhoods have been socially managed on a volunteer basis by small-business owners and housewives, who strive to rid their locales of indolence and to contain welfare costs. The story behind the state regulation of prostitution is a more turbulent one in which many lauded the flourishing brothels for preserving Japanese tradition and strengthening the "family system," while others condemned the sexual enslavement of young women.

In each case, we see Japanese citizens working closely with the state to recreate "community" and shape the thought and behavior of fellow citizens. The policies often originate at the top, but in the hands of activists they take on added vigor. This phenomenon, which challenges the conventional dichotomy of the "state" versus the "people," is well worth exploring as Western governments consider how best to manage their own changing societies.

In The Ambivalent Consumer, Sheldon Garon and Patricia L. Maclachlan bring together an array of scholars who explore the ambivalence provoked, especially in East and Southeast Asia, by the global spread of "American" consumer culture. As the world's second-largest economy, Japan has long engaged in a vibrant consumerism tempered by deeply held beliefs about morality, thrift, community, and national identity. Its neighbors in East and Southeast Asia-South Korea, China, Malaysia, and Singapore-have likewise anxiously balanced consumption and saving.

The first comparative volume to examine global phenomena of consumer culture from the perspective of East Asia, this book analyzes not only the attractions of mass consumption but also the many discontents and dilemmas that arise from consumerism. Placing Japan and the United States in a transnational context, the book's contributors find that European countries more closely resemble Japan than they do the United States in their saving rates, consumption levels, environmental concerns, and discomfort with consumer credit.

The Ambivalent Consumer offers a useful perspective on the political economies of consumption to address such pressing topics as movements against genetically modified foods; shifting relations among consumers, producers, and states; the differential influence of gender on consumption; and conflicting consumer attitudes toward globalization.

Contributors: Takatsugu Akaishi, Nagasaki University;Lizabeth Cohen, Harvard University;Deborah S. Davis, Yale University;Sheldon Garon, Princeton University;Andrew Gordon, Harvard University;Charles Yuji Horioka, Osaka University;Patricia L. Maclachlan, University of Texas at Austin;Laura C. Nelson, California State University, East Bay;Takao Nishimura, Yokohama National University;Jordan Sand, Georgetown University;Sven Steinmo, University of Colorado at Boulder;Frank Trentmann, Birkbeck College, University of London;Shunya Yoshimi, Tokyo University"

In The Ambivalent Consumer, Sheldon Garon and Patricia L. Maclachlan bring together an array of scholars who explore the ambivalence provoked, especially in East and Southeast Asia, by the global spread of "American" consumer culture. As the world's second-largest economy, Japan has long engaged in a vibrant consumerism tempered by deeply held beliefs about morality, thrift, community, and national identity. Its neighbors in East and Southeast Asia-South Korea, China, Malaysia, and Singapore-have likewise anxiously balanced consumption and saving.

The first comparative volume to examine global phenomena of consumer culture from the perspective of East Asia, this book analyzes not only the attractions of mass consumption but also the many discontents and dilemmas that arise from consumerism. Placing Japan and the United States in a transnational context, the book's contributors find that European countries more closely resemble Japan than they do the United States in their saving rates, consumption levels, environmental concerns, and discomfort with consumer credit.

The Ambivalent Consumer offers a useful perspective on the political economies of consumption to address such pressing topics as movements against genetically modified foods; shifting relations among consumers, producers, and states; the differential influence of gender on consumption; and conflicting consumer attitudes toward globalization.

Contributors: Takatsugu Akaishi, Nagasaki University;Lizabeth Cohen, Harvard University;Deborah S. Davis, Yale University;Sheldon Garon, Princeton University;Andrew Gordon, Harvard University;Charles Yuji Horioka, Osaka University;Patricia L. Maclachlan, University of Texas at Austin;Laura C. Nelson, California State University, East Bay;Takao Nishimura, Yokohama National University;Jordan Sand, Georgetown University;Sven Steinmo, University of Colorado at Boulder;Frank Trentmann, Birkbeck College, University of London;Shunya Yoshimi, Tokyo University"

'This book is recommendable not only to students of Japanese political or labour history, but also to those interested in studying comparative industrial relations. It is an excellent example of how a historical account sheds much light on what might easily be swept aside under the umbrella of culture to explain a nation's industrial relations systems.' - Mari Sako, Work, Employment & Society.