In ‘Interpretations’ the editors invite scholars to explore and debate central issues or concepts encountered in the study of contemporary European history. Recent sections have dealt with ‘political religion’ (18:4) and political violence (14:1). Here, Andreas Wirsching discusses the changing relationship between labour, consumption and individuality in the twentieth century, Frank Trentmann comments on the difficulties of the term ‘consumer society’, and Andreas Wirsching has provided a final rejoinder.