Estonian Human Development Report

itive by 42% and 44%, and generally negative by 41% and 40%
of the respondents, respectively. Of the respondents in 2002,
10%, and in 2008, 9% expressed a very negative opinion on
this aspect. This probably reflects people’s dissatisfaction
with the sharp increase in social stratification based on material
means that has occurred over the past fifteen years. It is
also likely that the memory of the Soviet era, a time of relative
equality in contrast to the current situation, plays a role in
shaping these opinions. The available figures clearly indicate,
however, that consumption has increased and the consumerist
orientation has strengthened (see below). Regardless of the
critical attitude described above, Estonian people are active
consumers and increasingly value the opportunities for self
expression gained through consumption.
The latter fact is confirmed by the growing percentage of
people who report in their responses to our surveys that they
generally have enough money for certain goods or services (see
Table 5.2.1.). The table also shows that as recently as in October
2008, people did not feel that they experienced problems
related to lack of money more often than before: there has not
been a decrease in the amount of money available to be spent
on any group of goods or services as compared to 2002, and
often the opposite is true. For example, in 2002, 72% of the
respondents had enough money to feed themselves properly,
while in 2008 that figure had reached 80%. Furthermore, the
share of respondents who reported having enough money to
buy clothes and a computer had increased by no less than 12%
and 11%, respectively (the objective statistical data provided on
families in Chapter 1 also verifies this tendency). Meanwhile,
the number of people who reported having enough money for
providing their children with education and hobby opportunities
remained the same in the case of both studies. These
results are influenced, to a degree, by the fact that a large segment
of the sample (approximately 60%) does not have children
under 18 and therefore does not have to spend money on
their education. Moreover, parents tend to prioritize expenses
related to their children to the extent that they have considered
it necessary to spend money on children’s education and
hobbies even in poorer times. Consumption related to children
therefore seems to be less affected by the economic wellbeing
than other personal expenses.
Beginning with the 2002 survey, we have also attempted
to measure the more general consumerist orientation of the
society through consumption-related questions. In studying
consumerist orientation, we proceed from the definition
provided by Zygmunt Bauman: “Consumerism stands for
production, distribution, desiring, obtaining and using, of
symbolic goods. /…/ Consumption is not just a matter of satisfying
material greed, of filling your stomach. It is a question
of manipulating symbols for all sorts of purposes. On the level
of the life-world, it is for the purpose of constructing identity,
constructing the self, and constructing relations with others”
(Bauman 1992: 223). Thus, consumerism is a phenomenon
knowingly oriented at shaping lifestyles and identities. In
compiling the index we aggregated the affirmative responses
to the following statements: “I sometimes order clothes from
a tailor”, “I prefer the products of certain clothes manufacturers
or certain brands”, “I sometimes buy clothes when I’m
abroad”, “whether or not the clothes fit is more important
than their price”, “the brand of clothes is more important than
their price”; “I have followed one style in furnishing my apartment”,
“I have my own hairdresser”, “I have my own beautician”,
“I have my own masseuse”, “I have done aerobics during
the past year”, “I have visited the gym during the past year”.
Table 5.2.1. Expenses of Estonian consumers (percentage
of respondents who chose the answer “I generally
have enough money for …”) Do you or your family
have enough money for the following expenses?
Type of expense 2002 2008 Increase (%)
Feeding yourself properly 72 80 8
Residential expenses 69 76 7
Medical products, taking care of your health 55 64 9
Taking care of your appearance 40 45 5
Buying clothes 34 46 12
Providing your children with education 33 33 0
Subscribing to newspapers or magazines 28 32 4
Entertaining guests, making gifts 26 34 8
Children’s hobby activities 24 27 3
Learning, self-education 20 21 1
Entertainment, hobbies 19 24 5
Sports 19 23 4
Going to the theatre or concerts 19 25 6
Maintaining and driving a car 18 27 9
Buying books 18 23 5
Buying new home appliances 15 21 6
Visiting cafés, restaurants 14 17 3
Supporting your close relatives 12 14 2
Performing home repairs 11 16 5
Buying, maintaining and upgrading a computer 10 21 11
Furnishing your apartment 9 18 9
Travel 8 14 6
Buying or repairing a car 6 10 4
Sources: Mina. Maailm. Meedia 2002, 2008
Figure 5.2.2. Spread of high and very high levels of
consumerism by age groups in 2002 and 2008 (percentage
of the age group)
60
50
40
30
20
10
0
55 55
20 21
19
15–19 20–29 30–44 45–54 55–64 65–74
Sources: Mina. Maailm. Meedia 2002, 2008
Consumerism 02, high and very high
Consumerism 08, high and very high
Through the years, consumerism has been characteristic
of younger and more affluent people. This consumption
orientation has, however, also spread quickly throughout
the society as a whole. While only 13% of the entire sample
exhibited high and very high levels of consumerism at the
end of 2002, the share had increased to 39% by 2008.
Figure 5.2.2. shows how the rate of consumerism has
grown in different age groups. As expected, the level of consumerism
is highest among young people, both in the 15–19
and 20–29 age groups. The tendency to value the modern
consumerist world has spread rapidly among young consumers,
rising from 20% to 55%. At the end of 2002, just 7%
of the respondents belonging to the group with the lowest
income (less than 1500 kroons a month per family member)
exhibited high and very high levels of consumerism, while
the corresponding rate was 36% in the case of the group
with the largest per capita monthly income (more than 6000
kroons per household member). By November 2008, the
indicators had reached the following levels: the percentage
of people with high and very high levels of consumerism had
already grown to 27% among the poorest group (monthly
44
10
38
8
20
3
15
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