My generation made a naive error. We believed that social change was only a matter of challenging modes of production and distribution in society. We did not understand the immense role of culture. Capitalism is a culture, and we must respond to and resist capitalism with a different culture. Another way to put this: we are in a struggle between a culture of solidarity and a culture of selfishness.

I am not thinking of culture that is sold, like professional music or dance. All that is important, of course, but when I speak of culture I am referring to human relations, to the set of ideas that govern our relationships without us realizing it. It is a set of unspoken values that determine the way in which millions of anonymous people around the world relate to each other.

Consumerism is part of that culture. It is an ethic needed for capitalism in its struggle for infinite accumulation. The worst problem for capitalism would be for us to stop buying or to buy very little. And this has generated the consumerist culture that envelops us. But a capitalist social system is not only property relations; it is also a set of unspoken values common to the society. These values are stronger than any army and they are the main force maintaining capitalism today.