Skip to main content

The Rise of the Skilled (and Lonely) Consumer

January 16th, 2026 | 12 min read

By Eddie LaRow

David Riesman, in his 1950 work The Lonely Crowd, wrote that “Today the future occupation of all moppets is to be skilled consumers.” I would alter this to say “to be skilled and lonely consumers”—a change that I’m quite sure Riesman would approve of.

true true

Want to keep reading?

Subscribe for free to access this article and all of our resources.

Free.

Eddie LaRow

Eddie LaRow is an acquisitions editor with Baker Books.