Noah Smith
· Noahpinion
· April 16, 2026 at 07:57
· ⏱ 13 min read
| Read on Substack ↗
Summary
Noah Smith argues that consumption, not production, is the true source of individual identity, and that AI-driven disruption of traditional careers could be an opportunity to reorient society toward a 'consumption society' modeled on the self-discovery and leisure of elite college life. For markets, the essay is philosophical with no direct investment thesis, but implies potential shifts in consumer spending patterns and societal attitudes toward work and leisure if AI enables widespread redistribution and reduced labor hours.
•Smith recounts a revelation at a Whole Foods cheese counter: society traditionally values production over consumption, but consumption choices force self-examination and individuation.
•Cites Cheek et al. (2022): participants choosing from larger assortments felt their choices were more self-expressive (N=3,549 across six studies).
•Cites Nanakdewa et al. (2021): when people think of actions as choices, they feel larger, stronger, more independent, and empowered.
•World Values Survey data shows richer countries value 'self-expression' more, and affluence correlates with rising individualism (e.g., Japan's 'me generation' since the 1980s).
•Smith contrasts production (driven by market demand – 'what do others want?') with consumption ('what do I want?'), arguing the latter is more individuating.
•Imagines an AI-enabled future where robust redistribution allows everyone to live like elite college students – reading, partying, making art, and long conversations without work obligations.