Frank Trentmann is not very happy with my article, for the following three main reasons: First: the term ‘consumer society’ is applied too extensively and is not sufficiently defined. Second, my parameters of space and time are unclear, with the result that I neglect the differences in consumption and ‘consumer society’ in different parts of the world and at different periods. Furthermore, I do not establish a clear chronology with respect to the historical relationship between work and consumption. On this basis, third, Trentmann remains unconvinced by my critical remarks on the problems of individuality, citizenship and the pitfalls of historical teleology.