The hidden work of coping: gender and the micro-politics of household consumption in times of austerity

Journal of Marketing Management

This article explores the coping strategies of women in 10 middle-class Italian families facing economic crisis. We investigate food provision revealing the ceaseless extra work that goes into meal preparation. Adopting anthropological theories of thrift and sacrifice, we unpack participants’ micro-coping strategies, observing their tendency to redirect resources towards their loved ones and abnegating their own needs for the greater good of the family. This sacrifice is done out of necessity, reinforcing traditional gender inequalities in the home. However, there is also evidence that women take pride in their coping, developing new competencies and maintaining control over meal provision and thus the wider patterning of family life. We explore the significance of recessionary times for the constitution of female subjectivities at home.