Economist E.F Schumacher’s book of the early 70’s “Small is Beautiful” was a radical challenge to the 20th century’s intoxication with what the author described as “gigantism”. For several decades, mass production methods were producing cheaper goods than ever before and mass media and mass culture opened up new opportunities to a wider audience than ever. It was creating bigger markets and bigger political entities – his book came on the eve of the vote on the European Common Market in 1975 – but he believed such scale led to a dehumanisation of people and the economic systems that ordered their lives.
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