Economic historians long told the story of eighteenth-century Europe's transformation from the supply side. New machines and new sources of power raised output, and rising output eventually raised living standards. The decisive changes, on this view, took place in workshops and mills, and consumption was their result rather than their cause. Households in this account are largely passive: they receive the benefits of industrialization only after the factories have been built. The idea of an "industrious revolution" — a term first coined to describe Tokugawa Japan and later adapted to northwestern Europe — reverses the emphasis. It proposes that, well before mechanization, many households chose to work longer and harder for the market, shifting effort away from home production and leisure, in order to buy goods they could not make themselves: sugar, tea, printed cottons, earthenware, clocks.
Part of the idea's appeal lies in what it explains. Real wages for many laborers in this period appear to have stagnated or even fallen, yet probate inventories — lists of possessions recorded at death — show ordinary households acquiring more and more modest consumer goods. If wage rates did not rise, the argument runs, households must have raised their incomes by supplying more labor: more days worked each year, and more family members, including women and children, earning wages. What drove them to do so, on this account, was the appeal of the new goods rather than the pressure of need. Demand, in this view, did not simply follow industrial growth; it helped call it forth.
Critics have pressed on two points. The first is evidential, and it concerns the extra labor itself. Estimates of working time before 1800 rest on scattered sources, such as court records in which witnesses mention what they were doing at a given hour, and such sources can show that people worked but rarely how much more they worked than their grandparents had. The second objection is conceptual. The thesis attributes the extra labor to households' desire for goods, but the same rise in work would be expected if households had simply grown poorer and were working harder merely to stay fed. Distinguishing ambition from necessity requires knowing not only that people worked more but why, and the motives of laboring families were seldom written down.
Defenders reply that the goods themselves are evidence of motive: households on the edge of subsistence do not buy teapots. The reply has force, but it may prove less than it seems, for small luxuries can be bought even by the very poor, precisely because they are small.