Bread baking, food growing, and bicycle riding: practice memories and household consumption during the COVID-19 lockdowns in Melbourne

Abstract This article explores the COVID-19 pandemic as an external “shock” that changed household-consumption practices in Melbourne, Australia. We assess national consumption data and retail data for the state of Victoria to show how dramatically consumption patterns shifted during 2020. We then discuss three specific examples of changed consumption practices during the pandemic drawn from an analysis of media reports: bread baking, food growing, and bicycle riding. These activities illustrate how the pandemic and resultant lockdowns enabled innovation in domestic consumption, enhanced food security and resilience, and created space for the experience of a slower way of life. We argue that the pandemic provided impetus to experiment and innovate in ways that are relevant to sustainability but not necessarily motivated by it. Further, there is limited evidence that sustainable consumption practices will live on at an integrated mass scale, given a lack of wider institutional effects, such as changes in policy, business strategy, or mass social movements to support them. Instead, we hypothesize that these new consumption experiences “discovered” during the lockdown will live on as practice memories that might be mobilized when the next shock comes.