History of Consumption

what are the main phases of the history of modern consumption

1. 1890’s-1920’s: The Progressive Era

2. 1940’s-1950’s: Keeping Up with the Jonse’s

3. 1960’s-1970’s: Cultural Rupture

4. 1980’s-1990’s: Greed is Good

The Progressive Era

Formation of large markets and marketing

• Urbanization: people flocking to big cities from countryside 

• Mass Distribution: railroads 

• the rise of advertising to reach national markets

what brand characters came from the Progressive Era 

• the Ghost of Christmas

• Coca-Cola’s traditional Santa Claus

what did we see regarding growth in the Progressive Era

economic growth and social mobility

• big fortunes

• emergence of middle class jobs

• leisure time and discretionary income

what is conspicuous consumption

the public displays of consumption and leisure to express financial standing

Keeping up with the Joneses

post WW2 economic boom

• promoted consumption as a civic duty

• consumption = citizenship

• formation of the American Dream

Cultural Rupture

contestation of authority

• cold/vietnam war: peace movement

• traditional gender roles: feminist movement

• racial segregation: civil rights movement

• FREEDOM OF EXPRESSION

Greed is Good

Aftermath of last 70’s recession: oil shortage and war expenses

• Propaganda: growth at all costs

globalization goes mainstream

• production goes over seas and competition increases

Consumerism and Excess 

• explosion of credit cards 

• 16,000 new malls 

• personal style goes mainstream 

Contemporary Consumer Culture

identifies and aspirations become defines by consumption