American Consumerism

History of American Consumerism

Before WWI, the idea of buying more than you need for daily life, aside from occasional indulgence, was reserved for only the wealthiest Americans. Although department stores and mail-ordering were expanding across the United States, many families were either too conservative or couldn't afford to buy anything beyond their basic necessities.

However, at the end of World War I, American soldiers returned to a booming economy, a result of increased production during the war, which meant high levels of employment at better pay, which resulted in a lot of cash flow across the nation. Returning soldiers had just endured several years of brutal fighting in bleak conditions and were looking to start families and enjoy life.

Consumption of items like clothing, cars, and household appliances sky-rocketed, and some companies realized they had an exciting opportunity.

Model Ts for Credit

Credit cards didn't make their first appearance until the 1950s. Still, during the 1920s, many companies started offering individuals the opportunity to "buy" items on credit or to buy items in installments, often with sizeable interest charges.

Fig. 1 Man driving a Model T in Seattle, sometime between 1917-1920

One well-known company that was successful in this venture was Ford and the company's creation of the Model T assembly line. Many Americans wanted to own a vehicle, but the hefty price tag meant it was out of reach for the average person. However, over time Ford developed an incredibly efficient assembly line that meant Model Ts could be built in record time, allowing their price to drop from over $800 when they were first released to just $300 in the mid 1920s. With the introduction of credit, Americans were able to buy cars with a down payment of less than ten dollars, meaning millions of citizens could suddenly take to the road.

The 1920s also experienced a massive expansion of ad firms. Companies knew that to keep up with demand, they had to create demand, and so they turned to ad companies to create print ads, posters and propaganda designed to entice the public and leave them feeling like they needed more, even if they already have everything they truly needed. In order for a consumerist society to be effective, there needs to be a culture of emptiness, so that the consumer is always left searching for something to fill the void.

Halt of American Consumerism

Although there was a boom of spending after the First World War, the United States experienced a sharp decrease in spending with the onset of the Great Depression in 1929. After the stock market crashed, production plummeted, and millions lost their jobs. Many citizens could barely afford to buy food, let alone a shiny new radio or a tailored suit.

The effects of the Great Depression continued to be felt for a decade, although many saw some relief in 1933 with the election of Franklin D. Roosevelt and his implementation of the New Deal policies. As the 30s rolled on, the economy experienced intense peaks and valleys, but America didn't fully bounce back until the onset of WWII, when wartime production once again ramped up, and government spending began again in earnest.

Rise of American Consumerism

Although the 1920s is often regarded as the start of American consumerism, many feel that the true rise of consumerism didn't begin until the years following WWII. After so many years of hardship and rationing, Americans were ready spend their money on things they enjoyed, or things that could make their life better or more efficient.

Fig. 2 Woman advertising a refrigerator on TES-TV, 1950s

Many young couples got married and immediately started families, which meant that demand for goods that would complement their growing families was high. Items that were still uncommon before the war were now becoming mainstream and affordable, and families bought items like washing machines, fridges and cars in astounding numbers.

Fig. 3 1950s Kitchen

Consumerism wasn't just driven by ad companies; it was also driven by politicians. After so many years of instability, American politicians really wanted to ingrain the idea of the perfect American family, which meant a white, suburban family with perfect kids, a working father, and a stay-at-home mother. Because of this ideal, most advertisements were targeted at women, who did most of the shopping for household goods.

Women were expected to provide a safe, clean and comfortable home for their husbands and children, and so buying the best possible appliances, clothing and toys was seen as almost a patriotic duty. What better way to support the post-war effort than by buying lots of things and contributing to the economy?

The Effects of Consumerism

Consumerism is still hailed by many as the model of what a good society should be. And to be certain, the consumption of goods is needed for companies to be able to turn a profit. If you start a business selling cookies you will need people to buy your cookies in order for you to be able to make a living, and there's absolutely nothing wrong with that. However, the United States is currently living in a time of massive overconsumption, and there is a downside to the rate at which we consume goods. The following are some of the common critiques of consumerism:

Fig. 4 Consumerism Illustration

Materialism

Materialism is not the same thing as consumerism, but the two can sometimes be hard to distinguish. Materialism is the idea that money and possessions are more important than other elements as life, such as spiritualism. Of course, everyone on the planet is a consumer to some level, so it would not be fair to say that all consumers are materialistic, but a consumerist culture can very easily create a materialistic mindset. In a culture where people feel like they never have "enough," it is natural to feel that the consumption of more goods will fill the void. Companies know this and will often specifically target consumers with products that are supposedly designed to "change your life" or "make you happy." This can sometimes result in people who continually buy products in the hopes of leading a more satisfactory life instead of investigating their feelings and trying to work on the issues that are making them feel sad, fearful or anxious in the first place.

Debt

With the introduction of credit cards in the 1950s, Americans were given the license to spend money they didn't have. While many Americans are in debt due to daily necessities, bills and education costs, others simply outspend their earnings because they want to give off the appearance of being rich or influential. High levels of debt come often leaving people with large monthly interest payments and constant stress, which can often lead to mental health and substance abuse issues.

Environmental Impact

Out of all the critiques of consumerism, the effect it has on the environment has been the most talked about over recent years. In order for people to keep buying new things, companies need to continually pump out products, which means excessive use of resources like gas, water and land. To add to that, many companies that make items such as toys, clothing and electronics, continually make new items so that their older products seem obsolete and are disposed of, filling up landfills and polluting waterways.

Fig. 5 In-N-Out Meal

Consumerism continues to be a controversial issues but remains prevalent in American society today.