A change of culture was needed to increase consumption
In his book, Global Problems and the Culture of Capitalism (Allyn and Bacon, 1999), Richard Robins describes that for the rise of consumerism in the United States to occur, buying habits had to be transformed and luxuries had to be made into necessities. He describes numerous ways in which this was accomplished (pp. 14 - 24):
* A major transformation in the meaning of goods and how they were presented and displayed. This included:
o The evolution of the department store into a place to display goods as objects in themselves. Orchestras, piano players, flower arrangements, and so on would be used to “present goods in a way that inspired people to buy them. The department store became a cultural primer telling people how they should dress, furnish their homes, and spend their leisure time.” (p. 15, emphasis added)
o Advertising was another “revolutionary development” to influence the creation of the consumer.
The goal of the advertisers was to aggressively shape consumer desires and create value in commodities by imbuing them with the power to transform the consumer into a more desirable person. ... In 1880, only $30 million was invested in advertising in the United States; by 1910, new businesses, such as oil, food, electricity and rubber, were spending $600 million, or 4 percent of the national income, on advertising. Today that figure has climbed to well over $120 billion in the United States and to over $250 billion worldwide.
— Richard Robbins, Global Problems and the Culture of Capitalism, (Allyn and Bacon, 1999), pp. 15 - 16
(See also this web site’s media section on advertising and the relationship with consumers.)
o The idea of fashion would help in the “stirring up of anxieties and restlessness over the possession of things that were not ‘new’ or ‘up-to-date’. Fashion pressured people to buy not out of need but for style — from a desire to conform to what others defined as ‘fashionable.’” (p. 16)
o Creation of, as well as improvement of service also helped. Customers were to be treated like guests. The adage of “the customer is always right” rings true here.
* A transformation of the major institutions of American society, each redefining its function to include the promotion of consumption.
o Robbins notes that, “Educational and cultural institutions, governmental agencies, financial institutions, and even the family itself changed their meaning and function to promote the consumption of commodities.” (p. 17)
o Education for example would be expanded from production/manufacturing knowledge to include things like accounting, marketing, sales, etc. Business schools popped up in many places.
o Robbins also describes the setting up of the U.S. Commerce Department in 1921, under Herbert Hoover, as a clear example of the increasing role of the federal government in the promotion of consumption. As he points out:
Hoover clearly intended the Department of Commerce to serve as the hand-maiden of American business, and its main goal was to help encourage the consumption of commodities. For example, between 1926 and 1928 the BFDC
, under Hoover’s direction, initiated the Census of Distribution (or “Census of Consumption,” as it was sometimes called) to be carried out every ten years. (It was unique at that time; Britain and other countries did not initiate government-sponsored consumer research until the 1950s). It detailed where the consumers were and what quantities of goods they would consume; it pointed out areas where goods were “overdeveloped” and which goods were best carried by which stores. The Commerce Department endorsed retail and cooperative advertising and advised merchants on service devices, fashion, style, and display methods of all kinds. The agency advised retail establishments on the best ways to deliver goods to consumers, redevelop streets, build parking lots and underground transportation systems to attract consumers, use colored lights, and display merchandise in “tempting ways”. The goal was to break down “all barriers between consumers and commodities” (Leach 1993:366)
— Richard Robbins, Global Problems and the Culture of Capitalism, (Allyn and Bacon, 1999), pp.18-19
http://www.globalissues.org/TradeRelated/Consumption/Rise.asp