American Consumerism By Andrew Phan, Matthew Castro, & Jairo Chen

The Rise of American Consumerism ●Near the end of WWII, wartime production had helped pull America and its economy out of depression. ●From that point forward, as there was a rise in consumerism, there was also a rise in the power to spend on consumer goods for young adults. ●By the late 1940s’, Consumerism started to boom. More jobs were opening up and wages were rising. The lack of consumer goods during the war gave Americans a deep need to spend. ●Having a deeper need to spend, Americans went everywhere to buy goods from small stores to shoppings malls.

History Behind the Shopping Mall ●The shopping malls or a.k.a shopping centers first started in the 1920s’ in California and were a collection of small stores bounded together at on place. ●Originally, the concept of the shopping mall was supposed to be a community center where people could come together and mingle for shopping, cultural activity, and social interaction. It basis was to make it an “indispensable servant of community.” ●After its start, the shopping mall had become a huge success and impacted America dramatically especially in the way it enhanced community life, and ultimately became a consumer phenomenon.

1950s’ Consumerism ●Consumerism may have suffered through the Great Depression, but it never died out and same went with the shopping malls. ●Because of WWII’s contribution in bringing back America from depression, shopping malls began to grow and boom again as it did in the 1920s’. ●America now saw that being a consumer and indulging in purchasing goods and items was the new way of life for America and would only be contributing to the “more, newer and better” and the ultimate success of the economy. ●By this time, Americans invested in the items and goods useful around the house and for family life like televisions, cars, washing machines, refrigerators, toasters, and vacuum cleaners

1950s’ Consumerism (continued) ●These items helped to modernize the homes and lives of these families. ●Between the late 1940s’ and early 1950s’, Americans purchased 20 million refrigerators, 21.4 million cars, and 5.5 million stoves, which as a result, started a trend that still lasts today.

1960s’ Consumerism ●Because the GI Bill was put into effect at the end of WWII, which provided for college or vocational education for returning World War II veterans as well as one-year of unemployment compensation and also provided loans for returning veterans to buy homes and start businesses, it helped the economy a lot and greatly influenced consumerism. ●The loans given from the bill made it possible for veterans to move to new cities and buy new houses, which increased car ownership and created better highways. ●This began in the early 1950s’ and had a lasting effect in the 1960s’. ●By and during the 1960s’, the complexity of technology, marketing, and consumer goods had greatly advanced

1960s’ Consumerism (continued) ●Consumerism may have seemed to be rising higher and higher, but it had temporary setbacks with the economy at this time because of the battles and wars happening in foreign lands like Vietnam. ●But other advancements were that there was now an increase and rise in incomes and education.

1970 & 1980s’ Consumerism ●“Big is better,” which was a main theme in the 1970s’ and 1980s’.. ●At this time, Congress had to regulate the credit card boom and started around the 1950s’ and they did. ●Many people used credit cards because of the fact that, people didn’t have money but were using it to acquire the many goods in America. ●This was the time of post-Fordism, which was the dominant system of economic production, consumption and associated socio-economic phenomena, in most industrialized countries since the late 20th century that’s main basis was exploiting labor, resources, and markets within the Third World. ●This was a baby boom for the American market that was post-WWII.

(continued) ●The economy as well as consumerism slowed down a bit with America experiencing an economic recession during the 1980s’ with a recorded 10.4% of the population being unemployed. ●Stocks were reaching lows at this time too, but by the late 1980’s they began to ascend at astonishing rates. ●Technology and goods hugely developed like the first Blockbuster video rental store was opened, allowing people to rent movies and films to watch in their own homes, the VHS commercial camcorder was released, and Space Invaders (Video Game) was released.

1990s’ and Onward The 1990’s was also part of the post-Fordism time and exploited the same things as it did from the 70s’ and 80s’ from the Third World. However, there was a new trend now, which was of new consumer items. Two big items that everyone wanted were a pair of sneakers (mainly for kids), and the computer. This was the “new and better” now and were what the 90s’ were about.

(continued) ●The 21st century was a dramatic change in everything. ●Technology had developed so far where people had phones that didn’t need to be on a wire anymore, and also they had many great features like the touchscreen or Wi-Fi. ●Today’s consumerism focuses on the technological goods, clothing, fast food and entertainment. ●Examples are the iPhone by Apple, MacBook by Apple, Air Jordans’, McDonald’s, or buying and downloading music or games from such devices. ●Consumers these days don’t even need to go out to shop. they can go on Amazon or eBay and buy whatever item they want with a credit card and a click of a finger. ●Consumerism in the 21st Century and even in the earlier decades has changed America a lot for a better economy and overall, for the better.

Bibliography 1. general-article/tupperware-consumer/ general-article/tupperware-consumer/ 2. proceedings.aspx?Id=7196http:// proceedings.aspx?Id= Consumerism-Post-Fordism.html

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