US is a More Consumer-Oriented Society

The United States has long been characterized as a consumer-oriented society, a concept that has evolved significantly over the past century. The roots of this consumer culture can be traced back to the early 20th century, when the notion of human beings primarily as consumers began to take shape. This was a time when the economy started to pivot from a focus on production to one that emphasized consumption as a key driver of economic growth and social progress.

The rise of consumerism in the United States was not an overnight phenomenon; it was the result of a series of historical developments that encouraged the mass of people to consume more than just the necessities of life. The late 18th century saw the beginnings of this shift in Britain, but it was in the United States, around the turn of the 20th century, that consumer culture began to flourish. The expansion of shops, the surge of mail-order shopping, and the establishment of massive department stores all contributed to a new culture of acquisition and consumption.

The transformation into a consumer society was marked by several key developments. The expansion of big business turned America into a land where timesaving and leisure commodities became widely sought after. The emergence of large department stores and chain stores offered a variety of shopping options, catering to different social classes and not just the wealthy elite. The construction of stores with higher ceilings for larger displays and the use of large sheets of plate glass for windows and countertops revolutionized the shopping experience, allowing consumers to observe a multitude of goods at a glance.

Post-World War II America witnessed an immense eruption of consumption across the industrialized world. The American consumer was often portrayed as a patriotic citizen, contributing to the success of the American way of life. Consumer spending was no longer just about satisfying material desires; it was about upholding values associated with home and family life. The federal government and the American people saw the new consumerism as a way to deemphasize class differences while stressing traditional gender roles.

The consumer culture in the United States is marked by several key features: the pursuit of happiness through acquisition and consumption, the cult of the new, the democratization of desire, and the use of money value as the predominant measure of all value in society. These features have shaped the American ethos and have had a profound impact on the global economy and culture.

Marketing and advertising played a significant role in this shift. L. Frank Baum, better known for “The Wizard of Oz,” founded the National Association of Window Trimmers in 1898, advising businesses on space usage and promotion, which highlights the importance of visual appeal in consumer culture.

The consumer culture also reached rural America, where mail-order catalogs, such as those from Sears, Roebuck & Company, allowed families to access a greater variety of products. These catalogs were considered revolutionary, offering clear pricing and an array of products that provided alternatives to the higher prices and credit purchases at small-town country stores.

Today, the United States continues to be a leading consumer-oriented society, with its influence felt worldwide. The consumer culture has been both celebrated as a driver of economic prosperity and criticized for fostering unsustainable practices and contributing to global issues such as environmental degradation and economic inequality.

As we look to the future, it is clear that the consumer-oriented society of the United States will continue to evolve. The challenge will be to balance the benefits of consumerism with the need for sustainable and equitable economic practices that serve the well-being of all citizens and the planet.