The theory of Consumerism is that the consumption of goods is of economic benefit. This couldnt be more true, and upon closer study it becomes apparent just how huge a factor Consumerism is within economy.
The key factor in the success and effectiveness of Consumerism lies with the 'Teenage Consumer'. Rooted mainly in the 1930's, teenagers had more money to spend, and began spending this money on clothes, dances, records etc. This was due to Determinist philosophies making a revival of the economy possible, especially within sudden new industries e.g electrical equipment, pharmaceutical companies, car companies etc.
By the start of the 1950's, British society was starting to become more and more like America.
Leisure times for families increased, with smaller families and less working hours in the day. Middle-Class consumers were buying electrical appliances, cookers, washers and even family cars, and by 1960 the majority of Middle-Class families were enjoying the full benefits of electricity.
The Working-Class also shared the perks of this rise in the economy, with families now able to afford regular cinema trips, television sets and cars.
The power of the consumer was rising with the now cheap and dependable electricity on offer.
This change in society had a widespread effect of British culture.
People were now staying in more as they had television sets to replace the vaudevilles that they would normally have to leave their homes to see. The introduction of the T.V was very important for this reason as it gave people the option of not having to leave the comfort of their homes for entertainment.
Britain became even more like America still as it began to copy it's integration of fast-food into society. In 1954 the first 'Wimpy' was opened, the British answer to 'McDonald's', and by the 1960's over 500 Wimpy's were running in Britain.
The apparent option as a consumer to choose from a 'list' of options for entertainment was never really there, as the consumer was still choosing from a list provided by an industry. For this reason this type of consumerism is both creative and restrictive.
This returns to the importance of the teenage consumer. Infant mortality had fallen by 1950. As a result, children were suddenly healthier, taller, fitter and were hitting puberty quicker. They were spending longer in school and, were also wanting things more.
People were beginning to migrate to towns, where moe things were going on, and as a result less people were living in the countryside.
They also had a better health service, living longer and healthier due to the introduction of the NHS in 1948.
The power of the consumer was very important in developing a new culture for Britain, and is just as important in today's society, boosting the economy in a constant circle of financial flux.
go on!
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