A Guide to Consumerism

What is consumerism, where did it come from, and where is it going? These are difficult questions at a time when the scope of consumerism is broadening rapidly. The authors emphasize market and societal problems that underlie the recent upsurge of interest in consumerism. Their analysis of causal factors provides the basis for projections of the future of consumerism. ONSUMERISM has played an expanding role in the environment of business decision makers. Despite wishful thinking by some, the following analysis of consumerism is as relevant today as it was in 1964 when it was written: 1. As evidenced by consumer agitation at the local-state-federal levels, business has failed to meet the total needs and desires of today's consumers. 2. Into this business-created vacuum, government forces have quickly moved to answer this consumer need. 3. The areas of consumer interest are so diverse that they offer government agencies and legislators almost limitless reasons for additional regulation of business and commerce. 4. If business managers want to avoid such new government regulations (with the attendant possibilities of excessive and punitive legislation), they will have to take positive action to demonstrate that the business interest is in more general accord with consumer's needs and wants.1 The ensuing six years has seen the passage of considerable consumerism legislation and a substantial broadening of the concept's scope. During this period one constant factor has been a lack of agreement on the extent of the influence of consumerism or its long-range implications. Businessmen have suffered from a myopia that comes from perceiving consumerism primarily in terms of markets with which they are very familiar. Their emphasis on the peculiarities of these few markets often leads them to overlook similar problems in other contexts and, thus, to discount the seriousness of the overall problem they face. Legislators and members of the consumer movement are more responsive to the broad problems facing consumers, but their lack of understanding of specific market situations too often leads to inappropriate diagnoses and solutions. Fortunately the two basic perspectives are demonstrating a healthy convergence. The goal of this paper is to encourage this convergence by putting consumerism into a perspective that will facilitate understanding.