Why Do We Buy What We Buy?

Introduction to Modern American Consumerism

• Rooted in societal factors and competition among individuals, not just brands.
• Marketers and advertisers influence purchasing, but social pressures play a crucial role.
• American consumerism tied to the country's capitalistic, growth-centered economy.
• Societal competition leads to increased consumption, often without means.

Historical Development of Consumerism

• 1920s: Mass production makes mass consumption possible.
• 1950s: Post-WWII, the model of consumerism picked up with government support, leading to the expansion of durable goods and household appliances.
• Initial benefits mostly confined to white Americans.

Reasons Behind Consumerism

• Inequality and social structures drive competitive consumption.
• Reference groups (neighbors, coworkers, social media) play a key role in determining desires.
• Higher inequality triggers competitive consumption, leading to escalated standards.

Competitive Consumption

• Social esteem is linked to the ability to consume.
• Money and consumer goods are measures of social worth.

Role of Reference Groups

• Initially based on residential areas; now also influenced by workplace and media.
• Social media and television expand reference groups beyond physical interactions.

Gender and Consumerism

• Women drive everyday purchases, though studies show little gender difference in consumption models.
• Marketing data indicates women do a disproportionate amount of spending.

Racial Dynamics in Consumerism

• Black Americans' consumption is not starkly different from whites but is affected by racism.
• Structural racism affects spending patterns, such as increased spending on appearance to avoid retail stigma.
• Historical context of controlled consumption during enslavement influences modern discourse.

Anti-Consumerism Movements

• Historical and current movements, including minimalist and ecological initiatives.
• Mainstream aspects of anti-consumerism focus on reducing work and consumption for better life control.

Consumerism and Environmental Concerns

• Discussed in terms of volume and composition changes in consumption.
• Inequality in consumption has ecological impacts; the Green New Deal addresses some concerns.

Impact of Economic Events on Consumerism

• The Great Recession slowed the cycle of acquisition and discard.
• Covid-19 exposed income inequalities and may influence future spending and work patterns.

Conclusion: The Work-Consumption Relationship

• Work patterns influence consumption more than consumer desires.
• Post-pandemic, disparities in income and spending power become evident, leading to varied responses in consumer behavior.