Final answer:
Manufacturers influenced consumerism by mass-producing goods and engaging in strategic marketing to create a culture of consumption, highlighting the desirable lifestyle associated with their products. The proliferation of credit facilities and the concept of planned obsolescence further encouraged rampant purchasing among various social classes.
Step-by-step explanation:
Role of Manufacturers in Consumerism
Manufacturers played a significant role in the growth of consumerism by increasing production and using marketing strategies to create a culture of consumption. After World War I, the surge in consumer goods production demanded an equal surge in consumption levels. Manufacturers and merchants achieved this by deeply engaging in the burgeoning field of marketing, which focused on stirring the emotions of potential customers. They aimed to persuade consumers that a life full of material goods equated to a better quality of life.
By the 1950s, with almost 60% of Americans belonging to the middle class and having the financial ability to purchase more, consumerism and planned obsolescence became prevalent. New products were specifically designed to become obsolete or unfashionable at a faster rate, compelling consumers to replace items more frequently. The advent of credit purchasing further fueled this by enabling people to buy products they did not have immediate cash for, promoting the concept that buying was akin to achieving success and well-being.
Manufacturers and advertisers understood the power of creating demand, and they went about it by targeting various demographics with specific marketing techniques. Marketing turned into a massive industry, democratizing aspiration for material possessions across social classes.
With the industrial revolution, the idea of consumerism was further solidified. Previously, goods were locally made or purchased, but factories started mass-producing a variety of items that were affordable for the working class. People could now buy products that imitated the lifestyle of the middle class. Advertising during the Industrial Age evolved to cater to a wider consumer market, leading to a competitive business landscape where companies vied for customer loyalty through innovation and branding.