Consumer revolution

Definition

The consumer revolution refers to a period in the 18th century when there was a marked increase in the consumption of goods and services in Europe and colonial America, driven by rising disposable incomes and changing social attitudes toward material possessions. This shift allowed more people, including those in lower social strata, to access and display an array of consumer goods, signifying status and identity within society. As a result, material culture began to reflect broader social changes, such as class distinctions and cultural shifts.

5 Must Know Facts For Your Next Test

1. The consumer revolution was influenced by the Industrial Revolution, which increased production capacity and availability of goods.
2. This period saw the rise of new retail formats such as department stores and mail-order catalogs, making consumer goods more accessible.
3. Luxury items like tea, porcelain, and textiles became popular among a broader segment of society, reflecting changing tastes and lifestyles.
4. As more goods became available, advertising emerged as a key tool for companies to promote their products and encourage consumption.
5. The consumer revolution played a significant role in shaping individual identities and social relationships by fostering competition for status through material possessions.

Review Questions

• How did the consumer revolution influence social stratification in colonial America?
  • The consumer revolution significantly impacted social stratification by allowing individuals across different classes to acquire goods that were once limited to the wealthy. As lower classes gained access to consumer items like ceramics and textiles, the lines between social classes became more blurred. However, this also led to competition among social groups as they used material possessions to signify status, reinforcing some traditional class distinctions even as new opportunities emerged for consumption.
• In what ways did material culture evolve during the consumer revolution in 18th-century New England?
  • During the consumer revolution in 18th-century New England, material culture evolved dramatically as households began acquiring a wider variety of goods that reflected their status and tastes. This included not only everyday items but also decorative objects that showcased individual identities and aspirations. The shift from utilitarianism to aesthetic value in household items signified deeper cultural changes where status was expressed through ownership of luxury goods rather than solely through land or family connections.
• Evaluate the long-term effects of the consumer revolution on American society beyond the 18th century.
  • The long-term effects of the consumer revolution on American society include the establishment of a consumer culture that persisted into the 19th and 20th centuries. This culture has encouraged ongoing economic growth driven by consumer spending while also shaping social values around identity and status. Furthermore, it laid the groundwork for modern marketing practices and fostered a societal expectation of constant consumption that continues to influence American life today. The increased focus on consumerism has contributed to debates on sustainability and economic equity in contemporary society.

Related terms

Material Culture: The physical objects, resources, and spaces that people use to define their culture, which includes artifacts related to everyday life and consumption.

Social Stratification: The hierarchical arrangement of individuals into social classes based on factors like wealth, income, race, education, and power.

Consumerism: A social and economic order that encourages the acquisition of goods and services in ever-increasing amounts, often associated with the desire for status and luxury.