Consumerism in the 1920's had both positive and negative effects on the American class system. The overall standard and quality of life had drastically improved for most people. However, the impacts of consumerism could be seen in more than just the economy, as the consumer mindset impacted all aspects of American life. |
Loss of Moral
During the 1920's, morals in society began to change. Some changes were driven by gender, but many other changes were driven by the change to a more materialistic and consumer driven society.
Morals and Gender
Changes in gender roles contributed to one part of the moral decline. No longer were women confined to the original gender norms, so they began to take more freedom in their fashion. Dresses could now be seen several inches above the ground, revealing a woman’s knees, something that would have been seen as absolutely scandalous a decade before. In addition, women began to drink and smoke in public. Women began to enjoy more sexual liberty and were no longer confined to the idea that women should limit their interactions with men until marriage. Morals and Consumerism
The 1920s brought about a new age of consumerism, with mass advertisements and mass production of consumer goods. Society became much more materialistic, and gaining more material goods was believed to raise someone to a higher class. Individuals borrowed money to buy more and more items, something they thought would raise their social status. Unlike the decade before, individuals were no longer bound by traditional morals and values and instead aimed to gain more wealth and material goods. |
In this time period, those with more money were allowed to live extravagant lives and were more powerful than the lower and middle class. As a result, many wanted to gain wealth. To do this, however, they often turned to illegal methods. During this time period, the government had put a ban on the manufacture and sale of alcohol, officially known as Prohibition. Organized criminal groups continued to manufacture and sell alcohol, and joining a gang could allow someone to get rich very fast. Many abandoned their morals as they partook in illegal activities to gain money. |
"The problem before us today is not how to produce the goods, but how to produce the customers. Consumptionism is the science of compelling men to use more and more things. Consumptionism is bringing it about that the American citizen's first importance to his country is no longer that of a citizen but that of a customer."
-Samuel Strauss