In this paper I propose to use 'consumerism' in a very wide sense, with regard to focus of attention and degree; but to avoid assumptions of secondary implications. This paper will proceed to discuss some psychographics work as a starting point for considering this further problem, and then go on to a pilot study in which some marketing and some official communications were involved.
TNA has been investigating social trends as they affect consumer behaviour. Five groups of trends have been covered and the fifth group of trends, namely Consumerism, which is discussed in detail in this paper. The paper discusses studies of consumerism carried out in the U.S.A. Some background to the development of consumer trends in the U.K. is discussed. In the Monitor pilot several independent factors including consumer scepticism and concern about environment have emerged. Consumerism is not one factor.
The purpose of this paper is to suggest some of the implications of this consumerist movement upon our own market research activities. I begin with a brief historical account of how it has developed in the United Kingdom - a development which is probably paralleled by the equivalent phenomenon in most developed countries. We briefly rehearse the consumerist as arguments as such and the defences commonly put up against them. I review the role that Market Research has for many years played in safeguarding consumer interests - though at the time such projects were not seen in this light.