How to keep customers coming back for things they don’t need.
Tuesday, May 6th, 2008How do you keep customers coming back? Keep them constantly dissatisfied.
That is the topic of this article in Orion Magazine. The author is Jeffrey Kaplan. Here’s are a few excerpts from this well written article. [Note: you might be blocked from going straight into the article. If so, go to the Orion link and then search for the article]. Kaplan can really analyze and some of his passages are gems:
[In 1929,] despite the apparent tidal wave of new consumer goods and what appeared to be a healthy appetite for their consumption among the well-to-do, industrialists were worried. They feared that the frugal habits maintained by most American families would be difficult to break. Perhaps even more threatening was the fact that the industrial capacity for turning out goods seemed to be increasing at a pace greater than people’s sense that they needed them.
It was this latter concern that led Charles Kettering, director of General Motors Research, to write a 1929 magazine article called “Keep the Consumer Dissatisfied.” He wasn’t suggesting that manufacturers produce shoddy products. Along with many of his corporate cohorts, he was defining a strategic shift for American industry—from fulfilling basic human needs to creating new ones.
By the late 1920s, America’s business and political elite had found a way to defuse the dual threat of stagnating economic growth and a radicalized working class in what one industrial consultant called “the gospel of consumption”—the notion that people could be convinced that however much they have, it isn’t enough. President Herbert Hoover’s 1929 Committee on Recent Economic Changes observed in glowing terms the results: “By advertising and other promotional devices . . . a measurable pull on production has been created which releases capital otherwise tied up.” They celebrated the conceptual breakthrough: “Economically we have a boundless field before us; that there are new wants which will make way endlessly for newer wants, as fast as they are satisfied.”
What is the damage done by chasing mere wants with our dollars?
by 2000 the average married couple with children was working almost five hundred hours a year more than in 1979. And according to reports by the Federal Reserve Bank in 2004 and 2005, over 40 percent of American families spend more than they earn. The average household carries $18,654 in debt, not including home-mortgage debt, and the ratio of household debt to income is at record levels, having roughly doubled over the last two decades. We are quite literally working ourselves into a frenzy just so we can consume all that our machines can produce.
“It is Orion’s fundamental conviction that humans are morally responsible for the world in which we live, and that the individual comes to sense this responsibility as he or she develops a personal bond with nature.”
On the topic of advertising and over-consumption, see also, the posts listed in “Wanna go to church? Tired of shopping? Go to “The Church of Stop Shopping.””
This post was written by Erich Vieth










