In recent years, dissatisfaction has been expressed by increasingly large numbers of people about a society which seems to have consumption as both its means and its end. In the late 1960s and early 1970s, there was a growing consciousness of the problems that the age of mass consumption brought with it. A new awareness of the alternatives that might be possible, indeed necessary, became apparent. Such moves were supported by books like Charles Reich’s The Greening of America, Alvin Toffler’s Future Shock and Theodore Roszak’s The Making of a Counter Culture. The message articulated by these and other writers of the movement was basically a simple one: that people could no longer be thought of as ‘consumers’, as some aggregate variable in the grand design of market planning. They were individuals intent on doing their own bidding.
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