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The Waste Makers

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The Waste Makers The Waste Makers BY VANCE PACKARD LONGMANS LONGMANS, GREEN AND CO LTD 6 & 7 CLIFFORD STREET, LONDON W I 605-6II LONSDALE STREET, MELBOURNE C I 443 LOCKHART ROAD, HONG KONG ACCRA, AUCKLAND, IBADAN KINGSTON (JAMAICA), KUALA LUMPUR LAHORE, NAIROBI, SALISBURY (RHODESIA) LONGMANS SOUTHERN AFRICA (PTY) LTD THIBAULT HOUSE, THIBAULT SQUARE, CAPE TOWN LONGMANS, GREEN AND CO INC 119 WEST 4OTH STREET, NEW YORK 18 LONGMANS, GREEN AND CO 137 BOND STREET, TORONTO 2 ORIENT LONGMANS PRIVATE LTD. CALCUTTA, BOMBAY, MADRAS DELHI, HYDERABAD, DACCA Copyright © 1960 by Vance Packard This edition first published 1961 Printed in Great Britain by Lowe & Brydone (Printers) Ltd., London, N.W.10 To my Mother and Father who have never confused the possession of goods with the good life. Acknowledgments I WISH TO EXPRESS MY GRATITUDE TO THE MANY PEOPLE WHO counseled or otherwise aided me in assembling this book. My sense of indebtedness is especially great to the staff members of Consumers Union—especially Mildred Brady and Florence Mason—who showed such patience in supplying me with information and advice. I also feel particularly indebted to William Zabel for the many hours he spent in 1958 helping me understand some of the then-known ramifications of planned obsolescence. It is not possible to cite by name all of the several hundred people who contributed to this book by offering insights, information, or criticism. And some, I know, would not wish to be identified. However, I would like to express my special appreciation to Leland Gordon, Raymond Loewy, Warren Bilkey, Robert Cook, Louis C. Jones, Loring Chase, George Stocking, R. E. Runzheimer, Charles and Nancy Saxon, Edward and Jane Eager, and, of course, Kennett and Eleanor Rawson and my wife Virginia. Finally, no statement of indebtedness would be complete for a book such as this if I did not take account of the help I received from the viewpoints and conclusions of others who have wrestled with some aspects of the problems that will be dealt with here. Fifteen persons who come most immediately to mind as having stimulated my own thinking are: Harrison Brown, Stuart Chase, Joseph Clark, John Kenneth Galbraith, Robert Heilbroner, Aldous Huxley, Joseph Wood Krutch, Paul Mazur, Reinhold Niebuhr, Fairfield Osborn, David Potter, Joseph Spengler, Barbara Ward, Colston Warne, William Whyte, Jr. VANCE PACKARD Contents Part I THE DEVELOPING DILEMMA 1. City of the Future? 2. The Nagging Prospects of Saturation 3. "Growthmanship" Part II IN RESPONSE, NINE STRATEGIES 4. There's Always Room for More 5. Progress Through the Throwaway Spirit 6. Progress Through Planned Obsolescence 7. Planned Obsolescence of Desirability 8. How to Outmode a $4,000 Vehicle in Two Years 9. America's Toughest Car—and Thirty Models Later 10. The Short, Sweet Life of Home Products 11. Fashion Lines for the Kitchen 12. The Repairman's Paradise 13. Progress Through Planned Chaos 14. Selling on the Never-Never 15. Hedonism for the Masses 16. Progress Through Proliferation of People Part III IMPLICATIONS 17. Ever-Mounting Consumption? 18. The Vanishing Resources 19. The Commercialization of American Life 20. The Changing American Character Part IV SOME SUGGESTED COURSES 21. Restoring Pride in Prudence 22. Restoring Pride in Quality 23. Respecting the Eternal Balance 24. Facing the Unmet Challenges 25. Achieving an Enduring Style of Life Reference Notes Index A society in which consumption has to be artificially stimulated in order to keep production going is a society founded on trash and waste, and such a society is a house built upon sand. —DOROTHY L. SAYERS in Creed or Chaos PART I The Developing Dilemma CHAPTER 1 City of the Future? WHAT WILL THE WORLD OF TOMORROW BE LIKE? IN THE COURSE OF this book we shall examine a number of probabilities based on projections of current trends. Spokesmen for industry like to speculate about tomorrow even more than the rest of us. They invite us to peer out onto the horizon and see the wondrous products their marketing experts are conceiving for us. We are encouraged to share their dreams and to tingle at the possibility of using voice writers, wall-sized television screens, and motorcars that glide along highways under remote control. Most of these marketing experts, despite their air of chronic excited optimism, are grappling with a problem that would frighten the wits out of less resolute people. That problem is the specter of glut for the products they are already endeavoring to sell. If we could probe the real dreams of these marketing people as they slumber restlessly at night, we would find—when a smile finally settles on their faces—that they are not dreaming merely of more bewitching products to sell to us. More likely, they are dreaming that they are in their private world of the future, where selling has again become easy because the haunting problem of saturation has been vanquished. This Utopia might be called Cornucopia City, and its setting is out on the misty horizon of time. In Cornucopia City, as I understand it, all the buildings will be made of a special papier-mâché. These houses can be torn down and rebuilt every spring and fall at housecleaning time. The motorcars of Cornucopia will be made of a lightweight plastic that develops fatigue and begins to melt if driven more than four thousand miles. Owners who turn in their old motorcars at the regular turn-in dates—New Year's, Easter, Independence Day, and Labor Day—will be rewarded with a one-hundred-dollar United States Prosperity-Through-Growth Bond for each motorcar turned in. And a special additional bond will be awarded to those families able to turn in four or more motorcars at each disposal date. One fourth of the factories of Cornucopia City will be located on the edge of a cliff, and the ends of their assembly lines can be swung to the front or rear doors depending upon the public demand for the product being produced. When demand is slack, the end of the assembly line will be swung to the rear door and the output of refrigerators or other products will drop out of sight and go directly to their graveyard without first overwhelming the consumer market. Every Monday, the people of Cornucopia City will stage a gala launching of a rocket into outer space at the local Air Force base. This is another of their contributions to national prosperity. Components for the rockets will have been made by eighteen subcontractors and prime contractors in the area. One officially stated objective of the space probing will be to report to the earth people what the back side of Neptune's moon looks like. Wednesday will be Navy Day. The Navy will send a surplus warship to the city dock. It will be filled with surplus play-suits, cake mix, vacuum cleaners, and trampolines that have been stockpiled at the local United States Department of Commerce complex of warehouses for surplus products. The ship will go thirty miles out to sea, where the crew will sink it from a safe distance. As we peek in on this Cornucopia City of the future, we learn that the big, heartening news of the week is that the Guild of Appliance Repair Artists has passed a resolution declaring it unpatriotic for any member even to look inside an ailing appliance that is more than two years old. The heart of Cornucopia City will be occupied by a titanic push- button super mart built to simulate a fairyland. This is where all the people spend many happy hours a week strolling and buying to their heart's content. In this paradise of high-velocity selling, there are no jangling cash registers to disrupt the holiday mood. Instead, the shopping couples—with their five children trailing behind, each pushing his own shopping cart—gaily wave their lifetime electronic credit cards in front of a recording eye. Each child has his own card, which was issued to him at birth. Conveniently located throughout the mart are receptacles where the people can dispose of the old-fashioned products they bought on a previous shopping trip. In the jewelry section, for example, a playfully designed sign by a receptacle reads: "Throw your old watches here!" Cornucopia City's marvelous mart is open around the clock, Sundays included. For the Sunday shoppers who had developed a churchgoing habit in earlier years, there is a little chapel available for meditation in one of the side alcoves. Is Cornucopia City to become not a feverish dream, but, instead, an extreme prototype for the City of Tomorrow? Certainly in the next twenty years the broad outlines of Cornucopia City will come to seem less and less fanciful, if current trends continue. Already a chapel has been built in a shopping center outside Miami. Already the General Dynamics Corporation has under development a lifetime electronic credit card. Already watches are being sold as fashion accessory items. Already paper houses are being marketed. Already the life expectancy of motorcars has been showing a notable drop. Already supermarkets are staying open around the clock in many areas, with push-button markets under development. Already the stockpiling and disposing of subsidized but unwanted agricultural products have become a world-wide scandal. Already some home furnishings are being built to break down within a few years, and product makers have been showing a disconcerting fascination with the idea of setting "death dates" for products. And, finally, already the pressures to expand production and consumption have forced Americans to create a hyperthyroid economy that can be sustained only by constant stimulation of the people and their leaders to be more prodigal with the nation's resources.
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