Syracuse University SURFACE Dissertations - ALL SURFACE June 2019 Apostles for Capitalism: Amway, Movement Conservatism, and the Remaking of the American Economy, 1959-2009 Davor Mondom Syracuse University Follow this and additional works at: https://surface.syr.edu/etd Part of the Arts and Humanities Commons Recommended Citation Mondom, Davor, "Apostles for Capitalism: Amway, Movement Conservatism, and the Remaking of the American Economy, 1959-2009" (2019). Dissertations - ALL. 1090. https://surface.syr.edu/etd/1090 This Dissertation is brought to you for free and open access by the SURFACE at SURFACE. It has been accepted for inclusion in Dissertations - ALL by an authorized administrator of SURFACE. For more information, please contact
[email protected]. Abstract This dissertation examines the Amway Corporation, the world’s largest multi-level marketing company. Since its inception, Amway has purported to offer individuals the ability to go into business for themselves and to participate in free enterprise through direct sales. At the same time, many have attacked Amway as a fraudulent pyramid scheme that trades in false promises and leaves its distributors financially and psychologically worse off than before they joined. In addition to running the company for over three decades, Amway’s cofounders, Richard DeVos and Jay Van Andel, along with members of their families, have been influential players in the Republican Party and movement conservatism going back to the 1970s. Amway draws our attention to important subtleties in the post-World War II conservative movement. DeVos and Van Andel were prominent avatars of an ideology known as small-business conservatism. Like other champions of free enterprise, small-business conservatives attacked “big government,” but they additionally articulated a critique of corporate capitalism.