Until the beginning of the twentieth century, the majority of consumer goods were necessities. The situation changed when increased efficiency of production fostered by new technologies led to the manufacturing of large amounts of goods. High levels of supply created the necessity to encourage consumption and increase demand. This process brought about a shift in the economy that is referred to as consumer transformation, and it was achieved in four important ways.
The development of marketing and advertisement is a central component of the process. The advertisement industry that is aimed at facilitating the purchasing behavior of the people is focused on attaching additional value to the product in the eyes of the consumers. In the modern world, products are shown to the potential buyers as increasing their status and lifestyle. Revolution in intellectual and spiritual values is another fundamental part of the consumer transformation. The promotion of consumption led to the emergence of new values associated with the new way of living. Thus, spending and leisure began to be presented as positive and even desirable for people. Reconstruction of government and social institutions also contributed to the process and resulted in education focused on training people to occupy a niche in the new system of economic relationships. Reconfiguration of space and time that occurred during the consumer transformation resulted in the situation when most of the usual activities of individuals became centered around consumption.