Consumerism

In the fourth era of the consumer movement, the key marketplace features include concern for the environment, increasingly complex technology, a diverse market, and a global market. Concern for the environment has manifested itself in a number of different ways. One example is the Exxon Valdez oil spill, which caused many consumers to become disappointed in Exxon. Exxon has had to work at improving its environmental image after this accident, and there are still individuals who will not buy gas at Exxon as a result of Exxon’s handling of this situation. There has been a trend in the past ten years or so to protect the environment and to also buy products that are more natural and environmentally sound. In our era, Fresh Fields, a supermarket that has sells organic and more natural products, has prospered because of consumers’ interests in buying food that is not contaminated by pesticides, chemicals, and other non-natural ingredients. Interestingly enough, a news report last week on TV indicated that organic produce, which is more expensive than regular produce, may actually be more dangerous to consume because it is fertilized with manure that contains E. Coli bacteria. There may be a consumer backlash against organic products if they are shown to pose a danger to the consumer.

Complex technology, has also been a key marketplace feature of the fourth era of the consumer movement. Through the Internet, it is possible to buy even the most obscure goods and services, often at prices which are significantly less expensive than at a retail establishment. However, the Internet also presents serious risks to the consumer. The Clinton administration recently announced that it is proposing legislation that will address the illegal sale of drugs via the Internet. It is now possible to purchase prescription drugs though Internet companies, by placing the orders online. However, this practice is not sufficiently regulated, and consumers may be getting medicines that would ordinarily require close supervision by a personal physician, without having adequate medical supervision when they buy through the Internet. It is very easy to do an Internet search for Internet drug companies, some of which are located overseas (especially in Asia, Mexico and Europe), and find companies which sell Viagra, Xenical, Propec...

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...r safeguards to protect the interests of the consumer. The FDA, for example, did not exist at the turn of the 19th Century. There were no regulations or laws to protect the environment. People were generally at the mercy of businesses, large and small, that could make claims about their products and services even if these claims were misleading or untrue. The activism in the beginning of the consumer movement was revolutionary, because this activism introduced and established the idea that consumers have rights and must be treated justly by business. Consumer activism is no longer a revolutionary idea, but it is more prevalent than it was fifty years ago. Consumer activism, in this day and age, actually is ubiquitous. Now, we think of consumer activism as a normal part of business. We buy Consumer Reports, check the Internet to compare products and prices, and engage in political activism for the purpose of preserving consumer rights. Moreover, businesses have become much more sensitive to the needs and wants of consumers. Consumer reaction has a great impact on the way that companies operate today, and business have learned that consumers wield great power in today’s marketplace.