Krystalm24

Late 20th century (1970s): The rapid change of technology during this time changed the way consumerism was perceived. With the emergence of new products the realm of luxury items changed from handbags and luxury cars to electronics, computers, the internet and social media. Consumers began to reimagine society through an environmental lens when the National Science and Technology Policy Organization and Priorities Act of 1976 was passed, it pushed for the frugal use of resources for the future development of technologies. Consumers changed the way they searched for products by implementing the concept of thrifting, through this expression environmental movements were able to gain momentum. The economic shift from mainstream items to thrifting gave consumers a place to separate from the pressure of social stratification. The thrift industry during the late 20th century emphasized the need of systemic savings and mutual savings across social classes. In 1987 the concept of thrifting began to slowly decline as the consumer market began too slowly evolve with the creation of new technologies. Frugality within the American society declined as a result, with the concepts of energy frugal and material frugalness being the only to be adapted into our society.