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When Customers Became Consumers

We haven’t always been a nation of consumers. I remember when Americans were customers. We bought things because we wanted them or needed them. We would have laughed in the face of anyone with the audacity to suggest that it was our patriotic duty to consume, as Bush did after 9/11. If we were faithful to a brand, that faithfulness was brought about by value or product superiority. Companies worked hard to persuade us to become their customers, and they knew better than to insult us by assuming we were […]