The measure of social status, of social acceptance, or prestige, is now to be found in our consumption patterns. The very meaning and significance of our lives is today expressed in consumption terms. The greater the pressures upon the individual to conform to safe and accepted social standards, the more does he tend to express his aspirations and his individuality in terms of what he wears, drives, eats . . . these commodities and services must be offered to the consumer with a special urgency. We require not only ‘forced draft’ consumption, but ‘expensive’ consumption as well. We need things consumed, burned up, worn out, replaced and discarded at an ever-increasing pace.