Changes in the US Consumer society during the 1990s

Abstract

With a population of more than 330 million people and a racially and ethnically diverse society, including immigrants from many continents, the US has been considered the world's largest purchasing power market with consumer spending accounting for nearly 70% of GDP. Since the mid-twentieth century, America has become a modern consumer society which is constantly shaped by new consumption trends. The 1990s is considered a period of power, opportunities and challenges intertwined for the United States in the face of domestic and international problems when the Cold War ended. As America entered the period of becoming the only superpower with political, military, and economic power, significant changes occurred in American society, in the lives of the American people, and especially in their consumption trends. This article analyzes some important political, economic and social factors that led to the changes in the US consumer society in the last decade of the twentieth century.