Lasch—The Progress-Consumption Nexus

Christopher Lasch
The Culture of Narcissism
(1979)

[74] The logic of demand creation requires that women smoke and drink in public, move about freely, and assert their right to happiness instead of living for others. The advertising industry thus encourages the pseudo-emancipation of women, flattering them with its insinuating reminder, "You've come a long way, baby," and disguising the freedom to consume as genuine autonomy. ... The "education" of the masses...emancipates women and children from patriarchal authority...only to subject them to a new paternalism of the advertising industry, the industrial corporation, and the state.

If the first part seems harsh on women, perhaps consider that Lasch, in such matters as above, does not really favor the emancipation of anyone in particular from certain communitarian strictures. In any case, the synchrony between emancipation and consumerism is undeniable, whether or not either the patriarchs or the admen have conspired to make it so, and whether or not any lesser evil can be reasonably proposed.

Related, from Lasch on Paul Nystrom, Economics of Fashion (1928):

[74, footnote to above] Family life according to Nystrom, inherently tends to promote custom, the antithesis of fashion. ... On the other hand, "the conflict of youth with convention" encourages rapid changes in dress and styles of consumption. In general, Nystrom argues, rural life, illiteracy, social hierarchy, and inertia support custom, whereas fashion—the culture of consumption—derives from the progressive forces at work in modern society: public education, free speech, circulation of ideas and information, the "philosophy of progress."