We are addicted to new products, say Botsman and Rogers. They cite Colin Campbell, a professor of sociology at the University of York, for the diagnosis – that we suffer from ‘neophilia,’ where novelty seeking is the new phenomenon. “Pre-modern societies tend to be suspicious of the novel. It is a feature of modernity that we are addicted to novelty.”
As a stark example of how obsolescence was built into our minds, the book traces the tale of how GM’s Alfred Sloan launched Chevrolet by convincing his team ‘to restyle the body covering of what was essentially a nine-year-old piece of technology under the banner of product innovation.’ The Chevrolet was a remarkable success and the idea of ‘perceived obsolescence’ and ‘change for change’s sake’ was born, the authors note.
“GM went so far as to define its strategy as choreographed cosmetic ‘upgrades’ to ‘Keep the Consumer Dissatisfied.’ In 1929, Charles Kettering, director of research for Sloan, wrote an article declaring, ‘The key to economic prosperity is the organised creation of dissatisfaction…’”
Of course, this obsolescence means more products are sold. It would be intriguing to be privy to some of the conversations corporations must have about particular products: “do we make it a little cheaper so the consumer has to buy a similar product sooner or do we aim for a higher reliability rating in Consumer Reports“? (Do the reliability rankings in Consumer Reports necessarily correspond with the longevity of products or how long consumers hold on to them?)
The contrast between the pre-modern and modern world is interesting: we moderns are skeptical of tradition and conservatism. Does this mean “neophilia” is a product of the Enlightenment?