Word: consumerization
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The Need. The East Coast oil situation was serious. The oil industry estimated average essential daily needs at 1,297,000 bbl., figured the East was going to be 115,000 bbl. short. "Essential" meant just that, even meant cutting down 169,000 bbl. a day, "which could only be...
Drapes. Housewives were asked by OPA's Consumer Division to give up ruffles on curtains, to cut off floor-length drapes and do without pleated flounces on slip covers to save millions of yards of textiles.
WPB jolted Washington with its bland statement that consumer sugar stocks were "only slightly below normal" and that there was no need for rationing. Up jumped the Agriculture Department: "Sugar for use in the continental U.S. is expected to be the smallest in 20 years." Then, with a so-there...
Said Trustbuster Thurman Arnold to the National Federation of Sales Executives: "We are on the verge of a new industrial age, an age of light metals and plastics and chemicals, an age of unlimited possibilities . . . more abundant housing, cheaper transportation. . . . With the unrestricted production of these new light metals the...
Background for Pain. Washington had not been trying to kid the consumer-although unquestionably few officials could resist a little sugar-coating on hard facts. The plain truth was that nobody had foreseen the awful truth.