Consumerism at an Early Age.

With the prosperity of the 1950s in full swing, American clothing manufacturers discovered — or perhaps created — new markets eager to buy their goods: children and teenagers. Television and printed advertisements instilled in 1950s kids at an early age a rampant consumerism that their parents had never had. The oldsters, after all, had grown up during the Depresssion, when thriftiness was next to godliness.

Born to Spend.

But children and teens of the 1950s identified with a fifteen-year-old Los Angeles girl quoted in a 1957 Newsweek article: "We just find it neat to spend money." In 1957 teens' disposable income was estimated at $9 billion. Intensive research into this "hitherto untapped teen market" began after World War II, and by the mid 1950s fashion manufacturers were masters at manipulating teens' tastes.

Not like Their Parents.

On the other hand, young people...