POWER OF THE ULTIMATE CONSUMER

Dominion, Volume 14, Issue 108, 31 January 1921, Page 8

POWER OF THE ULTIMATE CONSUMER

Vice-President Marshall, in his campaign speeches, used to ask: “Why must the consumer always be the gcat?” The last tow months have shown t mt there is an exception to this rule, as to most others, says the New York “Evening Post.” Consumers have held the whip hand, and- apparently have learned tor the first time the real extent of their power. In spite of its temporary inconvenience to the trade, it seems to he socially desirable that consumers should exercise their discretion as a regulative agency in the mercantile business. Professor Wesley C. Mitchell, of Columbia University has shown that business in times of depression amounts to 85 per cent, of its volume in times cf normal prosperity. This fact reveals the enormous power of the consumers if ever they see fit to exercise it collectively. Merely by curtailing their normal purchases to the extent of 15 per cent., they can bring business from a state of "normalcy” to one of depression. By united action they could eliminate the profiteer almost over night. It requires, however, something like a super-stimulus to bring about such collective activity. It developed this year because tho profiteers had over-reached themselves.