From Counterculture to Consumer Culture

This article contributes to an analysis of the origins of contemporary post-modern consumer culture, centred on the notion of lifestyle choice. It presents a case study of Piaggio's marketing strategies for their motor scooters – the Vespa being the most famous one – during the 1960s and 1970s. Although the Vespa had become an icon of the international youth culture already at the beginning of this period, it is argued that Piaggio's advertising agency did not appropriate the counterculture on account of its quantitative importance. Rather, countercultural attachments were mobilized and made part of Piaggio's advertising discourse first when they harmonized with visions for a future ‘postmaterialistic' consumer society harboured by advertising professionals. They subsequently used new techniques of market research, like motivation research, to translate such countercultural attachments into a consumer culture centred on individual self-realization rather than collective rebellion. In the 1970s, it is argued, this new consumer culture was transformed into what is now known as ‘life-style consumerism'.