Transcriber’s Note Italic text displayed as: _italic_ ENDING THE DEPRESSION THROUGH PLANNED OBSOLESCENCE BY BERNARD LONDON ENDING THE DEPRESSION THROUGH PLANNED OBSOLESCENCE BY BERNARD LONDON 21 EAST FORTIETH STREET NEW YORK, N. Y. COPYRIGHT, 1932, BY BERNARD LONDON Ending the Depression Through Planned Obsolescence _By_ BERNARD LONDON Frank A. Vanderlip, former President of the National City Bank, of New York, characterized this as a stupid depression. He emphasized the fact that millions were suffering amidst glutted markets and surpluses. The new paradox of plenty constitutes a challenge to revolutionize our economic thinking. Classical economics was predicated on the belief that nature was niggardly and that the human race was constantly confronted by the spectre of shortages. The economist Malthus writing in 1798 warned that the race would be impoverished by an increase in population which he predicted would greatly exceed gains in the production of foodstuffs. However, modern technology and the whole adventure of applying creative science to business have so tremendously increased the productivity of our factories and our fields that the essential economic problem has become one of organizing buyers rather than of stimulating producers. The essential and bitter irony of the present depression lies in the fact that millions of persons are deprived of a satisfactory standard of living at a time when the granaries and warehouses of the world are overstuffed with surplus supplies, which have so broken the price level as to make new production unattractive and unprofitable. Primarily, this country and other countries are suffering from disturbed human relationships. Factories, warehouses, and fields are still intact and are ready to produce in unlimited quantities, but the urge to go ahead has been paralyzed by a decline in buying power. The existing troubles are man-made, and the remedies must be man-conceived and man-executed. In the present inadequate economic organization of society, far too much is staked on the unpredictable whims and caprices of the consumer. Changing habits of consumption have destroyed property values and opportunities for employment. The welfare of society has been left to pure chance and accident.