Research degree working title

'Green Shield and Co-operative Stamps: an investigation into consumer loyalty, thrift and the domestic economy'

Supervisors

Dr Lesley Whitworth

Abstract and Aims

‘Beautiful Things for You, Your Family and Your Home’

My research subject is an investigation into Green Shield and Co-operative Stamps schemes. Green Shield Stamps began at the end of the 1950s and Co-operative Stamps ten years later. My aim is to discover the extent to which these gummed paper trading coupons, as the forerunner of today’s loyalty cards led the way in encouraging the public to spend. This research offers an examination of how the stamps were used and an investigation into attitudes towards consumerism and the commodities bought with the stamps. Within the context of cultural and social change, this study will focus on twentieth century design, the relationship between people and objects and the debates concerning design, consumption and production. The research will consider areas such as thrift, taste, gender, female labour, domesticity, aspiration and class.