sold through Tupperware had the incentive that they would receive household appliances once they reached the sales goal set by the company. Early forms of pushback in America Despite it being initially viewed as a positive attribute to strive for, at least early as 1967, some companies began separating themselves from other American advertisers. In a 1967 edition of the New York Times, an article discussing plans for expansion for the leather goods company, Mark Cross, used a slogan from a then recently published Mark Cross Advertisement: "It's a throwaway society, man. Buy it. Break it. Chuck it. Replace it. Do you believe that? Mark Cross is not for you." The growing company was trying to expand off of marketing long-lasting products rather than disposable goods. Planned obsolescence "Planned obsolescence" is a manufacturing philosophy developed in the 1920s and 1930s, when mass production became popular. The goal is to make a product or part that will fail, or become less desirable over time or after a certain amount of use. Vance Packard, author of The Waste Makers (1960), called this "the systematic attempt of business to make us wasteful, debt-ridden, permanently discontented individuals". Durability of goods Producers make goods disposable rather than durable so that consumers must continue to repurchase the good, earning the producer a steady supply of customers, rather than a one-time purchase. Profit is maximized for the firm when the usefulness of a good is "uneconomically short", because firms can spend the least amount possible creating a nondurable good, which they sell repeatedly to the customer. Goods are often replaced even before their usefulness runs out. The perceived durability of a good in a throwaway society is often less than its physical durability. For example, in fast fashion, consumers buy the latest, novelty item because producers market styles that pass with the seasons. There is pressure on producers to advertise an increased number of "seasons", creating new styles so consumers can update their wardrobes often by buying cheap and flimsy, yet stylish clothes to keep up with current fashion trends. Products that once were considered durable are now almost exclusively disposable, so it is more difficult for consumers who want a durable version to find anywhere selling one. The shift to disposable was ostensibly for better convenience or hygiene, even if the inconvenience of using a durable version is very slight, or there is no proven increase