Introduction
If you live in North America, you are a part of one of the wealthiest societies the world has ever known. Luxuries available today are beyond the wildest dreams not only of our ancestors, but of most people on this planet. Whether you want cars, computers, travel or entertainment, anything is possible-if you've got the money. In 2001, car companies worldwide produced about 37 million vehicles. Though North Americans account for less than 5% of the world's population, they bought almost half of the cars.
North Americans are phenomenal shoppers. The average American parent spends six hours a week shopping, compared with only forty minutes playing with their children. Why all this consumerism? Well, advertising has a lot to do with it. By the time high school students graduate, they've already seen 360 000 ads on TV. The goal of ads is simple-to sell a product. But most people can only buy a fraction of the things they see advertised. This often creates a sense of being incomplete. Though North Americans have more possessions that ever before, they often feel that they do not have enough. Click here to read about three people who play key roles in the consumer game.
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Advertising is one reason why North Americans are such big consumers; another is that there is so much to buy! Clothes sold here are made in countries like Mexico and Indonesia; fruits get shipped in from Ecuador and Chile; computers are assembled in the USA with parts made in South East Asia. With all of these products crisscrossing borders, the World Trade Organization (WTO) has the job of making sure that trade between countries flows smoothly. Established in 1995, the WTO writes and enforces trade rules that all member countries must follow. With membership at over 140 countries and more wanting to join every year, the WTO is a powerful global force when it comes to trade.
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WTO rules are complex-they take up over 22,500 pages, and, like any set of rules, they are sometimes difficult to interpret. The end result is that the WTO has made some controversial rulings since 1995. In the next case study, we'll see the far-reaching powers of the WTO; we'll also see why some complain that WTO rules put profits ahead of people. Click here to read more about the WTO.
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