Grasping on to old cultures?

Often we hear arguments for and against "tearing down history". Such discussions have permeated social and political realms since the dawn of time. Often we can't even agree when time actually started!

This week marks the beginning of the physical demolition of the Sears Roebuck & Co campus in northern Illinois. Embedded deep in the mid-west geographically, it could also be said that it's culture drew heavily on that identity. That said, it is hard to underestimate the cultural impact the company had across the nation.

The History of Sears and Its Cultural Legacy

Sears, Roebuck & Co., commonly known as Sears, is an iconic name in American retail history, embodying the growth and transformation of consumerism in the United States. The company began in 1886 when Richard W. Sears founded the R.W. Sears Watch Company in Minneapolis. Sears later partnered with Alvah C. Roebuck, and by 1893, the company was formally renamed Sears, Roebuck & Co.

Sears Catalogue and Its Impact

One of the most significant contributions of Sears to American culture was the Sears Catalogue, often called the "Consumer’s Bible." The first general merchandise catalog was launched in 1893, and by 1894, it had grown to 322 pages. Over the next several decades, the Sears Catalogue became a staple of American life, offering an astonishing variety of products, from clothing and furniture to firearms and even pre-fabricated homes. At its peak in the 1960s, the Sears Catalogue would sometimes be as thick as 1,400 pages.

The catalogue revolutionized the way people, especially in rural areas, shopped. It enabled people who lived far from major cities to access goods and services that were previously unavailable to them, thereby transforming the retail landscape. Sears also offered money-back guarantees, installment payment plans, and reliable delivery, which helped build trust and loyalty among its customers. The ability to offer goods at affordable prices allowed Sears to grow exponentially, becoming a dominant force in American retail.

Cultural Icon

At one time I had the chance to consult to a few consumer brands, as well as representing them to potential retailers. As a non-US American, I saw Sears as just another customer. It was only through doing my due diligence in presenting products did I begin to learn about the cultural impact of the company. At its height, Sears was one of the largest employers in the United States, and its success played a pivotal role in shaping the modern retail industry. In 1906, Sears opened its first brick-and-mortar retail store in Chicago. In the decades that followed, Sears stores proliferated across the country, becoming fixtures in shopping malls and downtown areas. Sears was the first major retailer to introduce "big box" department stores on such a wide scale.

The rise of Sears also reflected the growth of the American middle class. The company symbolized the power of mass production, advertising, and the democratization of consumption. Sears wasn't just a place you went to shop. In many ways, it represented the American Dream. This can be found in it's sale of pre-fabricated "Sears Modern Homes" that were sold through the catalogue between 1908 and 1940. They indeed became the embodiment of this ideal, allowing thousands of Americans to purchase and build affordable, stylish homes, and became synonymous with the suburban American landscape.

Many of the brands we take for granted today had their birth at Sears. Kenmore (appliances), Craftsman (tools), and DieHard (batteries), became household names. The company was at the cutting edge of American consumer culture. It was also responsible for the launching of Discover Card in 1985.

New Terrain

It may be said that Sears represents the very essence of "failure to keep up with the times". I felt this during my few visits. As one navigated a small part of the almost 2.4 million sq foot campus, you were confronted with many images of a bygone era, representing a once mighty warrior now weary from the fight. They still had a map of where they were traveling, but they seemed to lose their way by not anticipating changes in the terrain. So goes many of the cultural icons we may hold dear.

At what point do we let go our grasp on old ideas and processes? Culture is fluid, and adapting to new conditions calls on us to test our assumptions and reach across divides and inclusively engage an even wider set of perspectives. Many of those can be found by recognizing that others may have better maps, and can guide us in seeing the sometimes subtle changes in the terrain.