4 02 Rise of consumerism n 1919, a 21-year-old demobbed soldier was returning to England after the First World War. Using his £30 stipend, the young Jack Cohen set up a market stall in London's East End. His business model was simple: buy surplus groceries from the armed services and sell them cheaply to his budget-conscious customers. His business soon flourished and expanded to additional market stalls and a wholesale unit. However, this wasn't enough I