The title is a bit of an exaggeration.
Why do corporations change shampoo and toothbrushes so often? I’ll go through 10 different shampoos and toothbrushes, then find ones I like. I’ll probably be able to purchase them again a few times before the ones I like are no longer available.
What are the forces driving manufacturer’s to change their basic wares so often? Besides Wall St. greed, that is?
For creating more bullshit.
These products are actually good, and cannot be improved anymore (or maybe only a tiny little bit).
But competition is tough, and so they feel the need for strong advertising.
Advertising departments cannot do anything but lie in such a situation: They create stories that tell of constant improvement. Revolutionary change even. Ongoing research. More blades on your razor every year, and always 10 times sharper than before. Your teeth 10 times better than last year, and therefore the toothpaste needs this new color.
Exxageration because when they promise so unbelievably much, then you are going to believe just a little of it - where the truth is: there is nothing.
You really nailed it, plus it constantly creates this cloud of confusion in the consumer’s mind.
I do a lot of electronic repair, and I see people make incredibly stupid decisions because they are convinced by one small detail that the manufacturer emphasizes, which has no actual bearing on quality!
For example, I do a lot of repair for different types of salons in my city. I might repair professional hair tools that don’t have available replacement parts, or I will fix professional nail UV lights. I fix vacuums for one-woman small cleaning companies, etc.
And I see very interesting things. Every one of the small businesses I serve, also has a small second-hand market that goes along with it. They are constantly buying and selling their used devices among one another.
I will see those markets completely collapse when a manufacturer that has made a device for 15 years suddenly adds the word “xtreme” to the product. Like magic, the used salon tool that was selling for $200, is now worth $50 at best because it’s not “xtreme”. Exact same device. They are professional workhorse tools that have not changed in 40 years.
edit: Oh also… most people don’t realize that there’s like one manufacturer for most things that are then sold under various brand names.
I talked about the hair tools… if you paid more than $75 for [INSERT HAIR TOOL NAME] I’d bet a week’s earnings it was made by DANNYCO. Babyliss used to be Isinis… the trusted leader in professional hair tools. It’s just DANNYCO stuff. It’s always been DANNYCO and it will always be DANNYCO.
I’ve fixed or rebuilt 40 LCD TVs in the last year… unless you are in the Samsung or Sony money-range, every singe one at retail is made from identical components - same motherboards, WiFi chips, button panels, IR receivers, inverters, T-cons, LCD panels… it’s crazy and people have no idea
Most of the brands you know and love have been playing the “white label” game before you even knew the terms, way before the Internet existed.