Development and implementation of the concept of consumer society in the Soviet state in 1950s–1960s

The article examines the evolution of the social policy in the Soviet state during the 1950s-1960s. The author theoretically substantiates the necessity and possibility of transition from the communistic austerity to the concept of consumer society. The study proves the formation of a specific model of consumerism in the Soviet society which was mainly implemented by the party-state apparatus. The paper determines the directions for practical implementation of the first elements of consumerism in the everyday life of the Soviet people. It is concluded about the significant impact of the new social policy on the further functioning of the Soviet state. Using the memoir literature, materials of congresses and plenums of the Central Committee of the Communist Party of the Soviet Union, the article analyzes the process of developing the crucial socially significant decisions. Taking into account the available statistical data, the factors that deter the practical implementation of socially oriented measures are determined.