Thrift, sacrifice and Bushells tea

one brand's strategy in the early 1930s

Susie Khamis

Research output: Contribution to journalArticle

2 Citations (Scopus)


In the early 1930s, the Bushells brand of tea faced a market dampened by the grim mood of the Great Depression. In response and in contrast to the images it had pursued just a few years earlier, Bushells integrated a discourse of judicious consumption into its advertising. Sensitive to the atmosphere of caution and restraint, yet also mindful of middle-class aspirations, the brand forged a unique point of difference that would survive the recession. Given tea’s popularity in Australia in this period, and the extent to which Bushells was associated with middle-class tastes, this was an innovative and effective strategy.
Original languageEnglish
Pages (from-to)7.1-7.10
Number of pages10
JournalHistory Australia
Issue number1
Publication statusPublished - 2009


  • tea
  • Depression
  • advertising

Fingerprint Dive into the research topics of 'Thrift, sacrifice and Bushells tea: one brand's strategy in the early 1930s'. Together they form a unique fingerprint.

Cite this