Bernays was Sigmund Freud's nephew and used his uncle's insights into the subconscious to develop his new methods. “We must shift America from a needs to a desires culture,” declared Bernays's business partner, Paul Mazur. “People must be trained to desire, to want new things, even before the old have been entirely consumed. We must shape a new mentality. Man's desires must overshadow his needs.”
From needs to a desire culture
