Some time in the early 1980s I remember seeing a senior conservative politician on the news talking about “UK plc.” The phrase jarred. The United Kingdom is a nation state, not a private company, and to brand it as one seemed grubby and belittling.
Thirty-odd years later, “UK plc” has become part of the ordinary lexicon. If anyone finds it objectionable, few say so. No one announced that from now on we should conceive of our country as a business, but gradually, imperceptibly, it became natural to do so.
This is how so many cultural shifts happen. Ways of thinking mutate gradually, helped by changes in vocabulary that we accept without question. So it was that “refugees” became “asylum-seekers,” not primarily framed as people in need but as people wanting something from us.
Another such shift was the increased use of the word “consumer” in the second part of the 20th century. Google’s Ngram viewer, which trawls a huge corpus of English-language texts, finds the word two-thirds more prevalent in 1980 than 1960.