1) Patriotism
After WWII and in the midst of the Cold War era, participating in America's economic growth was patriotic. In addition, consumer spending had been on a hold during the war due to rationing. Americans had money to spend and were eager to do so. Supporting America's growth was patriotic after WWII and while the U.S. was competing with the Soviet Union.
2) Security/Stability
Family life and marriage was on the rise as soldiers returned home from the war. According to the documentary we watched in class today, 97% of all marriageable men and women were married by 1957. This led to a "couples society" where domestic life was prioritized. Companies capitalized on this consumer prioritization of family life and promoted products that were useful in the home. The new products purchased in the 1950's demonstrate how the desire for stability led to increased consumer spending. Family life in the home was a place of security and stability. After going through the Depression and WWII, Americans were looking to settle down. They bought products that would help them do so.
Here is a helpful article I came across that summarizes the causes of consumerism in the 1950's quite well. http://www.pbs.org/wgbh/americanexperience/features/general-article/tupperware-consumer/
What do you think about the causes I identified? Are there any other causes for the rise of consumerism?
What do you think about the causes I identified? Are there any other causes for the rise of consumerism?
I never thought of breaking American's economic rise into two distinct points, so thanks for POINTING that out! I think it was really important to emphasize, as well, that the products Americans were buying had pragmatic value as apposed to being luxury items. As soon as these inventions became accessible to the people, they didn't only feel like they had the option of buying them, but more the need to buy them. Once the washing machine was put on the market, like you mentioned, washing clothes by hand didn't seem like a practical use of time anymore. This kind of consumerism can still be seen today, especially through TV commercials. You may think As Seen on TV products are a complete waste of money just by seeing their ad on television, but some Americans totally fall for the trap, because they think they absolutely need the product.
ReplyDeleteThis comment has been removed by the author.
ReplyDeleteGreat blog Michelle. Another factor that led to the rise in consumerism in the 1950s was the overall great economy. After WWII, the United States physically and economically was doing quite well. In fact, WWII really got the economy spinning after years of depression. The massive military budget led to great economic growth. During the 1950s, and even the 1960s, the United States government kept this huge military budget going, which continued to fuel the economy. The Korean War played a huge role. Another factor, though, was an underlying fear that the inflated wartime economy would pop, and the United States could enter into another depression. Americans hadn't yet forgot the woes of the early 1930s. Hence, this led to increased government spending to avoid an economic downturn. Another big factor was cheap energy, coming largely from the Middle East. Americans doubled there consumption of oil within a quarter century after the war. The surplus of energy fed the entire economy. Another factor that led to a great economy in the 1950s was the rising levels of education of the workforce, which led to greater gains in productivity. The GI Bill, originally passed in 1944, provided former soldiers with the money to go to college, which helped the country enormously. All these factors led to an overall very good economy in the 1950s. I believe that a good economy was a huge factor in causing this rise in consumerism. It was present in the Roaring 20's and it was present in the 50's. If people have the money, there's a good chance they'll go for that shiny new car.
ReplyDelete