Consumerism

• Consumerism & Domestic Technology 


  • 1955-63-Economic prosperity generated social & cultural change through development of consumer society
• Consumerism & Domestic Technology

  • 1960- Average family income gave Americans 30% more purchasing power than in 1950 & suburban Americans- rushed to buy cars, labour-saving devices & anything else that was considered essential/fashionable
• Must-have Domestic Technology 


  • Washing Machines
  • Freezers
  • Dishwashers
  • Made housewives live easier
  • The ability to buy what Americans wanted became an essential part of the 'American Dream'- mass media
• Critics

  • Some hated the impact of the consumer culture on American Society:
  • Intellectuals-David Riesman feared consumerism & runaway materialism were becoming central to the nations identity & undermining 'traditional American values'- hard work & careful money management
  • Harvard Economist John Kenneth Galbraith's 'The Affluent Society 1958' argued Americans were grossly materialistic & cared little about the less fortunate.+
  • Preachers- Billy Graham (charismatic,conservative Evangelist) echoed concerns
• The Teenage Consumer


  • 1959- Life Magazine recorded that teenage consumers had suddenly become 'a major factor in the nations economy'
• Teenage Consumer Impact

  • 10 million record players +
  • 1 million TV sets+
  • 13 million cameras+
  • Spending $20 million on lipstick +
  • $25 million- deodorants +
  • $9 million on home perming their hair +
  • Over $1.5 billion on entertainment- 1958
  • Ate 20% more than adults & propped up the ice-cream industry- 145 million gallons of ice cream a year
  • Growing number of teenage marriages (1/3 of 18-19 year old girls were married)- young teenage wives were big spenders on major items- furniture