The Affluent Society

The Affluent Society

1950s…

• What comes to mind when you think of the 1950s?

The 1950’s Society

Shifts in the Post-War Society

• Average American income 3x

• “Blue-collar” jobs “White-collar” jobs

• Multinational corps & franchises • Mc’dees had 8

franchises by the early 1950s

• New Consumerism

THE BABY BOOM!!!• Years 1945-1961:

• 65 million babies• At its height in

1957, a baby was born in America every 7 seconds • Over 4.3 million

babies in ’57 alone• Baby boomers

represent the largest generation in the nation’s history

Suburbia: Levittown• Developer William Levitt

addressed the demand for houses caused by the Baby Boom

• Created Levittown in NY

• 100 mass-produced homes in a potato field 10 miles East of NYC

• 1947 1951: Thousands of families rushed to buy one

Levittown

1950s Family• The Baby Boom

• White flight -- Suburbs

• A return to traditional family roles

• Men were expected to work, while women were expected to stay home and care for the children

• Conflict emerged as some women wanted to stay in the workforce

Women settled back into “traditional” roles

• “Let’s face it girls, that wonderful guy in your house—and in mine—is building your house, your happiness and the opportunities that will come to your children.”

• “Set your sights on a happy home, a host of friends and a bright future through the success of HIS job.”

• -BH&G Magazine, 1955

LEISURE IN THE 1950s

• Americans experienced shorter work weeks and more vacation time than ever before

• Leisure time activities became a multi-billion dollar industry

• Labor-saving devices added more spare time

Labor-saving devices provided more leisure time for Americans

POPULAR LEISURE

ACTIVITES• In 1953 alone

Americans spent $30 billion on leisure

• Popular activities included fishing, bowling, hunting and golf

• Americans attended, or watched on T.V., football, baseball and basketball games

Bowling remains one of the top leisure activities in the U.S.