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The Rise of Consumerism and Suburbia in Post-War America

The post-World War II era marked a significant transformation in American society, characterized by increased wealth and consumerism. With programs like the G.I. Bill, returning veterans could buy homes, attend college, and start businesses, contributing to an affluent society. The era witnessed the rise of franchises and multinationals, catering to a growing middle class seeking luxury items. The construction of interstate highways facilitated suburbanization, supporting a new road culture, while the 1950s boom in automobile ownership revolutionized travel and leisure, leading to the growth of drive-through and drive-in establishments.

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The Rise of Consumerism and Suburbia in Post-War America

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  1. Bell Ringer • Did you shop or eat at a franchise in the last week? What was it? Why did you go there?

  2. Wealth Returns to America An Affluent Society

  3. The Truman Years Give ‘Em Hell Harry

  4. The GI Bill • Financial aid for veterans • Establish businesses • Buy homes • Attend college • Executive Order 9981: no segregation in the Armed Forces

  5. Election of 1948 • Went extra mile • Attacked Republican Congress • “Do-Nothing Congress” • Supported by laborers, African Americans, and farmers • Won by narrow margin

  6. Truman’s Fair Deal • Passed • Min wage-75¢ • Social Security expansion • National Housing Act of 1949 • Rejected • National Health insurance • Federal aid for schools • Civil rights

  7. Dwight D. Eisenhower Ike Takes Office

  8. 1952 Election • Truman doesn’t run • Running mate-Richard Nixon • Landslide-442 Electoral votes to 89

  9. Dynamic Conservatism • Pro-business • Vetoed school construction bill • Cut gov’t spending on public housing • Modest tax reductions • Abolished Reconstruction Finance Corporation

  10. Federal Highway Act • 40,000 miles of interstate highways • Why? • More efficient distribution of goods • Suburbanization and urban sprawl • Speed of travel • New road culture

  11. New Road Culture

  12. Automobile Boom • Start of 1950s-25 million registered cars • End of 1950s-67 million registered cars • Rise of drive-thru restaurants • Rise of drive-in movies

  13. Glitz, Glam, and Space • No need for rubber, fabric, or metal rationing • Cars got flashier • Large tailfins • Rocket designs • Antennas like Sputnik

  14. Hot Rods

  15. Drag Racing

  16. NASCAR

  17. The 1950s Workplace

  18. Spread of Wealth • 1940-1960: Avg income tripled in all three classes • Home ownership: 43%-62%

  19. White and Blue • Office • Lawyers • Doctors • Accountants • Engineers • Physical labor • Plumber • Electrician • Police Officer • Mechanic White Collar Jobs Blue collar Jobs

  20. Multinationals and Franchises • Multinational: Overseas corporations • Close to raw materials and cheap labor • Franchise: One person owns one or more stores of a chain • Uniform look and style-conformity

  21. New Consumerism • Owning the same new product as the guy next door • More wealth=more luxury items • Refrigerators • Washing machines • Vacuums • ACs • Coffeemakers • Blenders • Lawn mowers • Freezers

  22. Growth of Suburbia • Around cities • Tract homes • Suburb population doubles • Escape crime • Escape congestion • Fresh air, green lawns, and trees • Levittown

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