How did consumer culture change in the post-WWII American economy?

Consumer culture in the post-WWII American economy changed dramatically, becoming more affluent, diverse, and driven by advertising.

In the aftermath of World War II, the United States experienced an economic boom that led to a significant increase in consumer spending. This was largely due to the rise in disposable income, as many Americans found themselves in stable jobs with higher wages. The GI Bill, which provided veterans with benefits such as low-cost mortgages, high school or vocational education, and one year of unemployment compensation, also played a significant role in boosting the economy and creating a new middle class.

This newfound affluence led to a shift in consumer culture. Americans began to buy more than just the necessities, indulging in luxury goods and new technologies. The automobile, television, and household appliances became symbols of prosperity and status. The rise of suburban living further fuelled consumerism, as families moved into larger homes and sought to fill them with modern conveniences.

The post-war period also saw a diversification of consumer culture. The baby boom led to a surge in demand for children's products, from toys to clothes to cereals. Meanwhile, the civil rights movement and the rise of counterculture in the 1960s led to a greater recognition of minority and youth markets. Companies began to target these groups with specific products and advertising campaigns, leading to a more segmented and diverse consumer culture.

Advertising played a crucial role in shaping post-WWII consumer culture. The advent of television provided a new platform for advertisers to reach a mass audience. Advertisements became more sophisticated and persuasive, using psychological techniques to convince consumers that they needed certain products to achieve happiness and success. This created a culture of 'keeping up with the Joneses', where people felt compelled to buy the latest products to fit in with societal expectations.

In conclusion, the post-WWII American economy saw a transformation in consumer culture. Increased affluence, diversification, and the power of advertising led to a society where consumption became a way of life.