Through the Years: The 1950’s and The Golden Age

The 1950’s ushered in a golden age for America. With The Great Depression and World War II firmly in the rearview, it was finally time to enjoy the life that so many had suffered and fought for. This new decade also brought a new advertising avenue in the form of television commercials. This era of televised promotion brought goods and services directly into homes and had limitless potential. The U.S. population exploded with the birth of baby boomers, and families expanded to rural areas. This invigorated the automobile industry, foodservice, and grocery stores.

By the 1950’s businesses had spent multiple decades dealing with a devastated economy and the strains of wartime production. The reprieve began in the late 1940’s and by the beginning of the new decade, the landscape of America had changed. The men that went off to war and the women who took the factory jobs were now forming family units and looking to move to more rural areas. With an improved economy these new families had money and they had new needs. These rural communities required transportation for work and the automobile industry went into overdrive. More vehicles meant a more advanced highway system and consumers would need maintenance on these new machines in the form of auto repair and parts stores that we see on every corner today. There was also demand for supermarkets and discount stores to feed and clothe these new communities. Popular stores like Food Lion and Family Dollar got their start during this decade. Rural communities also emphasized the need for real estate expansion like never before. Building bigger stores and franchising locations to expedite growth became popular and led to the sprawling chains we see today.

Urban growth and the adoption of automobiles caused companies to adopt new strategies, yet it was the household television that would define the golden age. The availability of this technology in these new homes meant that companies could sell their products to the family at any time. Magazines were effective, yet it could not compare to the ability of an advertiser to speak directly to a consumer while they ate breakfast or dinner. This also ushered in more processed foods like frozen waffles and TV dinners that encouraged a quick meal for busy families. The focus on quick meals was not good for the restaurant industry, which saw fewer families turning out for dinner. To keep up with this new attitude, the decade saw a shift away from family restaurants and towards fast-food and drive-in locations. It was easy to advertise these locations on TV and have someone drop in for a quick bite the next day. Naturally, companies began dumping more money into advertising and everyone started vying for those coveted commercial spots. This decade was the birthplace of modern marketing.

The 1950’s are remembered fondly, and it’s easy to see why. The simple version of many modern amenities saw widespread adoption and set the stage for complex variation in following decades. The booming economy held boundless opportunity for businesses and consumers. Advertisers used the propagation of the Television to forge a more personal connection between consumer and brand. Families moving away from cities opened the door for corporate expansion and larger storefronts with products that could meet the needs of new families who prioritized convenience. CSG was well positioned in this decade to provide clients with real estate information and B2B connections for all the new products that were flooding the marketplace. Next month we will examine how the 1960’s advanced new marketing opportunities and adapted to ever changing family life.