Economic Optimism: The nation's rapid post-war economic recovery caused widespread belief in the feasibility of material plenty. The GI bill (Servicemen's Readjustment Act of 1944) assisted millions of veterans with mortgages, education benefits, and business loans, which further fueled financial opportunity.
Consumer Culture: The rapid expansion of consumer culture, spurred by mass production and advertising, encouraged individuals to pursue happiness through the acquisition of material goods. Owning a home, a car, and various appliances was seen as markers of success.
Social Mobility: There was a strong conviction that hard work and determination could lead to upward social mobility. The notion of the "self-made man," or someone who through hard work and intellect achieves wealth, was central to the American Dream.
Success Through Sales: Salesmanship was viewed as an honorable profession, with salespeople often regarded as skilled individuals making significant contributions to society. The emphasis on being "successful" in the business world was strong.
Gender roles: Traditional gender roles were prevalent, with men primarily responsible for financial sustenance while women were the custodians of the home. The ideal family unit was often depicted as a nuclear family with a father, a mother, and children.