1.  The Organization and the Organization Man o Business expanded rapidly during the 950’s. o 1956: Majority of Americans no longer held Blue- collar jobs, industrial jobs. More people worked in higher paid, white-collar jobs; clerical, managerial and professional occupations. o Blue-collared workers manufactured goods for sale. White-collared workers perform services like sales, advertising, insurance and communications.

2.  Conglomerates o Conglomerate – major corporation that includes a number of smaller companies in unrelated businesses. o Through diversification or investment in various areas of the economy, conglomerates tried to protect themselves from declines in individual industries.

3. Franchises Another strategy for business expansion – franchising. Franchise – a company that offers similar products or services in many locations. Franchise is also the right that is sold to an individual entrepreneur to open a business using the parent company’s name and the system that the parent company developed. McDonald’s was one of the first successful franchises

4. Social Conformity While franchises like McDonald’s helped standardize what people ate, many American workers found themselves standardized as well. Many employees who were well paid in secure jobs lost their individuality. Businesses did not want creative thinkers, rebels or anyone who would rock the boat. 1956: Study of suburban Park Forest, Illinois, William Whyte’s The Organization Man large organizations created “company people”. Companies would give personality tests to make sure applicants would “fit in” the corporate culture.

5. 25 % of companies used these tests for new applicants as well as to check up on people already working there. Companies rewarded teamwork, cooperation and loyalty; this contributed to the growth of conformity; “belongingness” Some Americans questioned whether pursuing the American Dream exacted too high a price, as conformity replaced individuality.

6. The Suburban Lifestyle o Most Americans worked in the cities, but fewer and fewer lived there. o New highways and the availability and affordability of automobiles and gasoline made commuting possible. o Early 1960s, every large city was surrounded by suburbs. o Of the 13million new homes built in the 1950s, 85 % were suburban. o For many the American dream was an affordable single family house, good schools, a safe, healthy environment for children and friendly neighbors like themselves.

7. The Baby Boom o Soldiers from WWII who settled into family life, contributed to an unprecedented population explosion. The Baby Boom. Between 1946-1964 the birthrate soared. o 1957: one American infant was born every 7 seconds. o Several medical advances saved hundreds of thousands of children's lives. Drugs to fight and prevent childhood diseases such as diphtheria and typhoid fever. In addition, Dr. Jonas Salk developed a vaccine against poliomyelitis (polio) a crippling disease.

8. Dr. Spock’s Babies o Suburban family life revolved around children. Many were raised using the guidelines devised by pediatrician Dr. Benjamin Spock. o 1946: Spock publishes Common Sense Book of Baby and Child Care o Spock advised parents not to spank or scold their children and to hold meetings for the kids to express themselves.

9. o Spock considered mothers staying at home with children important. He suggested the government pay mothers to stay at home. o The Baby boom impacted child care as well as the American economy and the educational system. o During the 1950s 10 million new students enrolled in elementary school, causing teacher shortages and overcrowding.

10. Women’s Roles o 1950’s the role of Homemaker and mother was glorified. o According to one survey, more than one-fifth of suburban wives were dissatisfied with their lives. o 1960: 40% of women with children between 6 and 17 held jobs. o Woman’s careers were limited to nursing, teaching, and office support, which paid less than other professional or business positions did.