11.1: Introduction
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In 1958, Harvard economist and public intellectual John Kenneth Galbraith published The Affluent Society . Galbraith’s celebrated book examined America’s new post–World War II consumer economy and political culture. While noting the unparalleled riches of American economic growth, it criticized the underlying structures of an economy dedicated only to increasing production and the consumption of goods. Galbraith argued that the U.S. economy, based on an almost hedonistic consumption of luxury products, would inevitably lead to economic inequality as private-sector interests enriched themselves at the expense of the American public. Galbraith warned that an economy where “wants are increasingly created by the process by which they are satisfied” was unsound, unsustainable, and, ultimately, immoral. “The Affluent Society,” he said, was anything but. 1
While economists and scholars debate the merits of Galbraith’s warnings and predictions, his analysis was so insightful that the title of his book has come to serve as a ready label for postwar American society. In the two decades after the end of World War II, the American economy witnessed massive and sustained growth that reshaped American culture through the abundance of consumer goods. Standards of living—across all income levels—climbed to unparalleled heights and economic inequality plummeted. 2
And yet, as Galbraith noted, the Affluent Society had fundamental flaws. The new consumer economy that lifted millions of Americans into its burgeoning middle class also reproduced existing inequalities. Women struggled to claim equal rights as full participants in American society. The poor struggled to win access to good schools, good healthcare, and good jobs. The same suburbs that gave middle-class Americans new space left cities withering in spirals of poverty and crime. The Jim Crow South tenaciously defended segregation, and black Americans and other minorities suffered discrimination all across the country.
The contradictions of the Affluent Society defined the decade: unrivaled prosperity alongside persistent poverty, expanded opportunity alongside entrenched discrimination, and new liberating lifestyles alongside a stifling conformity.