1960S AMERICA: A DECADE OF CHANGE
THE JOURNEY OF A BOOMER
A new generation
Baby boomers during the 60s had a very different standard of living, which highlighted the sharp generational differences between themselves and their parents. They were wealthier, looked healthy and emerged as the new consumer demographic. Although the 60s was a time of social turmoil for young people, there was a lot to be grateful for.
"As 1970 approached, many boomers became disillusioned with politics, opting instead to focus on improving their mental, physical, and spiritual health"
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Suburban Dreams
This decade was a time of prosperity for young people. With a huge boom in the population after two World-Wars, there was almost no housing available throughout the 50s. But the 60s commenced and mass suburbanization meant that baby-boomers had the option to dip in and out of the hectic city lifestyle - knowing they were guaranteed a healthy standard of living, back home in the suburbs. Construction firms like Levitt and Sons embarked on a plan to mass-produce homes on the outskirts of New York City. New construction sites like this were where most boomers spent their teen years.
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Did you know that ‘baby boomer’ largely refers to the white middle-class teenagers of the 60s, which ignores the diversity throughout America? Do you think this standard of living was the same for African Americans? Click here to find out more.
​This prosperity from a rebuilt country and the strengthened post-war economy is what (luckily for them) boomers were at the forefront of experiencing. This idyllic lifestyle in the countryside was accompanied by a reduced working week and a rise in disposable income. This explains why teens in the 60s had more time and money to spend on their wellbeing, dress sense and social life.
TECHNOLOGY
​Technology is arguably one of the highlights of being a teen in the 60s. With so many advancements in technology, most baby boomers lived a pretty privileged life.
The automobile
When you think of a baby boomer in the 60s, the automobile is definitely one of the first things that should spring to mind. With mass suburbanization taking place, around 79% of American households owned a car. But, this symbolised much more.
Having a car revived your social life in the suburbs. It allowed you to see friends, travel into the city to watch a movie at a drive-in and travel to work. This all may seem pretty normal to us now, but for boomers, cars meant freedom and independence.
Let's not forget, this did not apply to all baby boomers, as African Americans and other ethnic minorities were less likely to own their own car and opted for sharing instead. They did not benefit from the post-war prosperity or the privilege that being white automatically gave you in America during the 60s.
TV TIME
The television would probably be the second on my list of advancements in technology, that boomers in the 60s benefited from the most. Close to 90% of households had a TV and although they were only 3 channels – CBS, NBC and ABC (crazy, I know), it was central to the life of a boomer in the 60s. The presidential election, John F. Kennedy’s assassination and the Space Race were all events of the decade that unfolded on TV. It was the ease of being able to stay in touch with the world, from the comfort of your own home, that boomers were lucky to experience.
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Did you know that variety shows became increasingly popular in the 60s? They were 18 variety shows throughout the decade, including the famous Ed Sullivan Show, which featured performances from music artists that were popular with baby boomers, like The Beatles, every Sunday night.
Female power
The 60s was a revolutionary decade for women. Female baby boomers experienced more freedom in the 60s than in any other decade prior. It was where women began to transform from the happy homemaker to career-driven individuals. Although ideals surrounding femininity were still relatively conservative, a lot of challenges were made to the position of women in society.
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1960 - The first birth control pill (Enovid) was introduced which gave women more freedom over having children and meant that teens did not have to worry about having casual sexual interactions.
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1963 - Betty Friedan released her book 'The Feminine Mystique' in which she challenged societies expectations of women and urged many women to "break out of the household trap".
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1963 - Congress passed the Equal Pay Act, which banned discrimination based on your gender, as well as colour and race. A real win for American boomers.
The female teenagers of the 60s and their constant demand for gender equality has paved the way for how females live in the US today and all around the world.