In our last blog, we talked about how the Industrial Revolution set the foundation for modern marketing. Now, let’s move forward to the 20th century—a time when consumer culture truly took off, especially after World War II. This period wasn’t just about selling products anymore. It was about understanding why people buy, what influences them, and how to create deeper connections between brands and consumers.
Here’s how marketing evolved during this pivotal era:
Post-War Prosperity: The Birth of Mass Consumerism
The years following World War II were marked by economic recovery and growth. People had stable jobs, rising incomes, and access to a wide range of products that were now mass-produced. Consumerism wasn’t just about buying necessities; it became a way to signal status, identity, and aspirations. Owning the newest car, television, or kitchen appliance was a way of participating in the “American Dream.”
Companies quickly adapted to this growing demand by focusing on making their products more desirable, rather than just functional. Advertising was no longer about what a product did—it was about how it made you feel.
Billboards and Radio: Speaking to the Masses
During the early part of the 20th century, billboards and radio played a huge role in marketing. Billboards popped up along major roads, catching the attention of travelers and promoting products in bold, memorable ways.
Radio, which became widely accessible by the 1920s and 1930s, changed how companies could reach consumers. For the first time, people could hear ads while enjoying their favorite shows or news programs. This gave brands the chance to use jingles, slogans, and storytelling to stick in the minds of their audiences. Think of campaigns like Coca-Cola’s early radio ads—simple yet so effective.
Television Changes the Game
When television became mainstream in the 1950s, it transformed marketing forever. TV combined the visual appeal of billboards with the storytelling power of radio, creating an entirely new way to engage consumers. Suddenly, brands could bring their products to life right in people’s living rooms.
Companies like Procter & Gamble and Colgate became early adopters, sponsoring soap operas and creating targeted commercials that connected directly with homemakers. As TV ownership grew, so did the importance of commercials. Big campaigns, like those for Coca-Cola and Marlboro, started shaping cultural trends.
This was also when celebrity endorsements became popular. If your favorite actor or singer loved a product, chances were you wanted it too.
The Rise of Market Research
While ads were evolving, companies also began diving deeper into consumer psychology. Instead of guessing what customers wanted, they started using surveys, focus groups, and data to study behavior.
By the mid-20th century, businesses realized that understanding emotions, motivations, and habits was key to creating more effective marketing campaigns. This led to the birth of market research as a serious practice.
For example, researchers studied how colors and packaging influenced purchasing decisions. Bright colors attracted attention on store shelves, while sleek designs made products feel premium. Techniques like this helped brands stand out in crowded markets.
Lifestyle Marketing and Emotional Branding
In the latter half of the century, brands shifted their focus again—this time toward selling lifestyles. Products were no longer just tools; they were symbols of identity. Nike wasn’t just selling shoes—it was selling athleticism and perseverance. Coca-Cola wasn’t just a drink—it represented happiness and togetherness.
This era saw some of the most iconic marketing campaigns in history. For example, Apple’s 1984 Super Bowl ad positioned the company as a leader of innovation and creativity. Marlboro’s “Marlboro Man” campaign sold the rugged cowboy lifestyle, making cigarettes synonymous with masculinity.
These campaigns weren’t just about showing a product; they told stories that resonated with consumers on a personal level.
Conclusion: Laying the Foundation for Modern Marketing
The 20th century was a time of incredible change in consumer culture. Post-World War II prosperity, the rise of new media, and advancements in understanding human behavior all transformed the way companies marketed their products.
From billboards and radio jingles to the emotional branding we still see today, this era laid the groundwork for how businesses connect with their customers.