During WW2 women were called upon to take on 'masculine' jobs such as working in factories and on farms. As men returned from war they wanted to regain their traditional roles as the breadwinners, meaning women had to be encouraged back into the home. This saw the rise in the 1950s  housewife image of a woman as 'domestic goddess', doing all of the chores, looking after the children, getting the dinner on the table and still ensuring she looks attractive for her husband. During this period women had very little control, the man of the house controlled the finances and allowed the woman to have house keeping money to buy things such as food and household products. All other important decisions such as what car to drive were the responsibility of the man. 

A housing boom, stimulated in part by easily affordable mortgages for returning members of the military, added to the expansion. The nation's gross national product rose from about $200,000 million in 1940 to $300,000 million in 1950. At the same time, the jump in post-war births, known as the "baby boom," increased the number of consumers. More and more Americans joined the middle class.

The post WWII consumer boom of the 1950s included the rapid development of new technologies for the home, designed to make domestic chores easier.  Vacuum cleaners, fridge freezers, microwave ovens and washing machines all became desirable products. Products linked to this technology also developed, such as washing powder, which is why Tide reinforces the fact that it is better than 'other brands'.