Businesses preached "BUY, BUY, BUY!" to all, giving birth to an era of consumerism and competition to "keep up with the Joneses." This lifestyle prompted women to join the work force in order to make ends meet.
Biashara zilihubiri “NUNUA, NUNUA, NUNUA!” Kwa wote, zikijifungua kwa zama za ulaji na mashindano ya “kuendelea kuweka juu kama akina Jonesi.” Hii ilisababisha wamama kujiunga na nguvukazi ndio waweze kupata mahitaji yao ya kila siku.