Before the 1970s, it was common in many countries for women to be expected to focus entirely on homemaking rather than pursue higher education or careers. In the United States, for example, the 1950s and early 1960s emphasized the “ideal housewife” image: women married young, managed the household, raised children, and rarely sought college degrees.
Daily life revolved around cooking, cleaning, shopping, and planning social events. Advertising reinforced these expectations, with magazines and TV shows depicting women smiling in perfectly kept kitchens. For many, this lifestyle was fulfilling, but it came with social limitations: career ambitions were often discouraged, and financial independence was minimal.
In Europe, similar patterns existed. In post-war Britain, for instance, women were praised for keeping the home tidy and children well-cared-for, even as universities were opening more opportunities. In countries like Japan, housewives—“shufu”—were culturally expected to dedicate themselves entirely to family life, while higher education for women was rare.
Some women found creative outlets within these roles: community volunteering, local clubs, or developing skills like sewing and cooking competitions. Others quietly yearned for more intellectual stimulation, reading books or learning from radio programs. It was a period where societal pressure and personal ambition often clashed.
By the late 1960s and 70s, attitudes began to shift. The feminist movement and broader access to higher education opened doors for women to balance family life with careers and personal development. Looking back, it’s striking how much societal expectations shaped daily routines—and how women navigated these constraints in resourceful ways.
Do you remember women in your family or neighborhood living this way, or how life changed when education and careers became more accessible?