Social Transformation and Consumerism in 1960s Spain

Emergence of Spain's Consumer Society

Despite limitations, economic development led to the emergence of a consumer society in Spain. The widespread use of appliances (two-thirds of households had television in 1969) and cars (one-quarter of Spanish families owned a car that year) were key elements exemplifying this new society.

The consumer society, marked by access to more information and greater mobility, brought about a new mindset, especially among the younger generation, which clashed with the traditionalism of the system. Key changes included:

• Progressive relaxation of the importance of the Church and religious habits.
• New relationship habits and patterns of social relations between the sexes, including the incorporation of women into the world of work.
• Adoption of new fashion, customs, and costumes introduced through tourism.

Furthermore, agriculture's contribution to the GDP decreased significantly, passing from 23% to 9%.

Social Structure and Inequality in the Franco Era

In the 1960s, Spain almost doubled its national income and consumption, dramatically improving the welfare of Spanish society. This period saw the adoption of the Framework Act on Social Security (1963), which extended social security to all Spaniards, and the General Education Law, which made education compulsory.

However, Franco's Spain was marked by a deplorable lack of public goods (such as highways, affordable housing, and infrastructure in townships) and social services like hospitals and schools. This deficit is attributable to a tax system heavily based on indirect taxes (on consumption) that did not aim to redistribute income.

Consequently, social differences increased, and large pockets of poverty persisted. The social structure evolved:

• The working class grew, comprising wage earners in industry and services. These sectors developed greater expertise and offered increased capacity for social mobility.
• New urban middle classes appeared, consisting of liberal professionals and employed officials.
• The upper classes remained a minority (around 6% in 1975) but held substantial power and influence. While the landed oligarchy lost power, the industrial bourgeoisie and, especially, the financial aristocracy (banking) saw their influence increase. The senior military maintained their power, serving as the ultimate guarantee for the survival of the dictatorial regime.