Devastation of Old Markets

By Bennett Sherry
World War II broke the world. As the United States and Soviet Union tried to put it back together, they clashed in the Cold War. While many economies recovered and grew, the Cold War also produced a global system of inequality between rich and poor nations.

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Five men stand together in front of a grand staircase.

Rebuilding the World: Origins of the Cold War

World War II changed how humans made, traded, and consumed goods. The war left the economies of Europe and East Asia devastated. As many as 80 million people died in the war. After the war, nations had to rebuild and rethink the global system. But, there were disagreements on how to do so. The biggest disagreements were between the United States and the Soviet Union.

These tensions sparked the Cold War, which was called a “cold” war because the two superpowers did not fight directly against one another. They each wanted to spread their economic models to other parts of the world. The Soviets were communist. They believed in state-planned economies. The Americans were capitalist, which meant that they favored free markets. Both superpowers sent large amounts of financial and military aid to their allies.

After the war, the Soviets took control of Eastern Europe. The United States feared Soviet expansion into Western Europe. It made a plan to rebuild Western European economies that were ruined by the war. The Marshall Plan was named after Secretary of State George Marshall. It sent billions of dollars in economic aid to seventeen countries in Europe. The plan was a massive success. There were economic “miracles” in countries like Germany, the United Kingdom, France, and Greece. The U.S. also aided Japan after the war.

People walk through a city that has been reduced to ruins. A statue of a man on horseback stands on top of a pile of rubble, next to a bombed-out building. One person drives a military vehicle through the wreckage and several others walk through.
The German city of Nuremberg in ruins, 1945, on the right is a statue of Kaiser Wilhelm I. By National Archives and Records Administration, public domain.

Historian David Landes wrote about the Japanese and German recoveries. He insisted they were built on “work, education, determination,” and American financial assistance. He said the U.S. helped these countries to block the Russian threat. But sociologist Immanuel Wallerstein disagreed. Instead, he claimed that the Americans helped because the “world-economy needed the re-entry of these countries.” These countries bought and produced U.S. goods. The Americans embraced the idea of a “free world” in opposition to the communist world of the Soviet Union. They hoped that the success of their allies would convince more countries to embrace capitalism.

Decolonization and economic dependency

Three men sit at a table, smiling, each looking over a piece of paper. One man is writing something down.
Gamal Abdel Nasser (Egypt), Josip Broz Tito (Yugoslavia), and Jawaharlal Nehru (India) at the Conference of Non-Aligned Nations held in Belgrade, September, 1961. Public domain.

After the war, European countries did not have the money to keep their empires. Their empires in Africa and Asia collapsed. In 1945, over a third of the world’s people lived in a colonized nation. Between 1945 and 1970, nearly every colonial nation gained its independence.

European nations lost power in global politics. Leaders of the newly independent nations of Africa and Asia spoke out against inequality. They objected to economic exploitation and racial inequality. In the 1960s, Indian Prime Minister Jawaharlal Nehru led the Non-Aligned Movement. Countries in this movement refused to follow either the United States or the Soviet Union. Instead, they decided to invest in their own countries.

Western Europe and Japan were aided by American money. However, their economies relied on raw materials from former colonial nations. They profited from the work of people in Asia, Africa, and Latin America. Farmers there were forced to produce cash crops. These were exported to richer nations rather than consumed locally. Poorer nations, therefore, needed aid from wealthy countries. This created a system of dependency. Kwame Nkrumah, Ghana’s first president, created the term “neo-colonialism” to describe this system.

Two presidents, dressed in suits, stand next to each other at a podium in front of two microphones.
President John F. Kennedy Meets with the President of the Republic of Ghana, Dr. Kwame Nkrumah, March 8, 1961. By Abbie Rowe, John F. Kennedy Presidential Library and Museum, public domain.
A picture of two, smiling men, standing next to one another. Both are dressed in suits and ties.
The Shah of Iran, Mohammad Reza Pahlavi, and American President, Lyndon B. Johnson, June 5, 1964. By Library of Congress, public domain.

Leaders in Africa, Asia, and Latin America fought against this system of neocolonial dependency. Some nationalized industries in their countries, meaning that the government took control of private industries. For example, the leader of Iran nationalized the oil industry. It had been controlled by a British oil company.

The American government saw all foreign policy as part of the Cold War. It was suspicious of countries that
nationalized industry. It thought that they were associated with communism and the Soviet Union. The U.S. military and intelligence agencies worked against these countries. The CIA helped organize coups that removed leaders in Iran, Ghana, Chile, and other countries. They replaced them with leaders who gave the industries back to private ownership.

Consumption and inequality

There was an increased demand for consumer goods in the U.S., Japan, and Western Europe after the war. Americans moved to larger homes in the suburbs. They bought new cars, washing machines, and household products. This created a greater demand for raw materials such as oil, coffee, and rubber from poorer countries.

There were problems of inequality within wealthy nations. For example, black Americans did not have the same opportunities as white consumers. Racist Jim Crow and redlining1 laws prevented them from moving to new suburban homes.

An advertisement for a washing machine shows a picture of a blonde woman in a blue dress smiling in front of a washing machine, holding a pile of neatly folded towels. A headline reads “The World’s Finest Automatic Washer!”
1950 General Electric Automatic Washer Advertisement, Life Magazine, March 27, 1950. By SenseiAlan, CC BY 2.0.

The end of the war was also a setback for women in the United States. During the war, many women had filled the jobs of men. After the war, most returned to working in household roles. New tax laws in the U.S. favored male-dominated households. These laws made women financially dependent on men.

The period from 1945 to 1970 saw the rebuilding of some of the world’s largest economies. One-third of the human population was liberated from living under empires. However, this period also started the Cold War and the system of dependency. Both produced decades of conflict. They also produced massive inequalities between the richest and poorest nations and people. These inequalities would only worsen in the 1970s and 1980s, and many continue today. 

A billboard reads “The more WOMEN at work the sooner we WIN”, and depicts a woman in a red uniform working on an airplane window.
Woman working in an airplane factory, 1943, by Alfred T. Palmer, Office of War Information, Bureau of Public Inquiries. By Library of Congress. Public domain.

1 Redlining is a financial and loan practice of excluding people from certain neighborhoods and denying public services to certain neighborhoods, often with racist motivations.

Source

Cohen, Lizabeth. A Consumer’s Republic: The Politics of Mass Consumption in Postwar America. New York: Vintage books, 2003.

Landes, David. The Wealth and Poverty of Nations: Why Some Are So Rich and Some So Poor. New York: W.W. Norton and Co., 1999.

Wallerstein, Immanuel. “The World-System After the Cold War.” Journal of Peace Research 30, no. 1 (1993): 1-6.

Weisener-Hanks, Merry. A Concise History of the World. New York: Cambridge University Press, 2015.

Bennett Sherry

Bennett Sherry holds a PhD in History from the University of Pittsburgh and has undergraduate teaching experience in world history, human rights, and the Middle East at the University of Pittsburgh and the University of Maine at Augusta. Additionally, he is a Research Associate at Pitt’s World History Center. Bennett writes about refugees and international organizations in the twentieth century.

Image credits

Creative Commons This work is licensed under CC BY 4.0 except for the following:

Cover: Prime Minister Jawaharlal Nehru (India), President Kwame Nkrumah (Ghana), President Gamal Abdel Nasser (Egypt), President Sukarno (Indonesia), and President Tito (Yugoslavia) at a “neutralist summit conference” in 1960. These leaders were calling for the US and USSR to resume diplomatic relations. © Bettmann/Getty Images.

The German city of Nuremberg in ruins, 1945, on the right is a statue of Kaiser Wilhelm I. By National Archives and Records Administration, public domain. https://commons.wikimedia.org/wiki/File:Nuremberg_in_ruins_1945_HD-SN-99-02987.JPG#/media/File:Nuremberg_in_ruins_1945_HD-SN-99-02987.JPG

Gamal Abdel Nasser (Egypt), Josip Broz Tito (Yugoslavia), and Jawaharlal Nehru (India) at the Conference of Non-Aligned Nations held in Belgrade, September, 1961. Public domain. https://commons.wikimedia.org/wiki/File:Jawaharlal_Nehru,_Nasser_and_Tito_at_the_Conference_of_Non-Aligned_Nations_held_in_Belgrade.jpg

President John F. Kennedy Meets with the President of the Republic of Ghana, Dr. Kwame Nkrumah, March 8, 1961. By Abbie Rowe, John F. Kennedy Presidential Library and Museum, public domain. https://commons.wikimedia.org/wiki/File:President_John_F._Kennedy_Meets_with_the_President_of_the_Republic_of_Ghana,_Osagyefo_Dr._Kwame_Nkrumah_(JFKWHP-AR6409-A).jpg

The Shah of Iran, Mohammad Reza Pahlavi, and American President, Lyndon B. Johnson, June 5, 1964. By Library of Congress, public domain. http://www.loc.gov/pictures/item/2016646537/

1950 General Electric Automatic Washer Advertisement, Life Magazine, March 27, 1950. By SenseiAlan, CC BY 2.0. https:// www.flickr.com/photos/91591049@N00/39523748315

Woman working in an airplane factory, 1943, by Alfred T. Palmer, Office of War Information, Bureau of Public Inquiries. By Library of Congress. Public domain. http://www.loc.gov/pictures/item/95504675/


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