Leisure Jobs: Recreating Family and Social Life in Canadian Electric Utility Marketing, 1920–1970

David Foord

Business History Review, 2024, vol. 98, issue 2, 447-483

Abstract: This article contributes to scholarship on business history and gender in twentieth-century energy transitions. It examines Canadian electric power utility marketing plans and materials, newspaper and magazine accounts, and oral history interview records. Utilities initially sought to sell power as capital and labor rationality, mirroring industrial ideals of producing more with fewer resources. As those labor savings were realized, they increasingly sold power as a means to perform new organizational and emotional jobs of creating a more intimate, happier, and child-centered family life. In doing so, they redefined social life, from family-as-labor unit to family-as-leisure unit, while also redefining leisure-as-labor for women. Women in utility marketing materials, as observed in subsequent time-use studies, eventually saw fewer hours of housework and family care, although offset by increasing leisure jobs. Mobilizing social groups to advance an electrification agenda, utilities sold this new labor as an extension of energy service work in homes, public spaces, and leisure facilities.

Date: 2024
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