The advent of lifestyle branding fueled new class identities based on what people bought rather than what they earned, as advertisers increasingly associated products with a particular way of life. This 1957 advertisement for Saran Wrap is a prime example of the trend, highlighting how Saran allows women with tight budgets to manage nonetheless “a happy home with a beautiful combination of joy and efficiency.” With Saran and other products, Dow implied that a middle-class lifestyle of ease and convenience was accessible to a broad class of consumers—and reinforced the notion that what money was spent for mattered more than how much was earned.