Design Stories: Exploring Everyday Things

'Live Better Electrically' Campaign

The “Live Better Electrically” (LBE) program, launched in 1956 by General Electric (GE) and Westinghouse, stands as one of the most effective mass marketing home campaigns in history. Despite the energy crisis of the 1970s, the “Live Better Electrically” (LBE) program was a major successUtility companies had already invested heavily in electric power plants and were eager to sell more electricity to recover their investments. The LBE program’s marketing strategy effectively capitalized on the idea of convenience and modern living. By positioning all-electric homes as the height of modernity, the campaign resonated with consumers who desired a futuristic, convenient lifestyle, even amid economic uncertainty. The campaign's success was driven by the continued need for electric power for household amenities, which were becoming integral to daily life. The program's long-term success was further reinforced by the fact that many of these all-electric homes were marketed as a status symbol of progress, and the appeal of “futuristic” technology persisted even through the turbulence of the 1970s energy crisis.

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