A Mighty Power against the Cost of Living: Canadian Housewives Organize in the 1930s

Consumer activists organizing in the 1930s against rising milk prices demonstrated the power of a strong grassroots movement to enlarge prevailing understandings of the political and to wring responses from an unwilling state. Their maternalism, combined with milk's emotional, social, and political meanings, attracted broad popular support and deflected criticism from the dairy industry, hostile public officials, and anticommunists. Their campaign for affordable milk became a synecdoche for broader demands that the state restrain business in the interests of consumers and protect ordinary people from the harsh injustices of the Depression. After winning immediate concessions, the Toronto Housewives Association failed to achieve their long-term goals, but their impact was nonetheless significant. Their campaign fueled and informed public debates about the political economy of food and government's responsibilities to protect citizens, pushing socialist policies onto the political agenda under the cover of maternalism. Participation in Housewives' campaigns transformed powerless victims into effective political actors. Housewife-activists challenged prevailing notions of normative feminine behavior, creating social space for ordinary women acting within their domestic roles to engage in direct political action.