The end of World War II inagurates a new era for Western Europe with the American factor playing a decisive role in the restart of economic and political life. Since the late 1940s, the concepts of Reconstruction and Development have occupied a firm place in the rhetoric of Western European Governments and are largely expressed through the link between collective/individual prosperity and the market. The consumption of goods and services was promoted by post-war governments and the media as a right and "sacred duty" of the post-war citizen, while at the same time it was directly linked to the promise of democratization. In this context, everyday consumption is enriched with new market practices and symbolisms that claim a general cultural impact on the individual's life and the way she/he gazes at herself/himself and her/his world.Greece from the early 1950s was one of the first countries to be exposed to the American economic and cultural policies that shaped post-war Europe, around the axis of mass production and consumption. This fact, together with all that constituted the 'Greek example' in the post-war period, was strongly reflected in the 1950s, and to a considerable extent shaped the post-war Subject, making the Greek case an interesting example for the study of the rhetoric, means and ways by which "consumer life" was promoted and consolidated in the Greek society. Having the above as a starting point and adopting the relationship between space (private, public, imaginary) and consumption, this study, focusing on the Greek periodical and daily press of the 1950s, the speeches of Greek and American politicians, the archives of industries, articles of the time, monographs, etc., attempts a historical study of the promotion of consumerism in early post-war Greece, its association with the notions of happiness, equality and democracy, as well as the origins of what in the decades that followed was defined as "consumer culture".