The United States has a varied history with environmentalism. Americans have always taken pride in their natural heritage. The conservation movement of the 1890s, championed by the likes of John Muir, gave rise to civic, public and private sector institutions dedicated to conservation. The industrial revolution, however, coupled with the rise of modern capitalism, the era of the New Deal and the economic boom following WWII assimilated Americans into growth economics. This varied history, two opposing Americas, came to a head in the decade of change, the 1960s. The modern environmental movement finds its roots in the discourse of this era.