Society can certainly be a cause of the rising permissiveness. Much of the way we parent our children is affected by society and its values. Since at least the 1950s and 1960s, Americans have been moving away from traditional values and towards values that help allow permissiveness to happen.
In the ‘50s and ‘60s, parents began to turn away from older, more authoritarian styles. They were helped in this direction by Dr. Benjamin Spock and his parenting books. They were also helped by a society that was turning more toward the idea of individualism and “doing your own thing.” As society changed in these ways, more parents became more permissive. In this way, society and its changing values helped to cause permissiveness.