American Dream reimagined: How brands can find opportunity in its evolving meaning
The American Dream has been used to market to Americans and to market America itself. In today’s polarized times, the values behind the Dream still unite most Americans and the messaging is still powerful. As brands look for ways to connect with consumers, ideas around freedom, success, opportunity and fairness are strong themes of commonality, across demographics and bridging party divides.
Yet, 61% of younger Americans also feel the Dream is unattainable.
These are just two areas of opportunity for brands uncovered in What the Future: American Dream. The Dream is a shared aspiration that brands and marketers can help people achieve, especially in financial services and technology. And the Dream continues to be a foundational bedrock for messaging across categories from healthcare to automotive to CPG, especially (but not exclusively) for products that are made or assembled in America and sold in local businesses in communities throughout the U.S.
But there are nuances. The Dream isn’t the same for everyone.
What the Future: American Dream digs into those areas of common ground, and the tensions that lie within. Using a cross-methodology approach combining qualitative, quantitative, ethnography and more, we uncover the key insights marketers need to incorporate the Dream into their messaging toolkit, and also understand the opportunities for innovation, customer support and market-building within.
Register for our companion webinar now. If you’re living the Dream of taking some time off this summer, we’ve got you covered with the choice of two dates:
Register for our July 29 webinar now
Register for our August 12 webinar now
For full results, please refer to the annotated questionnaire or the Ipsos What the Future: American Dream Survey data tables.
Introduction
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The American Dream is alive. But is it well? Matt Carmichael, editor, What the Future |
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Shifts
Shifts: How will our version of the American Dream evolve over time? Matt Palmer, consultant, Ipsos Strategy3 |
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Interviews & Features
How America’s ‘stuck at home’ trend is shaping the American Dream Yoni Appelbaum, author, “Stuck;” deputy executive editor at The Atlantic |
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Why money is still core to the American Dream Jennifer Tescher, founder and CEO of the Financial Health Network |
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Why higher education remains a key driver of the American Dream Michael Strain, director of Economic Policy Studies at the American Enterprise Institute |
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How marketers can reimagine the American Dream for growing populations Asmirh Davis, founding partner and president, Majority |
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Why helping boys and men doesn’t mean neglecting women’s issues Richard Reeves, president of the American Institute for Boys and Men |
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How a 230-year-old iconic brand navigates shifting American values John Alvarado, U.S. chief brands officer, Suntory Global Spirits |
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How the American Dream is shifting for entrepreneurs Tom Sullivan, senior VP, small business policy, U.S. Chamber of Commerce |
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With contributions from Ipsos’ Ruth Moss, Matt Palmer and Sarah Procaccini. |
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