Questions for the future …
Ipsos experts share the host of questions raised by the changing American Dream for businesses to ask now to prepare for business tomorrow and into the future.
Since freedom, family and success are key themes …
- The middle class has survived based on two incomes. What if that changes?
- Can brands help people exercise their freedom and celebrate successes?
- Can financial knowledge be democratized?
- How can technology support skills for self-sufficiency?
Since the growing demographics see the Dream differently …
- Can AI plus human intelligence help scale creative that is sensitive to multiple cultures?
- What issues and topics should a brand lean into or avoid?
- Aspiration is a key part of marketing. What if people don’t dream of the future?
- What if the Dream becomes more attainable for more groups?
Since the rungs on the ladder of success are cracking …
- What if companies need to create a value line and a luxury line for each of their products and services?
- What if government agencies could seamlessly share data for a more holistic look at individuals’ financial risk due to student debt and unemployment?
Since younger Americans have a different Dream …
- What replaces the home as a way to store wealth?
- How does a lifelong renter choose food or furnishings?
- Will generational wealth transfer change younger Americans’ views of homeownership?
Since there’s common ground to lean into ...
- Can brands help remind people of what we have in common?
- If people mostly agree the system is rigged, how can a brand work with pessimism?
- How can businesses offer workers flexibility and freedom?
With contributions from Ipsos’ Ruth Moss, Matt Palmer and Sarah Procaccini.
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