What the Future: American Dream

The American Dream isn’t just a concept — it is a powerful marketing tool that unites most Americans, even in polarized times. But while it resonates across demographic and party lines, 61% of younger Americans feel it’s unattainable.

Revisit our on-demand webinar to hear how the values of freedom, success, opportunity and fairness can become your brand’s superpower. Learn how the American Dream can drive consumer connections in financial services, technology, healthcare, automotive and CPG; how “Made in America” matters and how to leverage it effectively, and how to tap the nuances of the Dream across different demographics to tailor your products, innovation pipeline and your messages. 

Ipsos’ What the Future: American Dream issue explores these issues using our cross-methodology approach combining qualitative, quantitative, ethnography and more. We’ve uncovered critical insights to strengthen your marketing strategy in changing times.

Discover key insights marketers need to incorporate the Dream into their marketing and messaging tool kit, and to better understand the opportunities for innovation, customer support and market-building within. Plus, you’ll hear interview clips from our discussions with: 

• Jennifer Tescher, founder and CEO of the Financial Health Network
• Michael Strain, director of Economic Policy Studies at the American Enterprise Institute
• Asmirh Davis, founding partner and president, Majority
• Yoni Appelbaum, author, “Stuck”; deputy executive editor at The Atlantic 
• Richard Reeves, president of the American Institute for Boys and Men
• John Alvarado, U.S. chief brands officer, Suntory Global Spirits
• Tom Sullivan, senior VP, small business policy, U.S. Chamber of Commerce 

What the Future: American Dream