美国梦的未来

Powered byIpsos2 ‒ContentsContents Perspectives and researchThought-provoking insights from industry leaders and Ipsos experts20How America’s ‘stuck at home’ trendis shaping the American DreamThe Atlantic’sYoni Appelbaumexplains whyAmericans are staying put and what that means forsocial and economic mobility.27Why higher education remains a keydriver of the American DreamAmerican Enterprise Institute’sMichael Strainexplains why he’s optimistic about opportunity andprosperity in the U.S.24Why money is still core to theAmerican DreamFinancial Health Network’sJennifer Teschershareshow fintech can support people’s dreams.30How marketers can reimagine theAmerican Dream for growing populationsMajority’sAsmirh Davisdiscusses marketing theAmerican Dream with cultural competency. Introduction3The American Dream ata glance4 The American Dream is alive.But is it well?17 America at a glanceShifts18 How will our version ofthe American Dream evolveover time?Tensions43 Today’s tensions, tomorrowFuture destinations46 Questions for the future 37How a 230-year-old iconic brandnavigates shifting American valuesSuntory Global Spirits’John Alvaradoshares howJim Beam’s American heritage is inspiring its future.40How the American Dream is shiftingfor entrepreneursThe U.S. Chamber of Commerce’sTom Sullivanurges policy shifts to help entrepreneurs keep theirAmerican Dreams alive amid change.34Why helping boys and men doesn’tmean neglecting women’s issuesAuthor and researcherRichard Reevessharessolutions for boys and men to thrive in the future. Powered byIpsos3‒Younger generations have somevery different ideas about theDreamFor older generations, financial security isthe top consideration in the Dream.Gen Xers also equally prioritize freedomand homeownership. But for Gen Zers,personal freedom comes first andhomeownership, a top consideration forall other generations, ranks 8th.Freedom, family and success arekey themesFinancial security, personal freedomand homeownership are the top wordsassociated with the Dream in ourFuture of the American Dream survey,but family and happiness also popas themes in the qualitative research.The rungs on the ladder ofsuccess are crackingMost people (80%) already think theDream is harder to achieve than itused to be. But paths to successthrough education, investment andhomeownership are in doubt.The American Dream at a glance:Options and opportunities without obstaclesWhere does the Dream standtoday?We used a combination ofqualitative, ethnographic andquantitative research to find out.Here are key themes that emerged. The growing demographics in theU.S. see the Dream differentlyThe Asian, Hispanic and Black populationsare growing the fastest in the U.S. Theymostly share the same top prioritiesas each other (and white Americans) butin different orders and to different extents.There’s a lot of common groundLarge majorities agree that eachgeneration should have a higherstandard of living (81%). But they alsoagree the Dream needs to be morerealistic (74%), is harder to achieve(80%), and that the economy is rigged(73%). Yet 63% think they will be betteroff than their parents, regardless. Imagine it’s 2052. How many stars are on the future American flag? Is there a star for Greenland?Or Puerto Rico? Or Washington, D.C.? Does southern Illinois succeed in seceding from Chicago?Maybe that sounds far-fetched, but more than 30 Illinois counties have already passed referendums in favor.The American Dreamis alive. But is it well?We started thinking about stars when imagining whatkind of flag would fly in front of our future AmericanDream home.Yoni Appelbaum, deputy executive editor at The Atlantic,dropped an incredible flex during his interview for this issue.He quoted one of the founders of his magazine who summedup the American Dream as one schoolboy saying to another,“I’m as good as you be.” That line comes from an 1892 essayin The Atlantic by said founderRalph. Waldo. Emerson.The founder ofthismagazine had no such pithy descriptionof this idea or this ideal. In fact, that was a problem whenwe started planning this issue. The concept of the AmericanDream goes back to the nation’s founding. The phraseitself is almost a century old. But … what does it mean todayand what is shifting for tomorrow? Ipsos has been researchingways to Know the New America all year. Shifts in the Dreamare a big piece of that. But to discuss the future of the Dream,we needed to understand what that Dream is, and how itdiffers from person to person and group to group. It’s a bigquestion, so you’ll see how we leveraged the power andbreadth of Ipsos.The following page has some key takeaways from theresearch. Then there’s an extended narrative around thosethemes backed by new, exclusive and novel research.And then we’ll get to our panel of experts, which is alsosuper-sized. Finally, having made our case, we’ll come backto those broad themes and talk through some big questionsfor brands, companies and policymakers alike to help youprepa