The American Dream in Transition: What Americans Really Think

In his insightful book, The Way We'll Be, veteran pollster John Zogsby draws on thousands of surveys to reveal four megatrends that are shaping how Americans view the world:

• Living with limits as consumers and citizens
• Embracing diversity of views and ways of life
• Looking inward to find spiritual comfort
• Demanding authenticity from the media, our leaders and institutions

Led by today's 18-29-year-olds, America's first "global" generation, Americans are becoming more internationalist, consensus-oriented and environmentally conscious—and less willing to identify themselves by what they do or how they spend their money.

Leaders and marketers who want to better understand how Americans think and what they believe will find this a valuable read.

What a Pollster Can Tell You About Reaching Consumers

Are you reaching America's consumers with messages they care about? Consider these four emerging consumer perspectives as you craft your firm's messaging:

1. Individualistic
America has always had a distinctly individualistic view of life, but this characteristic is becoming even more pronounced as consumers find their hopes in institutions dashed. Choice, independence, and personalized service are messages they warm to.

2. Yet global
Even as their trust in institutions declines, they are not just focused on their own corner of the planet. Their interests are global, not just local, and they connect with organizations with similar interests.

3. Interested in sustainability
Consumers, especially the younger ones, want sustainability, and want to do business with companies that share those values. Demonstrating your company's focus on global sustainability—not just national—will resonate with them.

4. Not just young
Retirees are living longer and hold vast resources of discretionary income. But they're looking for more than just relaxation. Talk to them about matters they care about and that contribute meaning to their lives—and tap into their life experiences within your own organization.

Source: The Way We'll Be, John Zogsby, Chapter 3. Buy it here.