JWT: American dream in the balance Sept 2012

AMERICAN
DREAM
IN THE BALANCE

September 2012

Image credit: Pete.Mac

WHAT WE’LL COVER

• Introduction
• Methodology
• Study Findings
1. Defining the Dream
2. Is the Dream still alive?
3. What’s different about the Dream today?
4. Why has the Dream shifted?
5. A less achievable Dream
6. Why is the Dream less achievable?
7. The Dream by generation
8. Corporations and the Dream
• What It Means for Brands
• Appendix
– More About Our Experts/Influencers
– Additional Charts
– Topline Findings From 2008

A note to readers: To make the report easy to navigate, we’ve added hyperlinks to this page, so you can jump immediately to the items that most
interest you (or, alternatively, you can read the material straight through).

This is a report from JWTIntelligence. Go to JWTIntelligence.com to download this and other trend research.

2

INTRODUCTION

Image credit: justinday

INTRODUCTION

It was in 1931 that the phrase “the American Dream” first
cropped up, in a book by historian James Truslow Adams.
More than eight decades later, the phrase still resonates with
Americans and the rest of the world. “[Barack Obama] knows
the American Dream because he’s lived it,” the first lady
declared in her speech at the Democratic National Convention
in September. But what does “living it” mean for those who
don’t aspire to the presidency? [The American Dream is]
that dream of a land in which life should
The Dream is a fuzzy concept, and definitions vary greatly. be better and richer and fuller for everyone,
To some it’s about a comfortable home, others a high-paying with opportunity for each according to ability or
job. But the Dream is more than money and material goods. achievement. … It is not a dream of motor cars and
It connotes an attitude and an ethos: a willingness to strive in high wages merely, but a dream of social order in which
the face of adversity, a belief in America as a land ripe with each man and each woman shall be able to attain to
opportunities for success (however one defines it), a potent the fullest stature of which they are innately
sense that anyone can achieve a better life, for oneself and capable … regardless of the fortuitous
one’s children. circumstances of birth or position.”
—JAMES TRUSLOW ADAMS,
This report investigates what the Dream means to Americans The Epic of America

today, spotlighting findings from a recent JWT survey and
also tracking how perceptions have shifted since our 2008
study on the same topic, also conducted in the run-up to a
presidential election. (For a list of our topline findings from
2008, see Appendix.)

4

INTRODUCTION (cont’d.)

Since our 2008 report, Americans seem less engaged with the
concept—perhaps not surprisingly. Four years ago, citizens Key takeaways
were riding high on Obama’s promise of “hope.” Since then, • While enthusiasm around the Dream is declining and the
they’ve seen the country lose more than 8 million jobs and concept is under stress, Americans still largely believe in it.
home values sink by about a quarter. For many, the Dream has • The Dream resonates most strongly with older generations,
lost its luster. All the same, we found that 7 in 10 Americans wealthier Americans and Republicans.
still believe in the idea, not much fewer than in 2008.
• The Dream’s core components have remained largely
For marketers, understanding the Dream is understanding a stable, but Americans see traditional elements like
slice of the American mindset. By speaking to it, brands can community and family being replaced by aspirations for
tap into Americans’ core beliefs, values and desires. fame and fortune.

• Americans feel the Dream is becoming significantly harder
to achieve for most, especially the middle class and—
reflecting a streak of resentment toward immigrants—white
Americans.

• Unemployment and high expenses are considered the
key external obstacles to achieving the Dream, with the
government and Wall Street bearing some blame as well.

• While less so than four years ago, America is still seen as
the prime land of opportunity.

• Corporations have a role to play in helping Americans
achieve the Dream.

5

METHODOLOGY

“American Dream in the Balance” is the result of research conducted by JWTIntelligence throughout the year. Specifically
for this report, we fielded a survey of 503 American adults aged 18‐plus from July 26-30 using SONAR™, JWT’s proprietary
online tool; data are weighted by age, gender and income. We have also included some open-ended responses to survey
questions. This report also uses comparative data taken from our September 2008 American Dream survey of 2,112
Americans aged 18-plus that we fielded using SONAR™. In addition, we interviewed four experts and influencers on evolving
attitudes toward the American Dream.

EXPERTS AND INFLUENCERS*
ERIN CURRIER, MELISSA LAVIGNE-DELVILLE,
project manager, Economic Mobility Project, VP of trends and strategic insights,
Pew Center on the States NBCUniversal

MICHAEL FORD, JOHN ZOGBY,
founding director, Center for the founder, Zogby Poll
Study of the American Dream

*See Appendix to learn more about these experts and influencers.

6

STUDY FINDINGS

Image credit: Pete.Mac

1 DEFINING THE DREAM

“Life, liberty and the pursuit of happiness”: The basic definition of the American Dream remains stable, changing little
since 2008. For most, it’s an aspirational concept, closely echoing the Declaration of Independence’s promise of “life,
liberty and the pursuit of happiness.” The notion of liberty pops up twice in the top five components of the American
Dream, while freedom of speech and freedom from fear of oppression follow shortly after, at No. 7 and No. 8, respectively.

What the Dream means generally
Top five factors that respondents say are a big part of what the
American Dream means today

1 FINDING HAPPINESS
To me, it means being able to have
freedom to achieve goals such as having
2 PERSONAL INDEPENDENCE or owning your own business, being able
to buy a home and have cars and live
3 FULFILLING MY POTENTIAL a life with freedom to choose how
you dress, where you work, how
you practice religion
4 HOME OWNERSHIP and so on.”
—FEMALE, 54

5 FREEDOM TO BE ABLE TO
GO ANYWHERE YOU WANT

For a complete listing of responses in 2012 vs. 2008, see Appendix,
Figure 1A.

8

1 DEFINING THE DREAM (cont’d.)

The Dream’s key traits: This word cloud is based on open-ended responses to the question “What does the phrase ‘the
American Dream’ mean to you?” The relative size of each word is based on the frequency with which it was used; we
stripped out the words “American” and “Dream.” For a comparable word cloud from 2008, see Appendix, Figure 1B.

9


Boosting the next generation: For most Americans, the Dream means not only attaining a certain level of financial
stability and comfort for themselves but securing a better future for their children. Again, when it comes to defining
the Dream personally, the top five responses remained stable since 2008.

What the Dream means personally
Top five factors that respondents say are a big part of what the
[The American Dream is]
American Dream means to them personally
the ability to work hard and
see rewards, either in possessions
1 FINANCIAL SECURITY or in a legacy for your
children.”
2 BEING ABLE TO SAVE MONEY —MALE, 58

3 A COMFORTABLE LIFESTYLE If we had to say one
thing [Americans] are striving toward,
it is a very general but consistent answer,
4 A BETTER LIFE FOR and that is, ‘Making a better or creating
MY CHILDREN a better life for my family.’”

5 EQUAL OPPORTUNITY
MICHAEL FORD,
founding director,
Center for the Study
For a complete listing of responses in 2012 vs. 2008, see Appendix, of the American
Figure 1C. Dream

10


The “ideal” American: The definition of the “ideal” American—the set of traits needed to achieve the American
Dream—has remained: motivated self-starters who are willing to work hard to achieve what they want.

Traits needed to achieve the Dream
Top five factors that respondents say contribute to someone’s ability Americans are so convinced
to achieve the American Dream that personal attributes are the biggest
influencers of their economic mobility:
whether they work hard, whether they
1 DETERMINATION are ambitious, whether they do the
things they need to do. They are
very confident that those efforts
2 HARD WORK will have their just rewards.” The American Dream,
when you get down to it, is really not
a search for a thing, it is an attitude.
3 DISCIPLINE ERIN CURRIER, It is a willingness to struggle, based
project manager, on the probability that you have a
Economic Mobility chance to achieve.”
Project, Pew
4 SELF-BELIEF Center on
the States
MICHAEL FORD,
5 INTELLIGENCE founding director,
of the American
Dream
For a complete listing of responses in 2012 vs. 2008, see Appendix,
Figure 1D.

11

2 IS THE DREAM STILL ALIVE?

The American Dream is under stress…: After four years of economic turmoil, the American Dream has undergone
severe challenge. Skepticism about the current and future viability of the idea is relatively high, and negative
sentiment has increased.

40%
Down on the Dream
“MORE AND MORE, THE
AMERICAN DREAM IS 2012
BECOMING UNATTAINABLE”
think the American Dream
61%
2008
“I DON’T THINK MY is alive and well,
56% GENERATION BELIEVES IN
THE AMERICAN DREAM” down from
42% 52% in 2008
“I THINK THE AMERICAN 38%
DREAM IS DEAD”
My wife and I were able to
31% “THE AMERICAN DREAM
achieve the American Dream, but
my kids and granddaughter will
23%
WILL BE HARDER TO
ACHIEVE IN THE FUTURE”* not be able to have what we have
had. The way things are, with
64% so many obstacles, the
dream is dead.”
—MALE, 70

Percentage who agree with the statement

*Not asked in 2008 12

2 IS THE DREAM STILL ALIVE? (cont’d.)

…but the Dream endures: Somewhat surprisingly, belief in the Dream has slipped only slightly since 2008. “It is a
mistake to conflate the state of the Dream with the state of the economy,” explains Michael Ford of the Center for the
Study of the American Dream. The Dream is an aspirational concept that’s not directly tied to day-to-day realities.

70%
personally believe in the
Americans are very forward-
thinking and very optimistic, both
about the health and status of
American Dream, the American Dream and their
ability to be a part of it.”
down only 4
points since 2008 ERIN CURRIER,
project manager,
Economic Mobility
[The American Dream] is very Project, Pew [The American Dream]
Center on
much alive. True, it’s taken some hits, the States is what keeps [the middle
but that’s the nature of this country. … class] alive. In a period like
We will have tough economic times, and this, it’s what motivates
those will be brought on by circumstance them to get up in the
and greedy people. But we are a strong, morning.”
diverse and generous people who
JOHN ZOGBY,
together weather the bad years
political
and revel in good times.” pollster
—FEMALE, 47

13


Biggest believers: The most enthusiastic American Dreamers remain Republicans and the wealthy. While belief in the
Dream declines as Americans move down the income scale, the dip isn’t dramatic, with almost two-thirds of lower-
income Americans believing in the Dream.

Republicans, the wealthy most enthusiastic

POLITICAL AFFILIATION

81% 72% 62%

INCOME LEVEL*

77% 69% 64%

Percentage who say they personally believe in the American Dream (2012 data)

*$$$ = $70,000+, $$ = $40,000-$69,999, $ = <$40,000 14


America remains the land of possibility…: A majority of Americans still believe the country is a place that enables
its citizens to reach for the stars, although fewer than in 2008.

52%
believe the U.S. is a place
I believe that America
61%
believe people around the
is the land of opportunity and world aspire to come
where anyone can achieve to America to achieve
that anything is possible here
fame and fortune, their dreams,
if you work hard and follow
down from your dreams.” down from
58% in 2008 —FEMALE, 47
75% in 2008

15


…and by far the biggest land of opportunity: Compared with other nations,
America is seen as the most prominent land of opportunity by a wide margin, even
if agreement has slipped since 2008. Notably, over the last four years, respondents
There is quite a bit of evidence,
perceived an increase in opportunities in Brazil. from policymaker speeches alone, that
we as Americans have this perception
that the United States has better mobility
USA still without rival than anyone else. And in reality we
have worse mobility than everyone
else, save for the U.K.”

ERIN CURRIER,
76
project manager,
65 Economic Mobility
Project, Pew
Center on
the States 2012
43
34 2008
30
21 20 23
19 19 17 17
13 13 12 15 7
10 6 6 5
8 9 9

U.S. CANADA CHINA U.K. JAPAN GERMANY BRAZIL INDIA FRANCE UNITED MEXICO RUSSIA
ARAB
EMIRATES

Percentage who believe each country is a “land of opportunity”

16

3 WHAT’S DIFFERENT ABOUT THE DREAM TODAY?

65%
Dialing down
FINDING HAPPINESS
2012
95%
of Americans believe
the Dream is different
87% 2008

from what it used to be,
PERSONAL INDEPENDENCE
up from 59% 95%
in 2008 87%
FULFILLING MY POTENTIAL

Declining enthusiasm: The most notable 95%
finding from our survey was the consistent 86%
decline in engagement with the American
HOME OWNERSHIP
Dream since 2008, with response to our
questions weaker across the board. For 93% 84%
instance, while the top five core components of
the Dream haven’t changed over the last four FREEDOM TO BE ABLE TO
years (see Section 1, slide 8), the percentage of GO ANYWHERE YOU WANT
respondents who selected each of those factors 92% 84%
dropped by 8 or 9 points—a pattern repeated
throughout the survey. Belief in the Dream
seems more tepid.
Percentage who say each of these factors is a big part of the American
Dream today

17

3 WHAT’S DIFFERENT ABOUT THE DREAM TODAY? (cont’d.)

Show me the (easy) money … and put me in the spotlight: More Americans see the ability to spend—whether by
accumulating wealth or accessing credit—as a component of the American Dream. Respondents were also more likely
to regard achieving fame, recognition and top-dog status as part of the Dream.

Only 3 of 14 potential factors defining what the Dream personally Likewise, only 2 of 14 potential factors defining what the Dream
means to respondents garnered higher responses this year: in general means today garnered higher responses in 2012:

BECOMING WEALTHY

58% 2012
MAKING IT TO THE TOP
2012

55% 2008
63% 2008

ACCESS TO EASY 61% SOCIAL RECOGNITION
CREDIT/LOANS
AND STATUS
54% BECOMING FAMOUS
54%
50% 25%
20% 49%

Percentage who say each of these factors is a big part of what the Percentage who say each of these factors is a big part of what the
American Dream means to them personally American Dream means today

18

3 WHAT’S DIFFERENT ABOUT THE DREAM TODAY? (cont’d.)

Moving from family and faith to fame and fortune: Americans sense that the country is moving away from traditional
notions of the ideal life: one centered around community and family, with religious faith and middle-class values as the
guiding ethos, and marriage and a mortgage as necessary milestones. Respondents perceive that today Americans are
more likely to dream about making money and spending it, continuing a theme spotlighted on the previous slide.

Past Present
For a complete listing of responses, see Appendix, Figure 2A.
ATTENDING
COMMUNITY
RELIGIOUS SERVICES
41% FAMILY
39%
CONSUMPTION

38%
FAME
40% MAKING A LOT
OF MONEY 35%
MIDDLE-CLASS
37%
VALUES

39% GETTING MARRIED PAYING OFF SUCCEEDING

38% A MORTGAGE EQUALITY PROFESSIONALLY

36% 29% 26%

Percentage who feel each factor better fits what the American Percentage who feel each factor better fits what the American
Dream meant in the past (2012 data) Dream means today (2012 data)

19

4 WHY HAS THE DREAM SHIFTED?

Fewer opportunities: When asked in open-ended Changing values: Another theme is changing
questions why the American Dream has changed, values—not only among the older generations—
many respondents cite the economy, not and the sense that Americans are becoming
surprisingly, or see a broader picture of decline. more self-centered and greedy and less
community-minded.

Ultimately, the
Dream is personal freedom, Too many selfish,
and that freedom exists only to greedy people out for
the extent that we have actual themselves and not the
opportunity. Opportunities today community as a whole.”
are few and far between.” Money is what everybody —FEMALE, 51

—FEMALE, 57 is after. Values and beliefs
are kind of left behind.”
Jobs are hard to find, health care costs —FEMALE, 33
HY HAS THE DREAM SHIFTED? too much if you can get it at all, banks are
robbing people of their homes, CEOs are People are less caring of the
getting outrageous paychecks for doing nothing, world around them. They are more
politicians make too much money and aren’t
self-focused than on the community
really representing the people, taxes are
in which they belong. Technology
always rising while services diminish, roads
are crumbling while the U.S. spends brings us close while also
all kinds of money to help pulling us apart…”
other countries.” —FEMALE, 26
—FEMALE, 53

20

4 WHY HAS THE DREAM SHIFTED? (cont’d.)

Partisan-driven perspectives: A clear split along political lines also emerges in the open-ended questions.

On the left, the perspective is that income inequality and the rising
power of the wealthiest tier are primarily to blame for the Dream’s
decline. People now are selfish, they want
things without earning it. The current
government is killing the American
Dream by trying to do away with
accountability, morals and a good work
ethic. It is interfering too much—once the
The 1% in America believe that government controls everything and
they do not need to pay taxes, people have no responsibility,
and at the same time they want The idea of the American Dream was they then have no freedom.”
to take from the middle perverted by those select few individuals
—FEMALE, 47
and lower classes.” who found a way to cheat the system …
to make more than a fair share of the People from other countries
—MALE, 70
American Dream (money, fame, whatever)
come over and we support them
with no intent to spread the wealth
to those who need it. Politicians have Liberals are determined and help them achieve the American
exacerbated this situation, with the to beat down everyone who works Dream, yet the people from the
not taxing of big corporations hard to create their own success
U.S. are struggling to have
making billions of dollars.” by taxing them to death to pay
Values based entirely on the American Dream.”
—FEMALE, 36 for entitlements for those
selfishness, condemnation that are lazy.” —FEMALE, 54
and disregard for the poor, —MALE, 36
materialism. Constantly
expanding gap in
On the right, respondents believe the Dream is threatened because too
distribution of income…” many Americans are lazy and entitled; because America is too open to
—MALE, 61 immigrants; and because the government has taken away some freedoms.

21

5 A LESS ACHIEVABLE DREAM

For most, the Dream slips out of reach: While
a wide majority of Americans still believe in
the American Dream as a concept, they feel
Our survey found a drastic rise in the percentage of respondents
it has become far more difficult to actually who believe it has become harder to reach the Dream, whether
achieve in the past 5 to 10 years—at least, for young or old:
most cohorts—and will only become harder
still. Almost 4 in 10 believe they missed out on
the best years of the American Dream.
Harder to achieve the Dream for…

2012
YOUNG PEOPLE

63%
2008

[I] no longer believe in OLDER PEOPLE

65%
the American Dream. Too hard
for the lower or middle class 37%
that was born in the USA to I think it has become
get ahead in life.” impossible to rise far above one’s
—MALE, 40 birth for many people. You have to be
very lucky, not just work hard or be 29%
smart … there are ‘castes’ developing
between rich and poor. There is no
such thing as ‘middle class’
anymore.” Percentage who believe it’s become harder for each group to achieve the
American Dream over the past 5-10 years
—FEMALE, 44

22

5 A LESS ACHIEVABLE DREAM (cont’d.)

Easier for the rich: Americans are coming Harder to achieve the Dream for…
to grips with the notion that a comfortable 2012 2008
middle-class life is getting harder to achieve or
maintain. Between 2001 and 2010, the median MIDDLE-CLASS PEOPLE

69%
wealth of America’s middle-income tier fell
28%, according to the Pew Research Center,
while that of the upper tier remained stable.
Americans have grown far more inclined to
believe it’s become harder for the middle class 42%
to achieve the Dream over the past 5 to 10
years, and easier for the top tier.
Easier to achieve the Dream for…

2012 2008
Democrats are more likely to believe it’s easier for the
wealthy to achieve the Dream (50%, vs. 43% of Republicans). WEALTHY PEOPLE

52%
Independents are most likely to say it’s easier for the
wealthy (53%).

32%

Percentage who believe it’s become harder/easier for each group to achieve
the American Dream over the past 5-10 years

23


Harder for white, native-born Americans: With the middle class feeling squeezed, there’s a growing sentiment that
white, native-born Americans have the cards stacked against them, even if statistics indicate otherwise (the Census
Bureau reports that white Americans weathered the Great Recession better than blacks, Hispanics and Asians).
Compared with four years ago, respondents are far more likely to believe that it’s now tougher for white Americans
to achieve the Dream—and easier for ethnic groups that may be regarded as immigrants. (A plurality of respondents
said it’s neither harder nor easier for African-Americans.)

Harder to achieve the Dream for… Easier to achieve the Dream for…

AMERICANS OF MIDDLE-EASTERN
EUROPEAN ANCESTRY HISPANIC-AMERICANS ASIAN-AMERICANS
AMERICANS

31% 35% 30% 24%
13% 13% 12% 18%

2012 2008 2012 2008

Percentage who believe it’s become harder for this group to Percentage who believe it’s become easier for each group to achieve the American Dream
achieve the American Dream over the past 5-10 years over the past 5-10 years

24


Harder for white, native-born Americans: Open-ended responses
reveal a streak of resentment toward America’s newcomers.

The misperception of things
available to immigrants is stunning. The
belief that the government gives them a
Our country does
house, guarantees them a job, guarantees them
not enforce the immigration laws
that we currently have. There are too a loan to start a business, all these mythological
many illegal immigrants in this country things are clearly woven into a fearful backdrop
now taking born citizens’ jobs and getting that we have. It is clear to Anglo-Americans
food stamps, etc., right off the bat
that they will soon be a minority, if they are
when they come here.”
not already. And there are some who
—FEMALE, 39
are afraid of that.”

MICHAEL FORD,
founding director,
of the American
Dream

Immigrants
are stealing the American
Dream from Americans.”
—FEMALE, 63

25

6 WHY IS THE DREAM LESS ACHIEVABLE?

Unemployment, expenses, government bedevil the American Dream: While Americans widely regard internal
factors such as laziness and lack of self-discipline as obstacles to achieving the Dream, they also blame a range of
external factors (see chart on following slide). A majority of respondents see a dearth of jobs (both unemployment
and America losing jobs to other markets), the cost of living (everyday goods, health care) and personal debt as
impediments to the Dream.

Unemployment: When we conducted our 2008 survey, headlines Government policies: The percentage of Americans who see federal
carried news of a five-year spike in the unemployment rate, to government policies as an obstacle is essentially unchanged, but
6.1%; today, it stands at 8.1%. So while Americans were most with the transition to a Democratic administration, the demographic
likely to see rising prices as an obstacle to the Dream four years has shifted. As answers to open-ended questions show, much of
ago, unemployment has shot to the top of the list, jumping 12 this sentiment stems from the belief that the government is overly
percentage points. involved in citizens’ lives.

Unemployment is high
and people are having a more difficult
time saving up for large purchases such
The government is
taking away our freedom, our
61%
of Republicans now blame
federal government policies,
as cars and houses when they have to
attend to basic necessities first. Even
rights, our way of living and
imposing their foolish nanny
up from
getting an education has
become prohibitively
state laws.” 42% in 2008
—FEMALE, 45
expensive for some.”
—FEMALE, 31

26

6 WHY IS THE DREAM LESS ACHIEVABLE? (cont’d.)

Obstacles to achieving the Dream
THE
UNEMPLOYMENT RISING PRICE
EDUCATION
2012 2008
SYSTEM
80% OF EVERYDAY
GOODS
70%
GOVERNMENT
ENTITLEMENT 60%
HEALTH CARE
PROGRAMS*
50% COSTS
40%
THE 30%
GLOBAL
20%
ECONOMIC PERSONAL DEBT
CLIMATE* 10%
0%

TAXES* RISING PRICE
OF ENERGY

HOUSING
FEDERAL
FORECLOSURE
GOVERNMENT
CRISIS*
POLICIES
INCOME
INEQUALITY AMONG FINANCIAL INSTITUTIONS’
AMERICANS* WALL STREET CREDIT AND LENDING
BANKS* PRACTICES*

Percentage who feel these factors most get in the way of people achieving the American Dream


6 WHY IS THE DREAM LESS ACHIEVABLE? (cont’d.)

Blaming the bankers: We conducted our first American Dream survey in mid-September 2008, just as Lehman Brothers
was collapsing and the biggest banking crisis since the Depression was unfolding. Among the repercussions: a wave
of foreclosures that saw about 4 million families lose their homes between 2007 and early 2012. Last year simmering
resentment of financial institutions boiled over briefly with the Occupy Wall Street movement. Around 4 in 10 Americans
now see banks and banking practices as impediments to the Dream (and almost as many blame income inequality, an issue
that OWS brought to the fore). These factors weren’t included in our 2008 survey.

Impediments to the Dream

HOUSING
FORECLOSURE CRISIS In better times, it was

46%
attainable. The banking system,
along with greed, have made
the American Dream a thing
FINANCIAL INSTITUTIONS’ CREDIT of the past.”
AND LENDING PRACTICES —MALE, 58

41%
WALL STREET BANKS The top earners,

39%
along with Wall Street, have
rigged the field.”
—MALE, 63

Percentage who feel these factors most get in the way of people achieving
the American Dream (2012 data)

28

7 THE DREAM BY GENERATION

A fading concept for younger Americans: While belief in the Dream has taken a tumble across the board, the
younger generations remain most apt to see the American Dream as a concept that’s lost relevance.

An (ir)relevant concept

Millennials (18-34) Gen Xers (35-47)

Boomers (48-67) Silents (68+) [The American Dream is]
a vague and fictional idea
of a perfect life
within the USA.”

“I DON’T THINK 49 —MALE, 21
Younger Americans
MY GENERATION 45 realize our place in the world is not what
BELIEVES IN THE
AMERICAN 40 it was for their grandparents. It is certainly not
DREAM” what it was for the World War II generation.…
24
Young Americans today are more aware of
a balance in the world, more aware that
whatever we achieve we have to earn—and
I’ve never that isn’t only for you and me, that
33 appreciated the phrase is for the country.”
“THE IDEA OF
THE AMERICAN 34 [‘the American Dream’]; it’s
DREAM IS always seemed mawkish to me,
26 MICHAEL FORD,
KIND OF OLD- and used more for rhetorical
founding director,
FASHIONED” 19 effect than for any real
meaning.” of the American
—MALE, 28 Dream

Percentage who agree with the statement
(2012 data)

29

7 THE DREAM BY GENERATION (cont’d.)

There’s a marked correlation between age and belief in the dynamism of the American Dream. For instance, a clear majority of older generations
believe the Dream is unique, compared with fewer than 4 in 10 Millennials.

A less dynamic Dream

Millennials (18-34) Gen Xers (35-47) Boomers (48-67) Silents (68+)

33 45
“I THINK THE “PEOPLE AROUND THE
AMERICAN 40 WORLD ASPIRE TO COME 56
DREAM IS ALIVE TO AMERICA TO ACHIEVE
42 70
AND WELL” THEIR DREAMS AS MUCH
53 AS THEY EVER DID” 89

37 “THE AMERICAN 51
“THERE’S
NOTHING LIKE THE 45 DREAM IS PART OF 63
AMERICAN DREAM WHAT MAKES
55 THIS COUNTRY 69
ANYWHERE ELSE
IN THE WORLD” 65 SO DYNAMIC” 83

Percentage who agree with the statement (2012 data)

30


Optimism/satisfaction don’t correlate with belief in the Dream: While younger Americans may place less stock
in the American Dream, they’re also less likely to see it as slipping out of reach. Characterized as an optimistic
generation, Millennials aren’t ready to feel resigned about their futures—though perhaps reality is yet to set in.
Whether it’s a matter of life stage or generational mindset, Millennials are notably more satisfied with both their
own lives and the state of the union (both up 5 percentage points since 2008) than older generations.

Optimism and satisfaction decline with age

“IN THE FUTURE, 52 “ARE YOU 68
ACHIEVING THE SATISFIED WITH I have faith that, even
61 THE WAY THINGS 56 though right now I am far from
AMERICAN DREAM
WILL BE HARDER 72 ARE GOING IN 51 achieving anything (thanks to this
THAN IT IS TODAY” YOUR PERSONAL lovely economic downturn), I will
72 LIFE TODAY?” 44
succeed and be happy. … I will find a
way to make the money I need in order
to better myself and be able to
help others the way they’ve
56 “ARE YOU 31
“MORE AND been trying to help me.”
SATISFIED WITH
MORE, THE 61 21 —FEMALE, 26
THE WAY THINGS
AMERICAN DREAM
65 ARE GOING IN 17
IS BECOMING
AMERICA TODAY?”
UNATTAINABLE” 60 20


31


Despite what older Americans think, marriage and family are still part of the Dream: At a time when “there are so
many different ways to live life,” as NBCU’s Melissa Lavigne-Delville says, older Americans see aspirations for marriage
and family as waning—but the fact is, younger generations are less likely to view these traditional milestones as
outdated elements of the American Dream.

Married with children?

Some of these iconic pieces
of the American Dream … the white picket
“HAVING A FAMILY 28
fence, the home, the 2.5 children—the
BETTER FITS WITH 28 traditional family setup—are coming very
WHAT THE AMERICAN
DREAM MEANT 42 much back in vogue with younger generations
IN THE PAST” because we’re at a time where it’s so
41
unconventional, everything’s got
mixed up, and there are so many
different ways to live life.”

“GETTING 31 MELISSA LAVIGNE-
MARRIED BETTER DELVILLE, VP
FITS WITH WHAT 32 of trends and
strategic insights,
THE AMERICAN 46 NBCUniversal
DREAM MEANT IN
THE PAST” 52


32

8 CORPORATIONS AND THE DREAM

Businesses have a role to play: The classic
notion of the American Dream is that it’s self-
determined, achieved largely through hard Who should help Americans achieve the Dream?*
work and determination. Still, close to half our
respondents believe that financial institutions FINANCIAL INSTITUTIONS
should help people achieve the Dream, and more
than a third feel that corporations should do so, 46% GOVERNMENT INSTITUTIONS
just 7 percentage points behind government
institutions.
42%
CORPORATIONS

35%
NONPROFIT ORGANIZATIONS NONE OF THESE

28% 34%


WHAT IT MEANS FOR BRANDS

Image credit: Thru Mikes Viewfinder

WHAT IT MEANS FOR BRANDS

Americans are still believers—give them reason to keep believing: Belief in and passion for the American Dream
may be slipping, but 7 in 10 Americans say they personally believe in it (down just 4 percentage points since 2008),
and almost two-thirds feel the U.S. is a land of opportunity. With the Dream still a potent notion, marketers can
inspire by credibly reinforcing Americans’ belief or showing how their brand helps people reap America’s benefits.

BANK OF THE WEST | “OPTIMISM”: In celebrating “the
spirit of the West,” this financial institution taps into the
can-do ethos of the American Dream. “Our customers are
individuals, dreamers and most of all, doers,” states the
website. A 2012 TV commercial, titled “Optimism,” tells
the building-something-from-nothing story of Norwegian
immigrant Kjell Qvale, 92, who arrived in Seattle in 1929
and now owns one of the West’s largest car dealerships,
among other things. “More important than the money
you make,” concludes Qvale, “you set up for your kids
to succeed. Bank of the West is good for me and for
my family.”

Image credit: Bank of the West 35

WHAT IT MEANS FOR BRANDS (cont’d.)

The core values of the Dream endure—tap into them to inspire: As we wrote in 2008, the American Dream
continues to “revolve around a gritty, keep-on-keeping-on spirit”; characteristics like determination, discipline
and self-belief are integral to the concept. With many Americans still enduring tough times, brands can motivate
consumers with language that speaks to these deep-seated beliefs.

CHRYSLER | “HALFTIME IN AMERICA”: The automaker
has been emphasizing themes of battling adversity, most
notably with its two-minute halftime commercial at
this year’s Super Bowl, narrated by Clint Eastwood. In
“Halftime in America,” Eastwood speaks about difficult,
even divisive times America has endured but says proudly,
“We find a way through tough times, and if we can’t find a
way, then we’ll make one.” The spot’s “simple message,”
Chrysler CMO Olivier Francois has said, is that “in the land
of opportunity, everyone has the right to dream and the
power to turn that dream into reality.”

Subsequent commercials continued the theme in more This country can’t be
knocked out with one punch.
personal ways. A spot for Chrysler’s Ram truck positions
We get right back up again and
the vehicle as an enabler of success. In a voiceover, when we do, the world’s going to
a wife leaves a message for her husband, praising his hear the roar of our engines.”
determination in the face of adversity: “I know it’s been —CLINT EASTWOOD,
hard, and you never once complained or stayed home “Halftime in America”

feeling sorry for yourself. You just said, ‘Where there’s a
truck, there’s a job.’”

Image credit: Chrysler 36


LEVI’S | “GO FORTH”: In mid-2009, the depths of the
recession, Levi’s launched an optimistically themed
campaign that sought to invoke America’s pioneering
spirit. One commercial used lines from Walt Whitman’s
poem “America.” Print ads proclaimed “Strike up for the
new world” and “Will work for better times.”

I am the new
American pioneer, looking forward,
never back. No longer content to
wait for better times ... I will
work for better times.”
—“Go Forth” print ad
excerpt

Image credit: Levi’s 37


Americans sense the Dream is changing—respond to the anxieties this creates: More than 6 in 10 Americans
feel the Dream is different from what it used to be, is becoming increasingly unattainable, and has grown harder
to achieve for young and old alike—and especially the middle class. Brands can empathize and connect with their
consumers by acknowledging this new reality, understanding that times are harder (e.g., Chrysler’s “Halftime in
America”) and circumstances are changing. Brands can also offer modern alternatives to the traditional Dream,
showing how they can help consumers navigate new realities.

RENT.COM | “TAKE BACK THE DREAM”: For Millennials,
home ownership by necessity has become a significantly
less important component of the Dream (the percentage
of Millennials who say home ownership is a big part of the
Dream fell 16 points between 2008 and 2012). Last year
Rent.com tapped into this shifting reality by seeking to
debunk the notion that the American Dream is about home
ownership. The ad, which mirrors Apple’s famous “1984,”
shows black-suited agents chasing a man as he runs past
nondescript mannequins and frumpy women outside
The time has come to stop
suburban homes. Approaching the end of the road, he lobs
accepting, without question, that
a brick at a large glass house, shattering it and prompting
home ownership should be everyone’s
the nagging agents to disappear. The tagline incites
dream. The fact of the matter is
viewers to “Take back the Dream.”
that it is not. … You don’t have
to own your home to own
your dreams.”
—Take Back the
Dream microsite

Image credit: Rent.com 38


Fewer Americans see the U.S. as a land of opportunity—show the opportunities you’re creating: While three-
quarters of Americans viewed the U.S. as a land of opportunity in 2008, fewer than two-thirds feel that way today—
still a wide majority but a clear area of concern among Americans. In response, some brands have been playing up
their “Made in the USA” credentials, showing that they’re enabling American workers to keep striving.

FLORIDA’S NATURAL | “MADE IN THE USA”: For the past
few years, this orange juice brand has been emphasizing
its domestic credentials. “All Florida. Never imported,”
says the website, which showcases the stories of the
growers that Florida’s Natural relies upon and promotes
an offer of a free American flag. A commercial opens at
daybreak with a rusty pickup truck driving along a dirt
road underneath a sunny Florida sky. With a Southern
drawl, the narrator explains the company’s ingredient-
sourcing policy as we see slow-motion footage of farmers
at work. “People tell us they really appreciate we’re an
American company,” he says. “It’s not easy work, but it’s
something we’re very proud of.”

Image credit: Florida’s Natural 39


AMERICAN BRAND PROJECT: This startup, launched on
July Fourth 2012, seeks to support domestic endeavors
by generating awareness of “great American brands.”
The website tells the stories behind various U.S. brands
and gives them “Buffalo ratings,” a score that reflects
“Americanness.” “Driving growth of great American Brands
is the only way to generate real job growth,” says the site,
“and that is our ultimate goal.”

Image credit: American Brand Project 40


Americans see many obstacles to the Dream—be part of the solution, not the problem: Americans fault a range
of external factors for intruding on the American Dream, from unemployment to government policies and financial
institutions. Many also blame a loss of community feeling, lamenting that people are less inclined to care about
one another. Brands, by contrast, can position themselves as part of the solution—whether that entails supporting
American jobs, boosting communities, assisting consumers with financial woes, etc. There is a role to play for brands
in helping to bring people together and also in saluting community-minded individuals who are working to do so.

LEVI’S | “READY TO WORK”: In 2010, Levi’s launched
a campaign to assist the struggling former steel town
of Braddock, Pa., pledging more than a million dollars
over two years to help renovate a community center and
develop an urban farming program. Levi’s also featured
Braddock residents in a campaign based around the town.
A TV spot pays tribute to “the new pioneers” of Braddock,
showing the sun rising on the town and images of denim-
sporting young people busy rebuilding (restoring stained
glass windows, etc.). The voiceover concludes, “People
think there aren’t frontiers anymore. They can’t see how
frontiers are all around us.”

Levi’s also sponsored an hour-long show about the effort
online and on the Sundance Channel/IFC. Promotional
copy noted, “The people of Braddock are unified by
hope for renewed prosperity as they work to become a
community again.”

Image credit: Levi’s 41


JPMORGAN CHASE | “CHANGE”: In the midst of the
housing foreclosure crisis in 2010, JPMorgan Chase sought
to show its commitment to helping Americans stay in their
homes. The bank claims it set up new offices to “work one-
on-one with homeowners” and helped more than 200,000
home owners to keep their homes. The bank also says it
upped its small-business lending commitment to
$10 billion. The final line: “This is the way forward.”

Image credit: JPMorgan Chase 42


Americans will appreciate a corporate assist: While our research found that about a third of Americans don’t think
major institutions need to help Americans achieve the Dream, roughly the same percentage believe corporations bear
some responsibility—and as the middle class gets further out of reach, more Americans are likely to believe corporations
have a part to play. Various marketers have launched initiatives that help small businesses, entrepreneurs and everyday
Americans get ahead, explicitly or implicitly referencing the promise of the American Dream.

STARBUCKS | CREATE JOBS FOR USA: In October 2011,
Starbucks kicked off this partnership with the community-
lending nonprofit Opportunity Finance Network to stimulate
small-business job creation. The Starbucks Foundation
donated $5 million to seed the effort, which now relies
on Starbucks patrons to contribute; a $5 or more donation
earns a red, white and blue wristband with a tag reading
“Indivisible.” Starbucks chips in donations whenever
Indivisible-branded products are purchased.

Leading up to July Fourth, Starbucks ran full-page
newspaper ads featuring a letter from CEO Howard Schultz,
who described himself as a “product of [the] American
Dream” who grew up in public housing. He called on
Americans to come together, putting “citizenship over
partisanship,” because “we have a shared responsibility
in solving our nation’s problems. We can’t wait for
Washington.”

Image credit: Create Jobs for USA 43


SAMUEL ADAMS | BREWING THE AMERICAN DREAM:
The Boston Beer Co. launched Brewing the American
Dream four years ago to help low- and moderate-income
entrepreneurs in the food and beverage industry. The
company describes founder Jim Koch as an “underdog” in
the industry when he started out, and says this initiative
“champions the great ideas and dreams of the ‘little
guys.’” Along with access to capital via partnerships with
two microlending organizations, the company offers
business education and finance seminars and “speed
coaching” events.

CHASE, LIVINGSOCIAL | MISSION: SMALL BUSINESS: This
2012 grant program, launched in May, invited small-business
owners to enter for a chance to win $250,000. Twelve
companies were selected, for a total of $3 million in grants.
In a statement, LivingSocial CEO Tim O’Shaughnessy said the
company was proud to “help small-business owners grow
and become the next great American success stories.”

Image credits: Samual Adams; Chase 44


The American Dream still resonates abroad: While America’s star has faded somewhat, the American Dream is still a
potent concept abroad. Brands can position the Dream as an important and attractive element of classic Americana.

BRAND USA | “LAND OF DREAMS”: To ignite enthusiasm
for American travel, earlier this year JWT created the
first marketing campaign for Brand USA, a new tourism
marketing entity responsible for promoting the U.S.
to world visitors. Along with a new website and other
materials, a commercial for the campaign titled “Land of
Dreams” invites viewers to “come and find your land of
dreams.” It features Rosanne Cash, daughter of legendary
Johnny Cash, and showcases America’s history, culture
and landscape.

Image credit: Brand USA 45

APPENDIX

Image credit: Marian Berelowitz

APPENDIX: MORE ABOUT OUR EXPERTS/INFLUENCERS

ERIN CURRIER, project manager, Economic Mobility Project, Pew Center on the States
Currier oversees Pew’s efforts to build broad and nonpartisan agreement on the facts and figures related to economic
mobility and to spark an active debate on how best to improve opportunity in America. As the lead on Pew’s ongoing research
into the status of the American Dream, Currier works with top experts in the field and oversees the project team on its
research agenda. She has testified before state legislatures, spoken about economic mobility at conferences and conducted
numerous press interviews.
Prior to her current position, Currier was acting CEO at Women Work! The National Network for Women’s Employment, overseeing the
organization’s efforts to promote women’s and families’ economic security.

MICHAEL FORD, founding director, Center for the Study of the American Dream
Ford leads Xavier University’s Center for the Study of the American Dream in its mission to study the history of the Dream,
examine and report on the state of the Dream, and identify trends and analyze shifts in the future evolution of the Dream.
The Center generates significant original research and survey data, and serves as an academic information clearinghouse
on the American Dream.
Prior to founding the center, Ford spent nearly 40 years in politics, government and corporate work, serving in nine presidential
campaigns and more than 100 gubernatorial, U.S. Senate and House, and mayoralty races across the country. He was executive assistant to the
governor of Ohio and chief of staff to the mayor of Cincinnati. He also served as senior adviser to the EVP for Internet operations at Citibank, has
worked with a number of Internet startups and is founder of GeniusRocket.com, a user-generated advertisement platform.

MELISSA LAVIGNE-DELVILLE, VP of trends and strategic insights, NBCUniversal
As an expert on consumer culture and trends, Lavigne-Delville guides NBCU’s marketing partners through today’s rapidly
changing technology, media and cultural landscape, ensuring they find the most resonant ways to communicate and the
most effective places to connect. Before joining NBCU, Lavigne-Delville was managing director of The Intelligence Group,
the youth trend and marketing division of Creative Artists Agency, working on research and consulting projects with clients
including Procter & Gamble, BBC Worldwide, Microsoft, HBO, Nike and Target. She also headed The Intelligence Group’s
monthly trend seminars. Prior to this, she was director of a New York fashion-forecasting firm, and a merchant and youth culture expert for
Urban Outfitters. She is currently pursuing a master’s in trend research at New York University.

47

APPENDIX: MORE ABOUT OUR EXPERTS/INFLUENCERS (cont’d.)

JOHN ZOGBY, founder, Zogby Poll
Founder of the Zogby Poll, Zogby is currently engaged in his fifth presidential election as a national pollster and analyst.
With 24 years of experience as a professor of American history and politics, Zogby has delivered more than 100 speeches,
public lectures and salon sessions each year since 1999. He writes a weekly column for Forbes.com, a weekly report card
on President Obama’s performance for The Washington Times and a monthly column for Politics magazine. His work has
also been featured in op-ed pages worldwide. Zogby’s book The Way We’ll Be: The Zogby Report on the Transformation of
the American Dream was published in 2008.

48

APPENDIX:
ADDITIONAL CHARTS

Image credit: Marian Berelowitz

APPENDIX: ADDITIONAL CHARTS
FIGURE 1A:
What the American Dream means generally
Percentage who say each of these factors is a big part of what the
American Dream is today
2012 2008

87 82
Freedom
Finding happiness
of speech
95 92

87 Freedom 77
Personal
independence from fear of
95 oppression 91

86 65
Fulfilling my Finding
potential spiritual
95 fulfillment 80

84 63
Home Having enough
ownership to give to
93 charity 75

Freedom 84 63
to be able to Making it
go anywhere to the top
92 61
you want

84 Social 54
Success on
my own terms recognition
90 and status 49

50

APPENDIX: ADDITIONAL CHARTS (cont’d.)

FIGURE 1B:
The Dream’s key traits (2008)
This word cloud is based on open-ended responses to the question “What does the phrase ‘the American Dream’ mean to you?” The relative size of each
word is based on the frequency with which it was cited; we stripped out the words “American” and “Dream.”

51


FIGURE 1C:
What the American Dream means personally
Percentage who say each of these factors is a big part of what the
American Dream means to them personally
2012 2008

90 73
Financial security A second chance
96 84

88 71
Being able to Being able to
save money invest money
93 74

87 63
A comfortable Being my
lifestyle own boss
94 67

83 58
A better life Becoming
for my children wealthy
91 55

82 Being able to 57
Equal
afford/acquire
opportunity
90 luxury goods 59

79 54
A college Access to
education easy credit
85 50

Being able 79 25
to get ahead Becoming
based on famous
82 20
merit alone

52


FIGURE 1D:
Traits needed to achieve the Dream
Percentage who say each factor contributes to achieving the American Dream

2012 2008

91 84
Sticking to
Determination
principles
98 89

90 84
Hard work Honesty
97 88

90 81
Discipline Risk-taking
96 89

89 81
Entrepreneurial
Self-belief
spirit
95 89

89 77
Intelligence Relentlessness
94 85

87 75
Hope/optimism Aggressiveness
93 87

86 50
Imagination Religious faith
91 61

53


FIGURE 2A:
Defining the American Dream: today vs. yesterday (2012)
Percentage who say each factor better fits with what the American Dream means
today or meant in the past
Past Present Fits both Doesn’t fit either

14 34 33 38

39 17 16 15
Entitlement Freedom* Hope Perseverance
18 42 41 37

29 8 9 10

12 33 40 37

38 17 16 15
Consumption Determination Family* Optimism
24 42 37 36

26 8 8 12

11 39 36 43

35 Middle-
17 16 With hard 13
Fame Pride work, anyone
class values
22 30 37 can succeed 37

32 14 11 7

22 41 41 34

29 Success based
17 16 10
Equality Community Bravery
on merit
32 29 30 32

17 13 13 23



FIGURE 2B:
Defining the American Dream: today vs. yesterday (2008)
today or meant in the past

17 35 39 43

35 12 13 With hard 10
Entitlement Determination Pride work, anyone
16 48 39 can succeed 42

32 5 9 5

10 44 43 37

41 16 13 11
Middle- Bravery
Consumption Community
class values
22 28 30 31

27 12 13 20

11 44 36

39 16 14
Success based
Fame Perseverance
on merit
19 30 45
31 10 6

21 35 36
36 13 14
Equality Hope Optimism
29 47 44
14 6 5

55


FIGURE 2C:
Markers of the American Dream: today vs. yesterday
today or meant in the past*

17 28 32 39

Making a lot
37 Running your
23 Owning your
16 Attending 12
religious
of money own business own home
33 37 45 services 28

14 12 7 21

19 18 31 34
Securing a
Succeeding
26 23 good future
15 Having a
12
Owning a car
professionally for your family
46 47 children 47 44

8 12 7 10

24 28 48 38

Being able to 25 Helping the
19 Maintaining 14 11
Getting
exercise your traditional
less fortunate married
civil liberties 38 32 gender roles 20 33

13 21 19 17

25 36 29

Getting a good
24 Paying off a
17 Serving in
14
education mortgage the military
43 32 30

8 15 27



FIGURE 4A:
Dead or alive?
Percentage who agree that the American Dream is dead

2012 2008

GENERATION POLITICAL AFFILIATION INCOME LEVEL

32 23 33
Millennials
Republican <$40,000
(18-34)
23 13 29

34 33 32
Gen Xers $40,000–
Democratic
(35-47) 27 $69,999 24
24

34 35 28
Boomers
Other $70,000+
(48-67)
25 28 15

19
Silents
(68+)
12

57

APPENDIX: TOPLINE FINDINGS FROM 2008

As Barack Obama and John McCain vied for the presidential The American Dream is different than what it used to be.
election in 2008, with evidence of a global recession When asked which elements of the American Dream belong
appearing, we sought to better understand the state of the more to the past or to the present, Boomers and Gen Xers
American Dream: to explore its components, how its definition tend to see two primary elements as fitting more with the
had changed and how it had remained constant, and the ways past: success based on merit and middle-class values. For
in which different cohorts understood and lived it. all but the oldest generation, community is also more of the
past. The emphasis of the American Dream has shifted to
The following are the topline conclusions from our 2008 study.
consumption and recognition.
The American Dream may be alive, but it’s not so well—
Determination, perseverance, hope and optimism remain
especially for women. Only a slim majority of Americans
intrinsic to the American Dream. The most enduring
agree that the American Dream is alive and well, while a
elements of the American Dream both past and present
little over a quarter disagree. Women are significantly less
revolve around a gritty, keep-on-keeping-on spirit and
likely than men to say it’s alive and well.
an outlook that expects the best. However, substantial
Money may not buy happiness, but these two elements minorities of Americans see these elements as being more of
are core to Americans’ definition of the American Dream. the past than the present.
This is especially true for the younger generations, who
What Americans see as obstacles to the Dream helps
learned about struggles for freedom of speech and freedom
shape their political views. It’s widely agreed that it takes
from oppression in history books. This is less the case with
individual effort and responsibility to achieve the American
the oldest generation surveyed, who equate the Dream
Dream, but this attitude is much more prevalent among
more with basic freedoms. Boomers act as a bridge between
Republicans. Democrats are most likely to see outside
the past and the future.
factors like rising costs as obstacles.

58

APPENDIX: TOPLINE FINDINGS FROM 2008 (cont’d.)

The American Dream is seen as harder to achieve The new president must reinvigorate the Dream. Very few
today than in past decades. Americans see the ’50s and Americans believe the federal government is doing all it can
’60s as the American Dream’s halcyon days, although to help them achieve the American Dream, and almost half
not surprisingly, black Americans—who lived in a largely believe government policies are getting in the way. They feel
segregated, discriminatory society at the time—diverge the Bush administration has made it harder for most people
from this view. to achieve the Dream, aside from the wealthy.

Reverence for the American Dream rises with age. An
average of nearly 20 percentage points separates the
oldest generation surveyed from the Millennials on positive
statements about the American Dream.

The U.S. is still the land of opportunity. Every age cohort
rates the U.S. as a land of opportunity—by a large margin
relative to other countries—with only developed nations
coming remotely close and developing ones well behind.

Americans believe their country is more concerned with
helping immigrants and other countries achieve their
version of the American Dream than with helping its own
citizens. There is a feeling that immigrants—especially
illegal immigrants—are making it difficult for long-
established citizens to achieve the Dream. Yet Americans
still understand the lure of the U.S. for immigrants,
although that understanding declines with age.

59

THANK YOU

American Dream in the Balance Contact
466 Lexington Avenue
New York, NY 10017 Written by Will Palley Ann M. Mack
Marian Berelowitz 212-210-7378
www.jwt.com | @JWT_Worldwide ann.mack@jwt.com
Edited by Marian Berelowitz @annmmack
www.jwtintelligence.com | @JWTIntelligence
www.anxietyindex.com | @AnxietyIndex Director of trendspotting Ann M. Mack Will Palley
212-210-7225
Proofreader Nicholas Ayala
william.palley@jwt.com
Contributors Sarah Siegel @wpalley
Alexandra Stieber

SONAR™ Mark Truss
Karen Montecuollo

Design Peter Mullaney © 2012 J. Walter Thompson Company.
All Rights Reserved.

JWT: JWT is the world’s best-known marketing communications brand. Headquartered in New York, JWT is a true global network with more than 200 offices
in over 90 countries employing nearly 10,000 marketing professionals.

JWT consistently ranks among the top agency networks in the world and continues a dominant presence in the industry by staying on the leading edge—
from producing the first-ever TV commercial in 1939 to today, developing award-winning branded content for brands such as Johnson & Johnson, Diageo’s
Smirnoff, Macy’s, Ford and HSBC.

JWT embraces a “worldmade” philosophy, making things inspired by the world through blending technological innovation with international imagination.

JWT has forged deep relationships with clients including Bayer, Bloomberg, Brand USA, Cadbury, Diageo, DTC, Ford, HSBC, Johnson & Johnson, Kellogg’s, Kimberly-
Clark, Kraft, Nestlé, Nokia, Rolex, Royal Caribbean, Schick, Shell, Unilever, Vodafone and many others. JWT’s parent company is WPP (NASDAQ: WPPGY).

JWTIntelligence: JWTIntelligence is a center for provocative thinking that is a part of JWT. We make sense of the chaos in a world of hyper-abundant
information and constant innovation—finding quality amid the quantity.

We focus on identifying changes in the global zeitgeist so as to convert shifts into compelling opportunities for brands. We have done this on behalf of
multinational clients across several categories including pharmaceuticals, cosmetics, food, and home and personal care.

60

JWT: American dream in the balance Sept 2012

More Related Content

Similar to JWT: American dream in the balance Sept 2012

More from Brian Crotty

Recently uploaded

JWT: American dream in the balance Sept 2012