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  • What are Americans aspiring toward in 2020?
  • What are Americans aspiring toward in 2020?
    Maria Oswalt (2019) ©
Snapshot

Deep Dive: The New American Dream

In the New American Dream Deep Dive, we explore how aspirations in the US are evolving and how citizens are redefining success as the country’s place on the world stage is challenged. How can brands strike the right tone when looking to reach the modern American consumer?

Location United States

Scope
In his 1931 book, The Epic America, writer and historian James Truslow Adams popularized the term ‘the American Dream’, describing it as “that dream of a land in which life should be better and richer and fuller for everyone, with opportunity for each according to ability or achievement.” A clear picture of the Dream subsequently took shape – one of a white picket fence and a middle-class family with 2.4 kids – which seemed to be frozen in time and went unchanged for decades.

Today, the vision of America as a land of freedom, equality, and opportunity ...

Canvas8

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