As Gen Zers enter the workforce and burnt-out Gen Yers recalibrate their priorities, a new culture is emerging around work – one that values rest, appreciates idleness, and would rather be happy than industrious. Could this shift in approach mark a new era of anti-ambition?

A study has found that despite fears around the cost of living, Americans are determined to travel over the summer of 2022 and are willing to adapt their plans to changing circumstances. With people looking to cut costs, there are opportunities for brands to help them escape on a budget.

The pandemic has reshaped the way people think about work. They’re moving away from jobs that don’t allow them time for themselves, their family, and hobbies, and instead to ones they’re passionate about. Canvas8 spoke to eight Americans about how the pandemic has changed their career values.

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?