The American Dream is changing as people redefine it in a way that prioritizes personal happiness and freedom. As society becomes increasingly polarized and at the whim of challenging economic conditions, people redefine success in a way that prioritizes comfort and contentedness.

The number of Latinx-owned businesses in the US surged in the 2010s, with Gen Yers leading the charge to establish their version of the American Dream. Yet these entrepreneurs often face challenges that White-owned businesses do not. So, how can brands help make their aspirations a reality?

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?