October 5, 2012
Data point: Americans dreaming of fame and fortune
Americans sense that the American Dream is moving away from faith and family and becoming more about fame and fortune, according to research we conducted for our September trend report. Many feel the country is moving away from traditional values and adopting a more materialistic focus, with around 4 in 10 respondents saying factors like family and community better fit what the American Dream meant in the past. The American Dream of the present is associated strongly with consumption, fame and making a lot of money. “Money is what everybody is after,” wrote a 33-year-old female respondent. “Values and beliefs are kind of left behind.”
“American Dream in the Balance” outlines perceptions of the Dream and looks at how they’ve shifted, comparing a recent survey of 503 Americans conducted using SONAR™, JWT’s proprietary online tool, with results of a study we conducted in the run-up to the 2008 presidential campaign.