American Dream in the Balance (September 2012)
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This is a complex time for the American Dream, and the run-up to the presidential election makes for an ideal moment to take stock of how this enduring concept is being both affirmed and challenged. ...
This is a complex time for the American Dream, and the run-up to the presidential election makes for an ideal moment to take stock of how this enduring concept is being both affirmed and challenged.
This report spotlights findings from a recent JWTIntelligence survey that tracked how perceptions have shifted in the four years since we conducted a similar study, during the last presidential campaign. It details how Americans define the Dream, the extent to which they believe in it, how and why attitudes toward the Dream are changing, and how these differ by generation. It concludes with takeaways for brands, along with examples of how marketers have tapped into the American Dream in the recent past.
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