A poll of over 1,000 US adults found that: - Most Americans say the recent recession significantly changed their outlook and how they live their lives, with 38% saying the changes were major. - While 18% say they have completely recovered, 41% still have a ways to go to recover from the recession's effects. - Americans feel more thrifty, determined, and worried as a result of the recession, though optimism and charitable feelings are down. - Most value honesty, work ethic, and good health as the most important traits for today's world. - 71% think a college education is a better start than $250,000 in cash. - Nearly three-fourths

1. The New Normal Poll
May 2012

2. About the Survey
Data Collection: April 28 - May 1, 2012
Sample: 1,009 national adults 18+
Methodology: Random Digit Dial live telephone interviews
(802 landlines, 207cell phones)
Statistical
reliability: +/- 3% at a 95% confidence interval
2

3. Most Americans Say The Economic Recession
Significantly Changed Their Outlook On Life
Q1:Thinking about the recent economic recession in the United States, how much, if at all, has it changed
your outlook and how you live your life? Have the changes been:
%
Saying
Major
Or do you not 18-34: 26%
feel any real
35-54: 38
changes? 1%
Major 55+: 28
18%
31%
<$40k: 38
Minor $40k - $100k: 33
$100k+: 17
22%
H.S. or less: 38
27% College grads: 33
Significant, Post grads: 19
but not major
Children in H.H.: 38
No children: 28

4. Most Households Still Have a
Lot of Recovering to Do
Q2:Thinking specifically about your household, have you:
Ways to
go/might
Completely not recover
Might not recovered from the
ever fully recession/ Never 18-34: 45%
3% really felt it
recover 35-54: 64
18% 55+: 55
14%
<$40k: 62
$40k - $100k: 56
Still have a
Mostly recovered $100k+: 42
ways to go
24%
41% H.S. or less: 63
College grads: 53
Post grads: 36
Children in H.H.: 67
No children: 49

5. Americans Are Feeling More Thrifty, Determined, and Worried
Q3-10: I am going to mention some different attributes and emotions and I’d like you to tell me if you feel
more or less of each as a result of the recent economic recession.
More
Less
-15% Thrifty 66% Thrifty
-13% Determined 65% Determined
-19% Worried 61% Worried
-31% Informed 51%
-25% Scared 47%
-40% Hopeful 42%
-42% Charitable 34%
-41% Lucky 31%
5

6. Shared Sense of Determination, but Those Hit Hardest Are Also
More Worried and Scared
Q3-10: I am going to mention some different attributes and emotions and I’d like you to tell me if you feel
more or less of each as a result of the recent economic recession.
% Saying MORE
Completely
Might not ever
recovered/Never Mostly Recovered Have a ways to go
recover
felt it
Determined 59% Determined 66% Thrifty 73% Worried 82%
Informed 54 Thrifty 63 Determined 73 Thrifty 66
Thrifty 52 Informed 56 Worried 69 Scared 59
Lucky 43 Worried 55 Scared 62 Determined 54
Hopeful 41 Hopeful 51 Informed 49 Informed 42
Worried 39 Charitable 42 Hopeful 41 Charitable 28
Charitable 39 Lucky 40 Charitable 29 Hopeful 26
Scared 25 Scared 32 Lucky 25 Lucky 15
6

7. Americans Split on Whether the Recession Will Ultimately
Strengthen or Weaken the Character of the Country
Q11: In the long run, do you think the recent economic recession will have the effect of strengthening or
weakening the character of America as a whole?
Strengthen Weaken
Completely
Weaken Strengthen recovered/ 56% 23
never felt
43% 43% May never
28 60
recover
18-34: 47 38
14% 35-54: 47 40
55+: 34 50
Not sure/neither
7

8. A Divided America
Q12,13: I am going to mention some tradeoffs that confront many people in America today. Please tell me
which side of each trade off you would generally favor in making decisions in your life.
Money Time Activity
51% 45% and Sleep and
excitement relaxation
55+: 55% 18 – 34: 53%
May not recover: 60% Recovered/Mostly: 54%
50%
45%
18-34: 66% 55+: 53%
4% 5%
8

9. Most Valued Traits: Honesty, Work Ethic, and Good Health
Q14: Which TWO of the following traits do you think are most valuable in today’s world?
Honesty 44% Northeast: 36%
Valued Most Work ethic 37%
Good health 35% Northeast: 44%
Determination 25%
Intelligence 21%
A good sense of humor 17% Mid-West: 26%
Might not recover: 24%
Curiosity 7%
Good looks 4%

10. 7-in-10 Americans See More Value in a College Education
Than a Quarter Million Dollars Cash
Q15: What do you think would be a better start in life for most young people today?
Might not fully recover: 36%
$250,000
cash
A high
25%
quality
college 4%
Not sure/refused
education
71%

11. Nearly 3/4ths of Americans Feel They Have Achieved the
American Dream or Are On Their Way
Q16: On another topic, the term American Dream means different things to different people. Based on how
you view the American Dream, do you think you personally have:
Don’t know
4%
Or do you feel the Achieved the
American Dream American Dream
is not something
you will achieve? 27%
22%
“Achieved” or
“On their way”
Are you on your way to to the American
achieving the American Dream Dream
47%

12. Even Among Those Hit Hardest by the Recession, A Majority Feel
They Have or Will Achieve The American Dream
Q16: On another topic, the term American Dream means different things to different people. Based on how
you view the American Dream, do you think you personally have:
Achieved dream On my way Won't get there
27%
All Americans 47%
22%
Completely recovered from 41%
recession/Never felt 38%
15%
33%
Mostly recovered 55%
11%
17%
Have a ways to go 54%
24%
29%
Might not recover 27%
43%
12

13. Married Americans With No Children At Home Are the Most Likely
to Feel They Have Achieved THE Dream
Q16: On another topic, the term American Dream means different things to different people. Based on how
you view the American Dream, do you think you personally have:
Achieved On my way Won’t get there
All Americans 27% 47% 22%
18-34 10 68 18
35-54 23 52 22
55+ 50 21 26
<$40k 17 44 32
$40k-$100k 31 51 17
$100k+ 43 47 9
H.S. or less 23 46 30
College grads 30 50 14
Post grads 43 47 7
Married/no kids at home 47 31 20
Married/with kids at home 26 51 20
Single/no kids at home 16 57 22
Single/with kids at home 6 71 21
13

14. 6-in-10 Think The Next Generation Will Have Fewer Opportunities
for Achieving the American Dream
Q17: And do you think the next generation of Americans will have more or less opportunities for achieving the
American Dream than Americans today?
More
opportunities
Less 30%
opportunities
59%
Same
11%

15. Happy Marriage, Healthy Retirement and Living Sustainably
Viewed As Very Important to the American Dream
Q18-25 : I am going to mention some different things people might think are important to achieving the
American Dream. Please tell me how important each one I mention is to your idea of the American Dream—
extremely important, very important, only somewhat important, not important at all.
Extremely Important Very Important
Having a happy marriage 38% 45% 83%
Having a long and healthy 32% 45% 77%
retirement
Living in an environmentally 25% 47% 72%
responsible and sustainable way
Owning a home 22% 45% 67%
Helping others through volunteer
24% 43% 67%
work or charitable giving
Having the time and resources to
pursue your personal interests 21% 41% 62%
Having children 18% 36% 54%
Being successful in a high paying
career 15% 31% 46%