The pursuit of happiness has changed. Hell, the whole world seems to have changed. Our current president ran a campaign on the notion of change. We asked ourselves: What are Americans still striving for today?

Here is what we found: The social ideal that, with hard work and perseverance, every American can be rich, happy, secure, and better off than their parents is no longer a certainty. While Americans still strive for these goals, they are much more cynical about their ability to actually achieve them. With material wealth and upward mobility being uncertain goals, people have expanded their aspirations to intangibles. Family, health, safety as a country, and a humble and appreciative attitude toward life are goals for today and the near future.

 ‘Eyes Wide Open, Wallet Half Shut - The Emerging Post-Recession Consumer Consciousness’, a must-read report from Ogilvy
Tags: culture 25 notes | | Apr 11, 2010
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