Our ongoing New Normal explorations were originally based on the increasing number of college students and recent grads who said they were re-thinking their career and life plans. Make no mistake about it; the impact of the recession has had a strong psychological effect on many young people above and beyond the tangibles like less money in their pockets for snacks and beer. The latest exploration looks at perspectives of the definition of the American Dream and what it means.
The New Normal itself can be equated to a sobering self worth check where the concept of a simpler, perhaps even less complicated life gains favor, whereas materialistic possessions become more of an afterthought. No doubt these mindset shifts can have significant tangential effects on media and retail preferences and behaviors--pretty interesting findings:
Redefining The American Dream:
"Having a satisfying career that contributes to society in some way is more important than just making a lot of money"
Agree completely: 26%
Agree somewhat: 37%
Not sure: 11%
Disagree somewhat: 17%
Disagree completely: 9%
"I would rather have a happy marriage and children with an average paying job at age 35 instead of making a lot money without a spouse and children at age 35."
Agree completely: 28%
Agree somewhat: 34%
Not sure: 7%
Disagree somewhat: 14%
Disagree completely: 17%
"To be truly happy in life, I need to be making a lot of money"
Agree completely: 15%
Agree somewhat: 13%
Not sure: 10%
Disagree somewhat: 38%
Disagree completely: 24%
"I believe it's an obligation as a person to help others who are less fortunate."
Agree completely: 18%
Agree somewhat: 22%
Not sure: 6%
Disagree somewhat: 27%
Disagree completely: 27%
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