The American Dream in Transition: What Americans Really Think

In his insightful book, The Way We'll Be , veteran pollster John Zogsby draws on thousands of surveys to reveal four mega trends that are shaping how Americans view the world:

  • Living with limits as consumers and citizens
  • Embracing diversity of views and ways of life
  • Looking inward to find spiritual comfort
  • Demanding authenticity from the media, our leaders and institutions

Led by today's 18-29-year-olds, America's first "global" generation, Americans are becoming more internationalist, consensus-oriented and environmentally conscious—and less willing to identify themselves by what they do or how they spend their money.

Leaders and marketers who want to better understand how Americans think and what they believe will find this a valuable read.