Americans transition from the ‘white picket fence’ and say the new American Dream is “having the freedom to live life on your own terms”
21.09.2016

Americans transition from the ‘white picket fence’ and say the new American Dream is “having the freedom to live life on your own terms”

An Economist Intelligence Unit (EIU) report sponsored by IKEA US shows that the American Dream, which was once outlined by owning a home with a ‘white picket fence,’ having a comfortable amount of money, and ‘keeping up with the Joneses,’ is now transitioning into ‘living life on one’s own terms*.’ The new dream is defined by quality of life experiences; 57% of Americans say the dream is more about quality of life, as opposed to 20% citing material possessions. More than half (57%) cited spending time with family and friends as the way they are currently living the American Dream. 

The EIU report also shows that Americans continue to believe in the value of hard work to achieve success, but the measurement of this success is now based on one’s personal goals, not necessarily those set by society.

  • 65% believe ‘the American Dream’ is more personal today, less about society’s goals
  • 76% believe the expression of the American Dream is as diverse as the people in America
  • 72% of Americans believe they are in some way living the American dream today, while 76% think the dream is a journey and not an end goal

 

More information on the study can be found here.

 

For more information, please contact:

bianca.sutton@tvcgroup.com