March 17, 2010
The conventional wisdom about the United States–that we’re isolated from the world, politically fragmented, and inclined toward material pleasure–isn’t just flawed; it may be 180 degrees from the truth. In this far-reaching and illuminating look at contemporary American life, I reveal nothing less than The Way We’ll Be. Drawing on thousands of in-depth surveys conducted especially for the book, you will discover where we’re headed–politically, culturally, and spiritually.
with James Zogby
John Zogby Interview on his new Book
"The Way We'll Be"
The American dream is in transition; it is rapidly being redefined by four meta-movements: living with limits as consumers and citizens; embracing diversity of views and ways of life; looking inward to find spiritual comfort; and demanding authenticity from the media, our leaders, and leading institutions. Spearheaded by today’s eighteen-to-twenty-nine-year-olds–the “First Global” generation–Americans are becoming more internationalist, consensus-oriented, and environmentally conscious and less willing to identify themselves by the things they do to earn or spend their money. But this is more than a youth tide. Americans of all ages are moving beyond old divides–red state/blue state, pro-life/pro-choice, beer drinker/wine connoisseur–to form a new national consensus that will shape the nation for decades to come.
My analysis of the data yields an astonishing perspective on Americans’ thoughts, feelings, and beliefs, now and in coming years. Understanding this emerging reality will be key for:
- Leaders in all fields who want to reach audiences that are more media-savvy, better informed, and more technologically enabled than ever before
- Individuals in search of rewarding and fulfilling careers in tomorrow’s growth fields
- Politicians and CEOs looking to marry policies and practices to the rising demand for social responsibility
- Anyone who wants to market to the emerging new American consensus
Beyond telling a fascinating story, the conclusions in this book are a must-read for everyone from Main Street to Madison Avenue to Capitol Hill. The Way We’ll Be will redefine how we view America’s future.
The Jim Bohannon Show
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Early praise for The Way We’ll Be
“John Zogby always knows the pulse of America - and in this book he shares his many insights into who we are and what we think. I will return to his findings again and again.”
—Tom Brokaw, author of Boom! and The Greatest Generation
“Wonder where America is heading? John Zogby's The Way We'll Be offers a fascinating, fact-filled, and ultimately optimistic sneak peek. Zogby shows how and why the American Dream is changing – for the better. He's taken the pulse of the public and likes what he sees: it turns out we are less materialistic, less politically divided, and expect more of our leaders than ever before. Politicians, take note.”
—Arianna Huffington, editor-in-chief, The Huffington Post and author of Right Is Wrong
“No one can predict the future, but if anyone can come close it is John Zogby, whose attention to the details of public sentiment have long made him a leader in the field of understanding America, and the world, from the ground up. The politicos know his work; now the rest of the country can, too.”
—Howard Fineman, Newsweek columnist and author of The Thirteen American Arguments
“The Way We’ll Be is a must read for getting inside the heads of the Creative Class who are reshaping our politics, culture, and consumption, but it’s so much more than that; it offers nothing less than a fascinating portrait of the seismic shifts that will drive American society in the decade ahead.”
—Richard Florida, author of Who’s Your City? and Director, Martin Prosperity Institute, University of Toronto
“The Way We’ll Be is an engrossing book about America by America's leading pollster written not for other pollsters, but as a must read for leaders in both the private and public sector. In the tradition of Toffler and Naisbitt, Zogby gets to the heart of a massive paradigm shift among Americans that provides a clear road map for the future. This amazing data-rich book is clearly in the spirit of hockey great Wayne Gretzky who said, ‘I skate to where the puck is going rather than where it has been.’”
— Dr. Joseph Plummer, former Chief Knowledge Office, McCann Erickson Worldwide and Adjunct Professor, Columbia Business School
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