Library Journal

The Way We'll Be: The Zogby Report on the Transformation of the American Dream - by John Zogby

By Elizabeth L. Winter, Georgia Inst. of Technology, Atlanta

Pollster Zogby (CEO, Zogby Int'l.) synthesizes several years' worth of polling data across a wide variety of topics to paint a picture of today's American culture. In other words, he's not just discussing political polling here. After explaining the art and science behind polling, he goes on to argue for a new American consensus, one that he believes is emerging. He identifies and discusses four "meta-movements" that he thinks represent new definitions of the American dream, much different from the material prosperity that defined the good life for previous generations. He then details these meta-movements—living with limits, embracing diversity, looking inward, and demanding authenticity, discussing poll results on everything from how long Americans expect to live to whether or not scientists should bring back extinct dinosaurs. While Zogby's conclusions seem neither unfounded nor unreasonable, it is difficult to see how he can legitimately tease so much why out of polling numbers that simply demonstrate what. The poll data in the book will likely be of general interest, and his text boxes of summarized marketing tips following each chapter will be useful for those seeking to find new ways of reaching the kinds of American consumers Zogby has described. Recommended for business collections and corporate libraries.