Booklist

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

By Mary Whaley

Prominent pollster Zogby paints a current picture of the American dream that is based on thousands of polls and surveys and reflects an overall collapse of trust in our leaders and leading institutions. He concludes that Americans are increasingly learning to live with limits on everything, from resources to global power; younger adults are comfortable with diversity and participating in a global world; materialism is becoming less important to more people; and Americans are demanding authenticity in politics and commerce. Zogby considers his polling results a glimpse of the future, especially generational shifts in attitudes, preferences, and beliefs. Interesting trends within the various age groups polled indicate Americans are now defining themselves less by their paid work and more by who they are, and the church of the future will not be the megachurch but a smaller, more intimate experience of religion. This is an excellent book with a valuable perspective on current American thought and important information for marketers as they seek to understand consumers’ buying behavior.