"Major tectonic changes are taking place and people are handling them," Zogby continued. "Over the last 30 years there's been a fundamental change in our economic nature. However, people are handling these changes and adjusting to them, both in attitudes and behavior. In reality, it's the institutions and leaders that are lagging behind the public. ... People are willing to make sacrifices and willing to redefine the meaning of their life in a different way from an American dream that's some form of material success"

Zogby's book uses reams of polling data — what else? — to argue that Americans are learning to live within their means, losing interest in extravagance and signifiers of status and searching for value and authenticity.

"People are turning away from fantasy and luxury living," said Zogby. "Companies need to sell reality, the product itself. Don't sell me a patriotic truck. Sell me a good truck."

But every day we're confronted with stories — and billing statements from Wachovia — about our oppressive mountain of credit card debt. Are Americans really learning to live within their means?

"I refer to the blaring headline in USA Today," Zogby replied. '"13 Percent of Credit Card Holders Carrying Debt Above $25,000' — but [look at] the flipside: 87 percent of people are not that deep in debt and we need to appreciate that. I addictively look at things inside out."

Much of "The Way We'll Be" — and some of Zogby's most compelling data — inevitably concerns the group he terms "First Globals": 18-to-29-year-olds.

"We're developing a more global worldview," said the pollster. "Not just young people, but especially young people. These are people who are ready to serve a global economy and not define themselves by limited [national] borders. They see a new role for the United States as well: Less as a single superpower and more as a power that works in conjunction with other people on earth."

Zogby's research concludes that this demographic, the only age group that believes NAFTA has been a good thing for the U.S., is far more internationalist — and consequently willing to sacrifice America's interests and prerogatives in favor of those of the greater globe — than their parents and grandparents. And they are highly concerned about the environment and progressive on racial matters. (Zogby's data indicates that 64 percent of "First Globals" would feel "positive" if "a member of your family were dating a member of another race," while only 12 percent would feel "negative.")

So while this generation does lean left — it is, after all, the only age bracket that broke for John Kerry in 2004 — they also have nuanced, and even conservative, opinions about abortion and homosexuality. Zogby's data suggests that this group strongly feels that abortion is morally wrong and should be illegal in many circumstances. Perhaps even more surprisingly, a 2005 Zogby poll of high school seniors found that a majority supported a constitutional amendment banning same-sex marriages.

Though Zogby International makes most of its money outside the political arena these days — polling for sundry clients including major corporations and universities — Zogby initially made a name for himself as a political pollster, and he's still considered one of the foremost practitioners of the craft. So, I ended our interview by asking him what advice he'd give John McCain.

"Be Harry Truman, the steady hand of experience." Zogby replied. "The system isn't working and change needs to be made, but I'm the one who knows how dysfunctional this is — and I'm mad as hell.

"You know, Barack Obama is literally and figuratively the face of the America of the future. To young people, he's not a black candidate — he's a cool candidate."

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