The Pluralist Generation - Reimagining the American Dream

The Pluralist Generation- Reimagining the American Dream.

Marketplace Insights is a series of explorations into

consumer beliefs, thoughts and perceptions about products,

services and trends. At iModerate, our online one-on-one

conversations are a highly effective method for unveiling

the most candid, insightful consumer responses–ones that

are truly meaningful to businesses. We share these findings

with the hope that you too will discover something of value

from them.

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Who are the Plurals?According to Magid Generational Strategies™, the Pluralist Generation, born between the turn of the

century (1997) and today, is the first generation of the 21st century. Some have said that the “Plurals,”

as this generation will be known, are the least likely in recent memory to believe in the American Dream.

How Did we Connect with Them?Plurals talk through text. So what better way to engage them and probe deeply into a blue-sky

subject than a text-based, one-on-one, online conversation? In this anonymous environment, the 50

Plurals we spoke with felt free to open up. We also wanted to creatively capture their mental

pictures around this subject, and again used a medium

suited for their generation—Pinterest Boards.

Along with the conversations, a handful

of the Plurals found images from

around the internet that

represented their version

of the American Dream,

and explained why they

were significant. What came

out of this was an excit ing

glimpse into the creative mind

of the P lura l ist Generat ion .

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What we Explored. Over the years, most of us have come to understand the idea of the American Dream. But how

often do we ask, “Is my definition still relevant?” We wondered how the Plurals, the newest

generation of Americans, think about it. Do they believe in the Dream? Does it matter to them?

And what exactly do they think it is?

This generation, the Plurals, will be our country’s next thinkers, leaders and innovators. Knowing

how they see themselves, America, and the world is important in understanding where they are

headed. This generation is also the first to face less opportunity than the generation before it.

So we talked to them, in-depth, to understand how this shapes the way they view being an American, the

“Dream” it represents, the responsibility it carries, and how they envision their futures.

What we Discovered. Our learnings are both simple and profound. These young people are developing their worldview

as the economy swings from soaring heights to deep recession to fledgling recovery. They have

witnessed a culture that celebrated excess and that has now come to embrace austerity. And

as a result, the Plurals believe that they must follow the path that will make them personally

happy. This is what freedom means to them—the freedom to pursue their individual American

Dream, not one that society defines for them. While they want to be financially stable, they do

not speak of acquiring great wealth. Their definition of success and their guiding principle is to

work hard so they can build a life of comfort and, more importantly, contentment.

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The Evolution of the American Dream.

1930’s

According to historian James Truslow Adams, the American Dream was the “dream of a land in which life should be better and richer and fuller for every man, with opportunity to for each according to his ability or achievement.”

1950’s

The carefree suburban lifestyle was the dream for the 50’s. White picket fence, apple pie, defined gender roles, and raising good, wholesome children defined the decade.

1970’s

The Dream was still about peace and liberties for all, but it was also about exploration. Americans were questioning societal norms, inventing, and testing boundaries.

1940’s

The American Dream in this decade was framed by WWII. It was all about the hope for peace and having the typical family – husband, wife, 2 kids, and a dog.

1960’s

Peace and equality were the two things on most Americans’ minds. The Dream was less individual oriented, and more about our freedoms and harmony on a larger scale.

1980’s and 1990’s

For much of the 80’s and 90’s the dream was about personal advancement, wealth, and power. Fame and fortune was the hope as the mansion replaced the comfy home on wish lists everywhere.

Suburban . Female8th Grade . Age 13

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Plurals Have a Realistic Vision of the Future. From the materialism of the 1980s to the dot-com and housing bubbles of the

early 2000s, much of the American Dream has focused on “making it big” and

amassing wealth. In the Plurals, there is a marked change in tone: for them,

the American Dream is to achieve a life of comfort, but not excess. While some

still aspire to have a “big house, fancy cars, and lots of cash” or “an in-ground

pool,” the far more common vision of a future life is to live happily within

their means while working at a job they love. They are realistic about their

future, but they haven’t turned their backs on The Dream. They’ve simply re-

defined it to mean a life not of riches but of contentment.

The AmericanDream Exists,Redefined.

I’ll have a good car, and a house that doesn’t have to be too big, and hopefully I’ll be married and have a family.

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Plurals Realize That Money Can’t Buy Them Happiness. The desire for wealth is a simple premise, easy to comprehend: if some

money makes us content, then shouldn’t it follow that a lot of money will

make us ecstatic? As a generation, Plurals say, maybe not. The concept

that money can’t buy happiness is hardly new, but this generation seems

to be embracing it more than ever before. They point to adults they know

who are miserable in their high-paying jobs. And they’ve seen families suf-

fer the downside of living beyond their means, such as being evicted from

a home too big for their budget.

How They Live is More Important Than What They Own.Born and raised during an economy of enduring uncertainty, the Plurals

are the first American generation likely faced with less opportunity

than the generation before them. Few anticipate matching or exceeding

the successes of their parents, a fundamental tenet of the American

Dream. This paradigm shift is at the root of Plurals’ perspective: while

previous generations came to describe the American Dream as the

opportunity to acquire wealth, Plurals describe it as the opportunity

to be happy.

Their definitions of success stem from the desire for personal fulfillment.

At ages as young as 13, they recognize the importance of individuality and

embrace the complex concept that each person needs to find what makes

him or her happy, realizing it will not be the same thing for everyone. Suburban . Male8th Grade . Age 13

If I am happy doing the job that I have, I would consider myself successful no matter what type of job it is.

To me, success today means being happy in your l ife, happy family, having a job, just meeting your goals.


I think the American Dream means we can be as different as we want to be.


For Plurals, Their Freedoms as Americans Give Them Personal Opportunity. The freedoms that our founding fathers sought – freedom of speech, free-

dom of religion, remain the essential part of the American experience for

Plurals. But these young people describe their freedoms as real and per-

sonal, not just as esoteric concepts. Rather than speaking in broad terms,

their understanding is focused. These freedoms are an essential part of their

personal vision for the future: a life that brings them happiness by meeting

their uniquely personal needs, goals, and desires. Freedom means that they

can do what satisfies them as an individual, pursuing the life that makes

them happy. And that promise fills them with hope.

Plurals Feel Strongly About America’s Opportunities and Inclusivity. These young people believe strongly in the abundance of opportunities

in America; this idea has been maintained from previous generations.

For previous generations “the land of the free, home of the brave,” has meant

that any citizen, regardless of social standing, can reach for the stars. Plurals

recognize the way the country has changed in the past (and the way it contin-

ues to change) to allow for more inclusion and an abundance of opportunities.

This resonates, particularly with Plurals who have a personal or familial con-

nection to a lack of opportunities. For some Pluralist children of recent immi-

grants, America holds much greater promise than the more restrictive coun-

tries their parents came from. Interestingly, it is from these voices that we

hear remnants of the old American Dream: to have the material wealth their

families have never experienced.

Urban . Male9th Grade . Age 14

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I think [the Dream] means being able to think about an idea and being able to do it with the help of others.

I have a friend whose family moved from Mexico to my hometown and they came because her parents wanted a better education for her […] I think that’s what the American dream is - a better way of living.


Live the way you want, do what you want, think how you want.


Building a Solid Foundation Comes Before Settling Down. Plurals’ dreams for the future are largely consistent: to have a

grounded family life and fulfilling work. And though most Plurals

say that having a family will contribute to their happiness as adults,

they agree that creating a financial safety net must come first.

Both boys and girls say it’s important to have a career in place

and a solid financial foundation before settling down and having

children. Many say their parents have impressed these ideals on

them; others from broken families say they don’t want to rush into

anything, having seen what can go wrong. Collectively, they want

to be sure to have a family on their terms, much later in life than

their parents or grandparents.

This Generation is Prepared to Work Hard to Reap Rewards. Appreciative of their freedoms, Plurals also understand that nothing

comes for free. Although they are not pioneers taming the wilderness,

nor monetarily greedy, the idea that a desirable life comes only to

those willing to work hard remains an indelible part of the American

Dream for them. Thinking beyond themselves, they go as far as say-

ing it is each citizen’s civic duty to work hard; that each individual’s

contribution builds society.

I will have a family but I don’t think it will be for quite a while because I want to finish college and have an education before I start a family. I was taught to be able to support a family if I’ve got one.

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Urban . Male6th Grade . Age 13


Free to accomplish anything possible if I am willing to work hard.

Female . SuburbanAge 14 . Caucasian

Male . UrbanAge 13 . Caucasian



Freedom.

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Male . UrbanAge 14 . Caucasian

Freedom to pursue your own interestsand lifestyle.

I think it’s cool to see our first black President. It shows people can do anything they put their mind to no matter their race.


To me, success today means being happy in your life, happy family, having a job, just meeting your goals. Female . Suburban

Age 14 . Caucasian

I think American Dream means that my family and friends would be able to be safe when they want to have hobbies.

The American Dream is being healthy andcreative in many ways.

Pinterest Boards: Respondents’ Visualization of The American Dream.


I think Americans have equaltreatment and justice for all. College graduation.

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Conclusion.

America has always held the promise of The Dream, even before the term was coined, and it

continues to endure generation to generation. The world around us shapes its constitution, but

overarching themes, hope and ideas remain, if only slightly modified, over time.

The Plurals are full of hope, but are realistic about their future. They haven’t turned their backs

on The Dream, but simply redefined it, learning from the mistakes of generations before them.

Happiness is paramount, and separate from financial success. They desire opportunity, not for

the high-paying job or the perfect house in suburbia, but for the chance to be individuals and

do what makes them happy. Untethered from mainly materialistic goals, the Plurals are varied

in their ambitions and patient in their pursuit of them. They have learned that the things which

last do not come easy, and aren’t afraid to put in the necessary work and prioritize accordingly

to make their dreams come true.

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Appendix

Project Specifics iModerate conducted 50 conversations with 13-15 year olds at an average duration of 30 minutes.

ThoughtPath™Our qualitative research is based on a cognitive approach called ThoughtPath. Drawing on three select cognitive theories, ThoughtPath enables our skilled

moderators to get into each consumer’s head and discover what’s most important to them, what’s not, and why. In this study, it allowed us to understand

how a new generation views The American Dream.

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The Pluralist Generation - Reimagining the American Dream