American Dream in the Balance (September 2012)

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AMERICANDREAMSeptember 2012

IN THE BALANCE

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2

WHAT WE’LL COVER

• Introduction

• Methodology

• Study Findings 1. Defining the Dream 2. Is the Dream still alive? 3. What’s different about the Dream today? 4. Why has the Dream shifted? 5. A less achievable Dream 6. Why is the Dream less achievable? 7. The Dream by generation 8. Corporations and the Dream

• What It Means for Brands

• Appendix – More About Our Experts/Influencers – Additional Charts – Topline Findings From 2008

A note to readers: To make the report easy to navigate, we’ve added hyperlinks to this page, so you can jump immediately to the items that most interest you (or, alternatively, you can read the material straight through).

This is a report from JWTIntelligence. Go to JWTIntelligence.com to download this and other trend research.

http://www.jwtintelligence.com/

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INTRODUCTION

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4

INTRODUCTION

It was in 1931 that the phrase “the American Dream” first cropped up, in a book by historian James Truslow Adams. More than eight decades later, the phrase still resonates with Americans and the rest of the world. “[Barack Obama] knows the American Dream because he’s lived it,” the first lady declared in her speech at the Democratic National Convention in September. But what does “living it” mean for those who don’t aspire to the presidency?

The Dream is a fuzzy concept, and definitions vary greatly. To some it’s about a comfortable home, others a high-paying job. But the Dream is more than money and material goods. It connotes an attitude and an ethos: a willingness to strive in the face of adversity, a belief in America as a land ripe with opportunities for success (however one defines it), a potent sense that anyone can achieve a better life, for oneself and one’s children.

This report investigates what the Dream means to Americans today, spotlighting findings from a recent JWT survey and also tracking how perceptions have shifted since our 2008 study on the same topic, also conducted in the run-up to a presidential election. (For a list of our topline findings from 2008, see Appendix.)

[The American Dream is] that dream of a land in which life should

be better and richer and fuller for everyone, with opportunity for each according to ability or

achievement. … It is not a dream of motor cars and high wages merely, but a dream of social order in which each man and each woman shall be able to attain to

the fullest stature of which they are innately capable … regardless of the fortuitous circumstances of birth or position.”

—JAMES TRUSLOW ADAMS, The Epic of America

5

INTRODUCTION (cont’d.)

Since our 2008 report, Americans seem less engaged with the concept—perhaps not surprisingly. Four years ago, citizens were riding high on Obama’s promise of “hope.” Since then, they’ve seen the country lose more than 8 million jobs and home values sink by about a quarter. For many, the Dream has lost its luster. All the same, we found that 7 in 10 Americans still believe in the idea, not much fewer than in 2008.

For marketers, understanding the Dream is understanding a slice of the American mindset. By speaking to it, brands can tap into Americans’ core beliefs, values and desires.

Key takeaways• While enthusiasm around the Dream is declining and the

concept is under stress, Americans still largely believe in it.

• The Dream resonates most strongly with older generations, wealthier Americans and Republicans.

• The Dream’s core components have remained largely stable, but Americans see traditional elements like community and family being replaced by aspirations for fame and fortune.

• Americans feel the Dream is becoming significantly harder to achieve for most, especially the middle class and—reflecting a streak of resentment toward immigrants—white Americans.

• Unemployment and high expenses are considered the key external obstacles to achieving the Dream, with the government and Wall Street bearing some blame as well.

• While less so than four years ago, America is still seen as the prime land of opportunity.

• Corporations have a role to play in helping Americans achieve the Dream.

6

METHODOLOGY

“American Dream in the Balance” is the result of research conducted by JWTIntelligence throughout the year. Specifically for this report, we fielded a survey of 503 American adults aged 18‐plus from July 26‐30 using SONAR™, JWT’s proprietary online tool; data are weighted by age, gender and income. We have also included some open-ended responses to survey questions. This report also uses comparative data taken from our September 2008 American Dream survey of 2,112 Americans aged 18‐plus that we fielded using SONAR™. In addition, we interviewed four experts and influencers on evolving attitudes toward the American Dream.

ERIN CURRIER, project manager, Economic Mobility Project, Pew Center on the States

MICHAEL FORD, founding director, Center for the Study of the American Dream

MELISSA LAVIGNE-DELVILLE, VP of trends and strategic insights, NBCUniversal

JOHN ZOGBY, founder, Zogby Poll

EXPERTS AND INFLUENCERS*

*See Appendix to learn more about these experts and influencers.

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STUDY FINDINGS


8

DEFINING THE DREAM

“Life, liberty and the pursuit of happiness”: The basic definition of the American Dream remains stable, changing little since 2008. For most, it’s an aspirational concept, closely echoing the Declaration of Independence’s promise of “life, liberty and the pursuit of happiness.” The notion of liberty pops up twice in the top five components of the American Dream, while freedom of speech and freedom from fear of oppression follow shortly after, at No. 7 and No. 8, respectively.

To me, it means being able to have freedom to achieve goals such as having or owning your own business, being able

to buy a home and have cars and live a life with freedom to choose how you dress, where you work, how

you practice religion and so on.” —FEMALE, 54

What the Dream means generally

1

1

2

3

4

5

For a complete listing of responses in 2012 vs. 2008, see Appendix, Figure 1A.

Top five factors that respondents say are a big part of what the American Dream means today

FINDING HAPPINESS

PERSONAL INDEPENDENCE

FULFILLING MY POTENTIAL

HOME OWNERSHIP

FREEDOM TO BE ABLE TO GO ANYWHERE YOU WANT

9

DEFINING THE DREAM (cont’d.)1

The Dream’s key traits: This word cloud is based on open-ended responses to the question “What does the phrase ‘the American Dream’ mean to you?” The relative size of each word is based on the frequency with which it was used; we stripped out the words “American” and “Dream.” For a comparable word cloud from 2008, see Appendix, Figure 1B.

10

What the Dream means personally

Top five factors that respondents say are a big part of what the American Dream means to them personally

Boosting the next generation: For most Americans, the Dream means not only attaining a certain level of financial stability and comfort for themselves but securing a better future for their children. Again, when it comes to defining the Dream personally, the top five responses remained stable since 2008.

[The American Dream is] the ability to work hard and

see rewards, either in possessions or in a legacy for your

children.” —MALE, 58

If we had to say one thing [Americans] are striving toward,

it is a very general but consistent answer, and that is, ‘Making a better or creating

a better life for my family.’”

MICHAEL FORD, founding director,

Center for the Study of the American

Dream


For a complete listing of responses in 2012 vs. 2008, see Appendix, Figure 1C.

FINANCIAL SECURITY

BEING ABLE TO SAVE MONEY

A COMFORTABLE LIFESTYLE

A BETTER LIFE FOR MY CHILDREN

EQUAL OPPORTUNITY

1

2

3

4

5

11

Traits needed to achieve the Dream

Top five factors that respondents say contribute to someone’s ability to achieve the American Dream

The “ideal” American: The definition of the “ideal” American—the set of traits needed to achieve the American Dream—has remained: motivated self-starters who are willing to work hard to achieve what they want.

The American Dream, when you get down to it, is really not a search for a thing, it is an attitude. It is a willingness to struggle, based on the probability that you have a

chance to achieve.”

Americans are so convinced that personal attributes are the biggest influencers of their economic mobility: whether they work hard, whether they

are ambitious, whether they do the things they need to do. They are very confident that those efforts

will have their just rewards.”



Dream

ERIN CURRIER, project manager, Economic Mobility

Project, Pew Center on the States


For a complete listing of responses in 2012 vs. 2008, see Appendix, Figure 1D.

DETERMINATION

HARD WORK

DISCIPLINE

SELF-BELIEF

INTELLIGENCE

1

2

3

4

5

12

My wife and I were able to achieve the American Dream, but my kids and granddaughter will

not be able to have what we have had. The way things are, with

so many obstacles, the dream is dead.”

—MALE, 70

2008

2012

61%

31%

42%

64%

“MORE AND MORE, THE AMERICAN DREAM IS

BECOMING UNATTAINABLE”

“THE AMERICAN DREAM WILL BE HARDER TO

ACHIEVE IN THE FUTURE”*

“I THINK THE AMERICAN DREAM IS DEAD”

“I DON’T THINK MY GENERATION BELIEVES IN THE AMERICAN DREAM”

Percentage who agree with the statement

*Not asked in 2008

Down on the Dream

IS THE DREAM STILL ALIVE?2

The American Dream is under stress…: After four years of economic turmoil, the American Dream has undergone severe challenge. Skepticism about the current and future viability of the idea is relatively high, and negative sentiment has increased.

56%

23%

38%

40%think the American Dream

is alive and well,

down from 52% in 2008

13

JOHN ZOGBY, political pollster

[The American Dream] is what keeps [the middle

class] alive. In a period like this, it’s what motivates

them to get up in the morning.”

IS THE DREAM STILL ALIVE? (cont’d.)2

…but the Dream endures: Somewhat surprisingly, belief in the Dream has slipped only slightly since 2008. “It is a mistake to conflate the state of the Dream with the state of the economy,” explains Michael Ford of the Center for the Study of the American Dream. The Dream is an aspirational concept that’s not directly tied to day-to-day realities.

[The American Dream] is very much alive. True, it’s taken some hits, but that’s the nature of this country. … We will have tough economic times, and those will be brought on by circumstance and greedy people. But we are a strong,

diverse and generous people who together weather the bad years

and revel in good times.” —FEMALE, 47

70%personally believe in the

American Dream,

down only 4 points since 2008

Americans are very forward- thinking and very optimistic, both

about the health and status of the American Dream and their

ability to be a part of it.”



14*$$$ = $70,000+, $$ = $40,000-$69,999, $ = <$40,000

POLITICAL AFFILIATION

81% 72% 62%

INCOME LEVEL*

77% 69% 64%

Percentage who say they personally believe in the American Dream (2012 data)

Republicans, the wealthy most enthusiastic

Biggest believers: The most enthusiastic American Dreamers remain Republicans and the wealthy. While belief in the Dream declines as Americans move down the income scale, the dip isn’t dramatic, with almost two-thirds of lower-income Americans believing in the Dream.


15


America remains the land of possibility…: A majority of Americans still believe the country is a place that enables its citizens to reach for the stars, although fewer than in 2008.

52%believe the U.S. is a place where anyone can achieve

fame and fortune,


61%believe people around the

world aspire to come to America to achieve

their dreams,


I believe that America is the land of opportunity and that anything is possible here if you work hard and follow

your dreams.” —FEMALE, 47

16

…and by far the biggest land of opportunity: Compared with other nations, America is seen as the most prominent land of opportunity by a wide margin, even if agreement has slipped since 2008. Notably, over the last four years, respondents perceived an increase in opportunities in Brazil.

USA still without rival

65

U.S.

2008

2012

Percentage who believe each country is a “land of opportunity”

CANADA

34

CHINA

20

U.K.

19

JAPAN

19

GERMANY

17

BRAZIL

13

INDIA

12

FRANCE

10

UNITED ARAB

EMIRATES

9

MEXICO

6

RUSSIA

5


There is quite a bit of evidence, from policymaker speeches alone, that we as Americans have this perception

that the United States has better mobility than anyone else. And in reality we have worse mobility than everyone

else, save for the U.K.”



76

43

21

30

2317

813 15

97 6

17

Dialing down

Declining enthusiasm: The most notable finding from our survey was the consistent decline in engagement with the American Dream since 2008, with response to our questions weaker across the board. For instance, while the top five core components of the Dream haven’t changed over the last four years (see Section 1, slide 8), the percentage of respondents who selected each of those factors dropped by 8 or 9 points—a pattern repeated throughout the survey. Belief in the Dream seems more tepid.

95%87%

95% 87%

95%86%

93% 84%

92% 84%

Percentage who say each of these factors is a big part of the American Dream today

65%of Americans believe

the Dream is different from what it used to be,

up from 59% in 2008

2008

2012

WHAT’S DIFFERENT ABOUT THE DREAM TODAY?3

PERSONAL INDEPENDENCE

FULFILLING MY POTENTIAL

FINDING HAPPINESS

HOME OWNERSHIP

FREEDOM TO BE ABLE TO GO ANYWHERE YOU WANT

18

Show me the (easy) money … and put me in the spotlight: More Americans see the ability to spend—whether by accumulating wealth or accessing credit—as a component of the American Dream. Respondents were also more likely to regard achieving fame, recognition and top-dog status as part of the Dream.

Only 3 of 14 potential factors defining what the Dream personally means to respondents garnered higher responses this year:

Likewise, only 2 of 14 potential factors defining what the Dream in general means today garnered higher responses in 2012:

WHAT’S DIFFERENT ABOUT THE DREAM TODAY? (cont’d.)3

2008

2012

2008

2012

55%58%

BECOMING WEALTHY

20%25%

BECOMING FAMOUS

61%63%

MAKING IT TO THE TOP

49%54%

SOCIAL RECOGNITION AND STATUS

50%54%

ACCESS TO EASY CREDIT/LOANS

Percentage who say each of these factors is a big part of what the American Dream means to them personally

Percentage who say each of these factors is a big part of what the American Dream means today

19

Percentage who feel each factor better fits what the American Dream meant in the past (2012 data)

Percentage who feel each factor better fits what the American Dream means today (2012 data)

Moving from family and faith to fame and fortune: Americans sense that the country is moving away from traditional notions of the ideal life: one centered around community and family, with religious faith and middle-class values as the guiding ethos, and marriage and a mortgage as necessary milestones. Respondents perceive that today Americans are more likely to dream about making money and spending it, continuing a theme spotlighted on the previous slide.

WHAT’S DIFFERENT ABOUT THE DREAM TODAY? (cont’d.)3

Past Present

29%36% 26%EQUALITY

PAYING OFF A MORTGAGE

SUCCEEDING PROFESSIONALLY

41%COMMUNITY

38%CONSUMPTION

40%FAMILY

38%GETTING MARRIED39%

MIDDLE-CLASS VALUES

35%FAME

For a complete listing of responses, see Appendix, Figure 2A.

39%ATTENDING

RELIGIOUS SERVICES

37%MAKING A LOT

OF MONEY

20

3. WHY HAS THE DREAM SHIFTED?

Fewer opportunities: When asked in open-ended questions why the American Dream has changed, many respondents cite the economy, not surprisingly, or see a broader picture of decline.

Changing values: Another theme is changing values—not only among the older generations—and the sense that Americans are becoming more self-centered and greedy and less community-minded.

Money is what everybody

is after. Values and beliefs are kind of left behind.”

—FEMALE, 33

Too many selfish, greedy people out for

themselves and not the community as a whole.”

—FEMALE, 51

People are less caring of the world around them. They are more self-focused than on the community

in which they belong. Technology brings us close while also

pulling us apart…” —FEMALE, 26

WHY HAS THE DREAM SHIFTED?4

Ultimately, the Dream is personal freedom,

and that freedom exists only to the extent that we have actual

opportunity. Opportunities today are few and far between.”

—FEMALE, 57

Jobs are hard to find, health care costs too much if you can get it at all, banks are robbing people of their homes, CEOs are

getting outrageous paychecks for doing nothing, politicians make too much money and aren’t

really representing the people, taxes are always rising while services diminish, roads

are crumbling while the U.S. spends all kinds of money to help

other countries.”

—FEMALE, 53

21

Partisan-driven perspectives: A clear split along political lines also emerges in the open-ended questions.

On the left, the perspective is that income inequality and the rising power of the wealthiest tier are primarily to blame for the Dream’s decline.

People from other countries come over and we support them

and help them achieve the American Dream, yet the people from the

U.S. are struggling to have the American Dream.”

—FEMALE, 54

Values based entirely on selfishness, condemnation and disregard for the poor,

materialism. Constantly expanding gap in

distribution of income…”—MALE, 61

On the right, respondents believe the Dream is threatened because too many Americans are lazy and entitled; because America is too open to immigrants; and because the government has taken away some freedoms.

WHY HAS THE DREAM SHIFTED? (cont’d.)4

The 1% in America believe that they do not need to pay taxes, and at the same time they want

to take from the middle and lower classes.”

—MALE, 70

The idea of the American Dream was perverted by those select few individuals who found a way to cheat the system … to make more than a fair share of the

American Dream (money, fame, whatever) with no intent to spread the wealth

to those who need it. Politicians have exacerbated this situation, with the

not taxing of big corporations making billions of dollars.”

—FEMALE, 36

People now are selfish, they want things without earning it. The current

government is killing the American Dream by trying to do away with

accountability, morals and a good work ethic. It is interfering too much—once the

government controls everything and people have no responsibility, they then have no freedom.”

—FEMALE, 47

Liberals are determined to beat down everyone who works hard to create their own success by taxing them to death to pay

for entitlements for those that are lazy.”

—MALE, 36

22

For most, the Dream slips out of reach: While a wide majority of Americans still believe in the American Dream as a concept, they feel it has become far more difficult to actually achieve in the past 5 to 10 years—at least, for most cohorts—and will only become harder still. Almost 4 in 10 believe they missed out on the best years of the American Dream.

Harder to achieve the Dream for…

Percentage who believe it’s become harder for each group to achieve the American Dream over the past 5-10 years

37%

63%YOUNG PEOPLE

Our survey found a drastic rise in the percentage of respondents who believe it has become harder to reach the Dream, whether young or old:

2008

2012

A LESS ACHIEVABLE DREAM5

I think it has become impossible to rise far above one’s

birth for many people. You have to be very lucky, not just work hard or be

smart … there are ‘castes’ developing between rich and poor. There is no

such thing as ‘middle class’ anymore.” —FEMALE, 44

[I] no longer believe in the American Dream. Too hard for the lower or middle class that was born in the USA to

get ahead in life.” —MALE, 40 29%

65%OLDER PEOPLE

23

Easier for the rich: Americans are coming to grips with the notion that a comfortable middle-class life is getting harder to achieve or maintain. Between 2001 and 2010, the median wealth of America’s middle-income tier fell 28%, according to the Pew Research Center, while that of the upper tier remained stable. Americans have grown far more inclined to believe it’s become harder for the middle class to achieve the Dream over the past 5 to 10 years, and easier for the top tier.

Democrats are more likely to believe it’s easier for the wealthy to achieve the Dream (50%, vs. 43% of Republicans). Independents are most likely to say it’s easier for the wealthy (53%).

A LESS ACHIEVABLE DREAM (cont’d.)5

Harder to achieve the Dream for…

Easier to achieve the Dream for…

Percentage who believe it’s become harder/easier for each group to achieve the American Dream over the past 5-10 years

20082012

20082012

42%

69%MIDDLE-CLASS PEOPLE

32%

52%WEALTHY PEOPLE

24

Harder for white, native-born Americans: With the middle class feeling squeezed, there’s a growing sentiment that white, native-born Americans have the cards stacked against them, even if statistics indicate otherwise (the Census Bureau reports that white Americans weathered the Great Recession better than blacks, Hispanics and Asians). Compared with four years ago, respondents are far more likely to believe that it’s now tougher for white Americans to achieve the Dream—and easier for ethnic groups that may be regarded as immigrants. (A plurality of respondents said it’s neither harder nor easier for African-Americans.)

Harder to achieve the Dream for… Easier to achieve the Dream for…

13%

31%AMERICANS OF

EUROPEAN ANCESTRY

13%

35%HISPANIC-AMERICANS

12%

30%ASIAN-AMERICANS

18%

24%MIDDLE-EASTERN

AMERICANS

20082012 20082012


Percentage who believe it’s become easier for each group to achieve the American Dream over the past 5-10 years

Percentage who believe it’s become harder for this group to achieve the American Dream over the past 5-10 years

25



Dream

Our country does not enforce the immigration laws

that we currently have. There are too many illegal immigrants in this country

now taking born citizens’ jobs and getting food stamps, etc., right off the bat

when they come here.”—FEMALE, 39

Harder for white, native-born Americans: Open-ended responses reveal a streak of resentment toward America’s newcomers.


The misperception of things available to immigrants is stunning. The belief that the government gives them a

house, guarantees them a job, guarantees them a loan to start a business, all these mythological things are clearly woven into a fearful backdrop

that we have. It is clear to Anglo-Americans that they will soon be a minority, if they are

not already. And there are some who are afraid of that.”

Immigrants are stealing the American Dream from Americans.”

—FEMALE, 63

26

Unemployment is high and people are having a more difficult time saving up for large purchases such as cars and houses when they have to attend to basic necessities first. Even

getting an education has become prohibitively expensive for some.”

—FEMALE, 31

Unemployment, expenses, government bedevil the American Dream: While Americans widely regard internal factors such as laziness and lack of self-discipline as obstacles to achieving the Dream, they also blame a range of external factors (see chart on following slide). A majority of respondents see a dearth of jobs (both unemployment and America losing jobs to other markets), the cost of living (everyday goods, health care) and personal debt as impediments to the Dream.

Unemployment: When we conducted our 2008 survey, headlines carried news of a five‐year spike in the unemployment rate, to 6.1%; today, it stands at 8.1%. So while Americans were most likely to see rising prices as an obstacle to the Dream four years ago, unemployment has shot to the top of the list, jumping 12 percentage points.

Government policies: The percentage of Americans who see federal government policies as an obstacle is essentially unchanged, but with the transition to a Democratic administration, the demographic has shifted. As answers to open-ended questions show, much of this sentiment stems from the belief that the government is overly involved in citizens’ lives.

61%of Republicans now blame

federal government policies,

up from 42% in 2008

WHY IS THE DREAM LESS ACHIEVABLE?6

The government is taking away our freedom, our rights, our way of living and imposing their foolish nanny

state laws.” —FEMALE, 45

27*Not asked in 2008

WHY IS THE DREAM LESS ACHIEVABLE? (cont’d.)6

Percentage who feel these factors most get in the way of people achieving the American Dream

20082012

Obstacles to achieving the Dream

80%

70%

60%

50%

40%

30%

20%

10%

0%

UNEMPLOYMENT

PERSONAL DEBT

RISING PRICE OF EVERYDAY

GOODS

HEALTH CARE COSTS

GOVERNMENT ENTITLEMENT

PROGRAMS*

RISING PRICE OF ENERGY

FEDERAL GOVERNMENT

POLICIES

FINANCIAL INSTITUTIONS’ CREDIT AND LENDING

PRACTICES*

THE EDUCATION

SYSTEM

THE GLOBAL

ECONOMIC CLIMATE*

WALL STREET BANKS*

INCOME INEQUALITY AMONG

AMERICANS*

HOUSING FORECLOSURE

CRISIS*

TAXES*

28

Impediments to the Dream

46%HOUSING

FORECLOSURE CRISIS

41%

39%

FINANCIAL INSTITUTIONS’ CREDIT AND LENDING PRACTICES

WALL STREET BANKS

Percentage who feel these factors most get in the way of people achieving the American Dream (2012 data)

WHY IS THE DREAM LESS ACHIEVABLE? (cont’d.)6

In better times, it was attainable. The banking system,

along with greed, have made the American Dream a thing

of the past.” —MALE, 58

The top earners, along with Wall Street, have

rigged the field.”

—MALE, 63

Blaming the bankers: We conducted our first American Dream survey in mid‐September 2008, just as Lehman Brothers was collapsing and the biggest banking crisis since the Depression was unfolding. Among the repercussions: a wave of foreclosures that saw about 4 million families lose their homes between 2007 and early 2012. Last year simmering resentment of financial institutions boiled over briefly with the Occupy Wall Street movement. Around 4 in 10 Americans now see banks and banking practices as impediments to the Dream (and almost as many blame income inequality, an issue that OWS brought to the fore). These factors weren’t included in our 2008 survey.

29

I’ve never appreciated the phrase

[‘the American Dream’]; it’s always seemed mawkish to me, and used more for rhetorical

effect than for any real meaning.” —MALE, 28

A fading concept for younger Americans: While belief in the Dream has taken a tumble across the board, the younger generations remain most apt to see the American Dream as a concept that’s lost relevance.

THE DREAM BY GENERATION7

An (ir)relevant concept

Percentage who agree with the statement (2012 data)

[The American Dream is] a vague and fictional idea

of a perfect life within the USA.”

—MALE, 21“I DON’T THINK MY GENERATION BELIEVES IN THE

AMERICAN DREAM”

45

40

24

49

“THE IDEA OF THE AMERICAN

DREAM IS KIND OF OLD-FASHIONED”

34

26

19

33



Dream

Younger Americans realize our place in the world is not what

it was for their grandparents. It is certainly not what it was for the World War II generation.…

Young Americans today are more aware of a balance in the world, more aware that

whatever we achieve we have to earn—and that isn’t only for you and me, that

is for the country.”

Millennials (18-34) Gen Xers (35-47)

Boomers (48-67) Silents (68+)

30

THE DREAM BY GENERATION (cont’d.)7

There’s a marked correlation between age and belief in the dynamism of the American Dream. For instance, a clear majority of older generations believe the Dream is unique, compared with fewer than 4 in 10 Millennials.

A less dynamic Dream


“I THINK THE AMERICAN

DREAM IS ALIVE AND WELL”

40

42

53

33

“THERE’S NOTHING LIKE THE AMERICAN DREAM ANYWHERE ELSE IN THE WORLD”

45

55

65

37

“PEOPLE AROUND THE WORLD ASPIRE TO COME TO AMERICA TO ACHIEVE THEIR DREAMS AS MUCH

AS THEY EVER DID”

56

70

89

45

“THE AMERICAN DREAM IS PART OF

WHAT MAKES THIS COUNTRY SO DYNAMIC”

63

69

83

51

Millennials (18-34) Gen Xers (35-47) Boomers (48-67) Silents (68+)

31

Optimism/satisfaction don’t correlate with belief in the Dream: While younger Americans may place less stock in the American Dream, they’re also less likely to see it as slipping out of reach. Characterized as an optimistic generation, Millennials aren’t ready to feel resigned about their futures—though perhaps reality is yet to set in. Whether it’s a matter of life stage or generational mindset, Millennials are notably more satisfied with both their own lives and the state of the union (both up 5 percentage points since 2008) than older generations.


Optimism and satisfaction decline with age


“IN THE FUTURE, ACHIEVING THE

AMERICAN DREAM WILL BE HARDER

THAN IT IS TODAY”

61

72

72

52

“ARE YOU SATISFIED WITH

THE WAY THINGS ARE GOING IN

AMERICA TODAY?”

21

17

20

31“MORE AND MORE, THE

AMERICAN DREAM IS BECOMING

UNATTAINABLE”

61

65

60

56

I have faith that, even though right now I am far from

achieving anything (thanks to this lovely economic downturn), I will

succeed and be happy. … I will find a way to make the money I need in order

to better myself and be able to help others the way they’ve

been trying to help me.” —FEMALE, 26

“ARE YOU SATISFIED WITH

THE WAY THINGS ARE GOING IN

YOUR PERSONAL LIFE TODAY?”

56

51

44

68


32

Despite what older Americans think, marriage and family are still part of the Dream: At a time when “there are so many different ways to live life,” as NBCU’s Melissa Lavigne-Delville says, older Americans see aspirations for marriage and family as waning—but the fact is, younger generations are less likely to view these traditional milestones as outdated elements of the American Dream.


Married with children?


“HAVING A FAMILY BETTER FITS WITH

WHAT THE AMERICAN DREAM MEANT IN THE PAST”

28

42

41

28

“GETTING MARRIED BETTER FITS WITH WHAT

THE AMERICAN DREAM MEANT IN

THE PAST”

32

46

52

31 MELISSA LAVIGNE-DELVILLE, VP of trends and

strategic insights, NBCUniversal

Some of these iconic pieces of the American Dream … the white picket

fence, the home, the 2.5 children—the traditional family setup—are coming very

much back in vogue with younger generations because we’re at a time where it’s so

unconventional, everything’s got mixed up, and there are so many

different ways to live life.”


33

Businesses have a role to play: The classic notion of the American Dream is that it’s self-determined, achieved largely through hard work and determination. Still, close to half our respondents believe that financial institutions should help people achieve the Dream, and more than a third feel that corporations should do so, just 7 percentage points behind government institutions.

Who should help Americans achieve the Dream?*

46%FINANCIAL INSTITUTIONS

42%GOVERNMENT INSTITUTIONS

35%CORPORATIONS

34%NONE OF THESE

28%NONPROFIT ORGANIZATIONS

CORPORATIONS AND THE DREAM8

*Not asked in 2008

Image credit: Thru Mikes Viewfinder

WHAT IT MEANS FOR BRANDS


http://www.flickr.com/photos/thrumikesviewfinder/4083486342

35Image credit: Bank of the West

BANK OF THE WEST | “OPTIMISM”: In celebrating “the spirit of the West,” this financial institution taps into the can-do ethos of the American Dream. “Our customers are individuals, dreamers and most of all, doers,” states the website. A 2012 TV commercial, titled “Optimism,” tells the building-something-from-nothing story of Norwegian immigrant Kjell Qvale, 92, who arrived in Seattle in 1929 and now owns one of the West’s largest car dealerships, among other things. “More important than the money you make,” concludes Qvale, “you set up for your kids to succeed. Bank of the West is good for me and for my family.”

Americans are still believers—give them reason to keep believing: Belief in and passion for the American Dream may be slipping, but 7 in 10 Americans say they personally believe in it (down just 4 percentage points since 2008), and almost two-thirds feel the U.S. is a land of opportunity. With the Dream still a potent notion, marketers can inspire by credibly reinforcing Americans’ belief or showing how their brand helps people reap America’s benefits.

WHAT IT MEANS FOR BRANDS

https://www.bankofthewest.com/static_files/botw2/home/campaigns/go-west/index.html

36Image credit: Chrysler

CHRYSLER | “HALFTIME IN AMERICA”: The automaker has been emphasizing themes of battling adversity, most notably with its two-minute halftime commercial at this year’s Super Bowl, narrated by Clint Eastwood. In “Halftime in America,” Eastwood speaks about difficult, even divisive times America has endured but says proudly, “We find a way through tough times, and if we can’t find a way, then we’ll make one.” The spot’s “simple message,” Chrysler CMO Olivier Francois has said, is that “in the land of opportunity, everyone has the right to dream and the power to turn that dream into reality.”

Subsequent commercials continued the theme in more personal ways. A spot for Chrysler’s Ram truck positions the vehicle as an enabler of success. In a voiceover, a wife leaves a message for her husband, praising his determination in the face of adversity: “I know it’s been hard, and you never once complained or stayed home feeling sorry for yourself. You just said, ‘Where there’s a truck, there’s a job.’”

The core values of the Dream endure—tap into them to inspire: As we wrote in 2008, the American Dream continues to “revolve around a gritty, keep-on-keeping-on spirit”; characteristics like determination, discipline and self-belief are integral to the concept. With many Americans still enduring tough times, brands can motivate consumers with language that speaks to these deep-seated beliefs.

WHAT IT MEANS FOR BRANDS (cont’d.)

This country can’t be knocked out with one punch.

We get right back up again and when we do, the world’s going to

hear the roar of our engines.”

—CLINT EASTWOOD, “Halftime in America”

http://www.youtube.com/watch?v=_PE5V4Uzobc

37Image credit: Levi’s

LEVI’S | “GO FORTH”: In mid-2009, the depths of the recession, Levi’s launched an optimistically themed campaign that sought to invoke America’s pioneering spirit. One commercial used lines from Walt Whitman’s poem “America.” Print ads proclaimed “Strike up for the new world” and “Will work for better times.”


I am the new American pioneer, looking forward, never back. No longer content to

wait for better times ... I will work for better times.”

—“Go Forth” print ad excerpt

38Image credit: Rent.com

RENT.COM | “TAKE BACK THE DREAM”: For Millennials, home ownership by necessity has become a significantly less important component of the Dream (the percentage of Millennials who say home ownership is a big part of the Dream fell 16 points between 2008 and 2012). Last year Rent.com tapped into this shifting reality by seeking to debunk the notion that the American Dream is about home ownership. The ad, which mirrors Apple’s famous “1984,” shows black-suited agents chasing a man as he runs past nondescript mannequins and frumpy women outside suburban homes. Approaching the end of the road, he lobs a brick at a large glass house, shattering it and prompting the nagging agents to disappear. The tagline incites viewers to “Take back the Dream.”

Americans sense the Dream is changing—respond to the anxieties this creates: More than 6 in 10 Americans feel the Dream is different from what it used to be, is becoming increasingly unattainable, and has grown harder to achieve for young and old alike—and especially the middle class. Brands can empathize and connect with their consumers by acknowledging this new reality, understanding that times are harder (e.g., Chrysler’s “Halftime in America”) and circumstances are changing. Brands can also offer modern alternatives to the traditional Dream, showing how they can help consumers navigate new realities.


The time has come to stop accepting, without question, that

home ownership should be everyone’s dream. The fact of the matter is that it is not. … You don’t have

to own your home to own your dreams.”—Take Back the Dream microsite

http://www.youtube.com/watch?feature=player_embedded&v=92U6D-nwtIQ#!

39Image credit: Florida’s Natural

FLORIDA’S NATURAL | “MADE IN THE USA”: For the past few years, this orange juice brand has been emphasizing its domestic credentials. “All Florida. Never imported,” says the website, which showcases the stories of the growers that Florida’s Natural relies upon and promotes an offer of a free American flag. A commercial opens at daybreak with a rusty pickup truck driving along a dirt road underneath a sunny Florida sky. With a Southern drawl, the narrator explains the company’s ingredient-sourcing policy as we see slow-motion footage of farmers at work. “People tell us they really appreciate we’re an American company,” he says. “It’s not easy work, but it’s something we’re very proud of.”

Fewer Americans see the U.S. as a land of opportunity—show the opportunities you’re creating: While three-quarters of Americans viewed the U.S. as a land of opportunity in 2008, fewer than two-thirds feel that way today—still a wide majority but a clear area of concern among Americans. In response, some brands have been playing up their “Made in the USA” credentials, showing that they’re enabling American workers to keep striving.


http://www.floridasnatural.com/

40Image credit: American Brand Project

AMERICAN BRAND PROJECT: This startup, launched on July Fourth 2012, seeks to support domestic endeavors by generating awareness of “great American brands.” The website tells the stories behind various U.S. brands and gives them “Buffalo ratings,” a score that reflects “Americanness.” “Driving growth of great American Brands is the only way to generate real job growth,” says the site, “and that is our ultimate goal.”


http://www.americanbrandproject.com/

41Image credit: Levi’s

LEVI’S | “READY TO WORK”: In 2010, Levi’s launched a campaign to assist the struggling former steel town of Braddock, Pa., pledging more than a million dollars over two years to help renovate a community center and develop an urban farming program. Levi’s also featured Braddock residents in a campaign based around the town. A TV spot pays tribute to “the new pioneers” of Braddock, showing the sun rising on the town and images of denim-sporting young people busy rebuilding (restoring stained glass windows, etc.). The voiceover concludes, “People think there aren’t frontiers anymore. They can’t see how frontiers are all around us.”

Levi’s also sponsored an hour-long show about the effort online and on the Sundance Channel/IFC. Promotional copy noted, “The people of Braddock are unified by hope for renewed prosperity as they work to become a community again.”

Americans see many obstacles to the Dream—be part of the solution, not the problem: Americans fault a range of external factors for intruding on the American Dream, from unemployment to government policies and financial institutions. Many also blame a loss of community feeling, lamenting that people are less inclined to care about one another. Brands, by contrast, can position themselves as part of the solution—whether that entails supporting American jobs, boosting communities, assisting consumers with financial woes, etc. There is a role to play for brands in helping to bring people together and also in saluting community-minded individuals who are working to do so.


42Image credit: JPMorgan Chase

JPMORGAN CHASE | “CHANGE”: In the midst of the housing foreclosure crisis in 2010, JPMorgan Chase sought to show its commitment to helping Americans stay in their homes. The bank claims it set up new offices to “work one‐on-one with homeowners” and helped more than 200,000 home owners to keep their homes. The bank also says it upped its small-business lending commitment to $10 billion. The final line: “This is the way forward.”


http://www.youtube.com/watch?v=0ljHWd8iwfE&feature=player_embedded

43

Americans will appreciate a corporate assist: While our research found that about a third of Americans don’t think major institutions need to help Americans achieve the Dream, roughly the same percentage believe corporations bear some responsibility—and as the middle class gets further out of reach, more Americans are likely to believe corporations have a part to play. Various marketers have launched initiatives that help small businesses, entrepreneurs and everyday Americans get ahead, explicitly or implicitly referencing the promise of the American Dream.


STARBUCKS | CREATE JOBS FOR USA: In October 2011, Starbucks kicked off this partnership with the community-lending nonprofit Opportunity Finance Network to stimulate small-business job creation. The Starbucks Foundation donated $5 million to seed the effort, which now relies on Starbucks patrons to contribute; a $5 or more donation earns a red, white and blue wristband with a tag reading “Indivisible.” Starbucks chips in donations whenever Indivisible-branded products are purchased.

Leading up to July Fourth, Starbucks ran full-page newspaper ads featuring a letter from CEO Howard Schultz, who described himself as a “product of [the] American Dream” who grew up in public housing. He called on Americans to come together, putting “citizenship over partisanship,” because “we have a shared responsibility in solving our nation’s problems. We can’t wait for Washington.”

Image credit: Create Jobs for USA

http://www.createjobsforusa.org/howitworks/how-it-works,default,pg.html

44


Image credits: Samual Adams; Chase

SAMUEL ADAMS | BREWING THE AMERICAN DREAM: The Boston Beer Co. launched Brewing the American Dream four years ago to help low- and moderate-income entrepreneurs in the food and beverage industry. The company describes founder Jim Koch as an “underdog” in the industry when he started out, and says this initiative “champions the great ideas and dreams of the ‘little guys.’” Along with access to capital via partnerships with two microlending organizations, the company offers business education and finance seminars and “speed coaching” events.

CHASE, LIVINGSOCIAL | MISSION: SMALL BUSINESS: This 2012 grant program, launched in May, invited small-business owners to enter for a chance to win $250,000. Twelve companies were selected, for a total of $3 million in grants. In a statement, LivingSocial CEO Tim O’Shaughnessy said the company was proud to “help small-business owners grow and become the next great American success stories.”

http://btad.samueladams.com/SamuelAdamsBrewingTheAmericanDream.aspx

https://www.missionsmallbusiness.com/

45

The American Dream still resonates abroad: While America’s star has faded somewhat, the American Dream is still a potent concept abroad. Brands can position the Dream as an important and attractive element of classic Americana.


BRAND USA | “LAND OF DREAMS”: To ignite enthusiasm for American travel, earlier this year JWT created the first marketing campaign for Brand USA, a new tourism marketing entity responsible for promoting the U.S. to world visitors. Along with a new website and other materials, a commercial for the campaign titled “Land of Dreams” invites viewers to “come and find your land of dreams.” It features Rosanne Cash, daughter of legendary Johnny Cash, and showcases America’s history, culture and landscape.

Image credit: Brand USA

http://www.youtube.com/watch?feature=player_embedded&v=bcfbdiiEQDM

Image credit: Marian Berelowitz

APPENDIX

http://www.flickr.com/photos/melon/311990211/in/set-72157594402393063/

47

APPENDIX: MORE ABOUT OUR EXPERTS/INFLUENCERS

ERIN CURRIER, project manager, Economic Mobility Project, Pew Center on the States Currier oversees Pew’s efforts to build broad and nonpartisan agreement on the facts and figures related to economic mobility and to spark an active debate on how best to improve opportunity in America. As the lead on Pew’s ongoing research into the status of the American Dream, Currier works with top experts in the field and oversees the project team on its research agenda. She has testified before state legislatures, spoken about economic mobility at conferences and conducted numerous press interviews.

Prior to her current position, Currier was acting CEO at Women Work! The National Network for Women’s Employment, overseeing the organization’s efforts to promote women’s and families’ economic security.

MICHAEL FORD, founding director, Center for the Study of the American DreamFord leads Xavier University’s Center for the Study of the American Dream in its mission to study the history of the Dream, examine and report on the state of the Dream, and identify trends and analyze shifts in the future evolution of the Dream. The Center generates significant original research and survey data, and serves as an academic information clearinghouse on the American Dream.

Prior to founding the center, Ford spent nearly 40 years in politics, government and corporate work, serving in nine presidential campaigns and more than 100 gubernatorial, U.S. Senate and House, and mayoralty races across the country. He was executive assistant to the governor of Ohio and chief of staff to the mayor of Cincinnati. He also served as senior adviser to the EVP for Internet operations at Citibank, has worked with a number of Internet startups and is founder of GeniusRocket.com, a user-generated advertisement platform.

MELISSA LAVIGNE-DELVILLE, VP of trends and strategic insights, NBCUniversalAs an expert on consumer culture and trends, Lavigne-Delville guides NBCU’s marketing partners through today’s rapidly changing technology, media and cultural landscape, ensuring they find the most resonant ways to communicate and the most effective places to connect. Before joining NBCU, Lavigne-Delville was managing director of The Intelligence Group, the youth trend and marketing division of Creative Artists Agency, working on research and consulting projects with clients including Procter & Gamble, BBC Worldwide, Microsoft, HBO, Nike and Target. She also headed The Intelligence Group’s

monthly trend seminars. Prior to this, she was director of a New York fashion‐forecasting firm, and a merchant and youth culture expert for Urban Outfitters. She is currently pursuing a master’s in trend research at New York University.

48

APPENDIX: MORE ABOUT OUR EXPERTS/INFLUENCERS (cont’d.)

JOHN ZOGBY, founder, Zogby PollFounder of the Zogby Poll, Zogby is currently engaged in his fifth presidential election as a national pollster and analyst. With 24 years of experience as a professor of American history and politics, Zogby has delivered more than 100 speeches, public lectures and salon sessions each year since 1999. He writes a weekly column for Forbes.com, a weekly report card on President Obama’s performance for The Washington Times and a monthly column for Politics magazine. His work has also been featured in op-ed pages worldwide. Zogby’s book The Way We’ll Be: The Zogby Report on the Transformation of

the American Dream was published in 2008.

Image credit: Marian Berelowitz

ADDITIONAL CHARTSAPPENDIX:

http://www.flickr.com/photos/melon/311990211/in/set-72157594402393063/

50

APPENDIX: ADDITIONAL CHARTS

Finding happiness

Freedom from fear of

oppression

Personal independence

Finding spiritual

fulfillment

Fulfilling my potential

Having enough to give to

charity

Home ownership

Making it to the top

Freedom to be able to go anywhere

you want

Social recognition and status

Success on my own terms

Freedom of speech

87

7787

6586

6384

6384

5484

82

95

9195

8095

7593

6192

4990

92

FIGURE 1A:

What the American Dream means generallyPercentage who say each of these factors is a big part of what the American Dream is today

2012 2008

51

APPENDIX: ADDITIONAL CHARTS (cont’d.)

FIGURE 1B:

The Dream’s key traits (2008)This word cloud is based on open-ended responses to the question “What does the phrase ‘the American Dream’ mean to you?” The relative size of each word is based on the frequency with which it was cited; we stripped out the words “American” and “Dream.”

52


Financial security A second chance

Being able to save money

Being able to invest money

A comfortable lifestyle

Being my own boss

A better life for my children

Becoming wealthy

Equal opportunity

Being able to afford/acquire

luxury goods

A college education

Access to easy credit

Being able to get ahead

based on merit alone

Becoming famous

90 73

88 71

87 63

83 58

82 57

79 54

79 25

96 84

93 74

94 67

91 55

90 59

85 50

82 20

FIGURE 1C:

What the American Dream means personallyPercentage who say each of these factors is a big part of what the American Dream means to them personally

2012 2008

53


Determination Sticking to principles

Hard work Honesty

Discipline Risk-taking

Self-belief Entrepreneurial spirit

Intelligence Relentlessness

Hope/optimism Aggressiveness

Imagination Religious faith

91 84

90 84

90 81

89 81

89 77

87 75

86 50

98 89

97 88

96 89

95 89

94 85

93 87

91 61

FIGURE 1D:

Traits needed to achieve the DreamPercentage who say each factor contributes to achieving the American Dream

2012 2008

54


39

18

29

Entitlement

14

26

38

24Consumption

12

32

35

22Fame

11

17

29

32Equality

22

10

15

37Perseverance

38

12

15

36Optimism

37

7

13

37

With hard work, anyone can succeed

43

23

10

32Bravery

34

11

16

37Pride

36

13

16

30Community

41

9

16

41Hope

33

8

16

37Family*

40

FIGURE 2A:

Defining the American Dream: today vs. yesterday (2012)Percentage who say each factor better fits with what the American Dream means today or meant in the past

Past Present Fits both Doesn’t fit either

8

17

42Determination

33

14

17

30

Middle- class values

39

13

17

29

Success based on merit

41

8

17

42Freedom*

34

*Not asked in 2008

55


6

14

45Perseverance

36

5

14

44Optimism

36

5

10

42

With hard work, anyone can succeed

43

20

11

31Bravery

37

35

16

32

Entitlement

17

27

41

22Consumption

10

31

39

19Fame

11

14

36

29Equality

21

9

13

39Pride

39

13

13

30Community

43

6

13

47Hope

35

FIGURE 2B:

Defining the American Dream: today vs. yesterday (2008)Percentage who say each factor better fits with what the American Dream means today or meant in the past


5

12

48Determination

35

12

16

28

Middle- class values

44

10

16

30

Success based on merit

44

56


37

33

14

Making a lot of money

17

12

23

47Owning a car

18

19

14

20

Maintaining traditional

gender roles

48

8

26

46

Succeeding professionally

19

21

19

32

Helping the less fortunate

28

27

14

30

Serving in the military

29

13

25

38

Being able to exercise your civil liberties

24

15

17

32

Paying off a mortgage

36

21

12

28

Attending religious services

39

8

24

43

Getting a good education

25

7

16

45

Owning your own home

32

10

12

44

Having a family

34

12

23

37

Running your own business

28

7

15

47

Securing a good future

for your children

31

17

11

33

Getting married

38

FIGURE 2C:

Markers of the American Dream: today vs. yesterdayPercentage who say each factor better fits with what the American Dream means today or meant in the past*


*Not asked in 2008

57


Millennials (18-34) Republican <$40,000

Gen Xers (35-47) Democratic $40,000–

$69,999

Boomers (48-67) Other $70,000+

Silents (68+)

32 23 33

34 33 32

34 35 28

19

23 13 29

24 27 24

25 28 15

12

FIGURE 4A:

Dead or alive? Percentage who agree that the American Dream is dead

2012 2008

GENERATION POLITICAL AFFILIATION INCOME LEVEL

58

APPENDIX: TOPLINE FINDINGS FROM 2008

As Barack Obama and John McCain vied for the presidential election in 2008, with evidence of a global recession appearing, we sought to better understand the state of the American Dream: to explore its components, how its definition had changed and how it had remained constant, and the ways in which different cohorts understood and lived it.

The following are the topline conclusions from our 2008 study.

The American Dream may be alive, but it’s not so well—especially for women. Only a slim majority of Americans agree that the American Dream is alive and well, while a little over a quarter disagree. Women are significantly less likely than men to say it’s alive and well.

Money may not buy happiness, but these two elements are core to Americans’ definition of the American Dream. This is especially true for the younger generations, who learned about struggles for freedom of speech and freedom from oppression in history books. This is less the case with the oldest generation surveyed, who equate the Dream more with basic freedoms. Boomers act as a bridge between the past and the future.

The American Dream is different than what it used to be. When asked which elements of the American Dream belong more to the past or to the present, Boomers and Gen Xers tend to see two primary elements as fitting more with the past: success based on merit and middle-class values. For all but the oldest generation, community is also more of the past. The emphasis of the American Dream has shifted to consumption and recognition.

Determination, perseverance, hope and optimism remain intrinsic to the American Dream. The most enduring elements of the American Dream both past and present revolve around a gritty, keep-on-keeping-on spirit and an outlook that expects the best. However, substantial minorities of Americans see these elements as being more of the past than the present.

What Americans see as obstacles to the Dream helps shape their political views. It’s widely agreed that it takes individual effort and responsibility to achieve the American Dream, but this attitude is much more prevalent among Republicans. Democrats are most likely to see outside factors like rising costs as obstacles.

59

APPENDIX: TOPLINE FINDINGS FROM 2008 (cont’d.)

The American Dream is seen as harder to achieve today than in past decades. Americans see the ’50s and ’60s as the American Dream’s halcyon days, although not surprisingly, black Americans—who lived in a largely segregated, discriminatory society at the time—diverge from this view.

Reverence for the American Dream rises with age. An average of nearly 20 percentage points separates the oldest generation surveyed from the Millennials on positive statements about the American Dream.

The U.S. is still the land of opportunity. Every age cohort rates the U.S. as a land of opportunity—by a large margin relative to other countries—with only developed nations coming remotely close and developing ones well behind.

Americans believe their country is more concerned with helping immigrants and other countries achieve their version of the American Dream than with helping its own citizens. There is a feeling that immigrants—especially illegal immigrants—are making it difficult for long‐established citizens to achieve the Dream. Yet Americans still understand the lure of the U.S. for immigrants, although that understanding declines with age.

The new president must reinvigorate the Dream. Very few Americans believe the federal government is doing all it can to help them achieve the American Dream, and almost half believe government policies are getting in the way. They feel the Bush administration has made it harder for most people to achieve the Dream, aside from the wealthy.

60

THANK YOU

466 Lexington Avenue New York, NY 10017

www.jwt.com | @JWT_Worldwide www.jwtintelligence.com | @JWTIntelligence www.anxietyindex.com | @AnxietyIndex

Written by Will Palley Marian Berelowitz

Edited by Marian Berelowitz

Director of trendspotting Ann M. Mack

Proofreader Nicholas Ayala

Contributors Sarah Siegel Alexandra Stieber

SONAR™ Mark Truss Karen Montecuollo

Design Peter Mullaney

Ann M. Mack 212-210-7378 [email protected] @annmmack

Will Palley 212-210-7225 [email protected] @wpalley

JWT: JWT is the world’s best‐known marketing communications brand. Headquartered in New York, JWT is a true global network with more than 200 offices in over 90 countries employing nearly 10,000 marketing professionals.

JWT consistently ranks among the top agency networks in the world and continues a dominant presence in the industry by staying on the leading edge—from producing the first‐ever TV commercial in 1939 to today, developing award‐winning branded content for brands such as Johnson & Johnson, Diageo’s Smirnoff, Macy’s, Ford and HSBC.

JWT embraces a “worldmade” philosophy, making things inspired by the world through blending technological innovation with international imagination.

JWT has forged deep relationships with clients including Bayer, Bloomberg, Brand USA, Cadbury, Diageo, DTC, Ford, HSBC, Johnson & Johnson, Kellogg’s, Kimberly-Clark, Kraft, Nestlé, Nokia, Rolex, Royal Caribbean, Schick, Shell, Unilever, Vodafone and many others. JWT’s parent company is WPP (NASDAQ: WPPGY).

JWTIntelligence: JWTIntelligence is a center for provocative thinking that is a part of JWT. We make sense of the chaos in a world of hyper-abundant information and constant innovation—finding quality amid the quantity.

We focus on identifying changes in the global zeitgeist so as to convert shifts into compelling opportunities for brands. We have done this on behalf of multinational clients across several categories including pharmaceuticals, cosmetics, food, and home and personal care.

© 2012 J. Walter Thompson Company. All Rights Reserved.

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