Us & The American Dream

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Heidi Hackemer, Strategist at Uberblond shares "Us & The American Dream" at the BOLO 2013 Conference.

Text of Us & The American Dream

  • US & THE AMERICAN DREAMHeidi Hackemer Strategist@uberblond

  • This is a love story

  • Americans are dreamers and believers

  • OpenKindGenerousBelievingClosedAngryFearfulResigned

  • What is the American Dream?

  • The American Dream, the root of our culture, is one of the greatest stories ever

  • (Why not Brazil?)

  • (Why not Brazil?)

  • The American Dream is a social contract between Americans and the government

  • A government of the people, by the people, for the people

  • The government creates the conditions so that individuals can follow their dreams

  • Its a social contract that got perverted

  • Brands, the government & churchesThe 20th century storytellers of the Dream who defined what it is and what it should lead to

  • The American Dream today is white, Christian, linear, heterosexual and all about buying shit.

  • Our promises of consumption are increasingly ringing false

  • Its a social contract that is (nearly) broken.

  • A government of the people, by the people, for the people

  • Weve learned that the Executive branch is fallible

  • Legislative? Yup.

  • But not the JUDICIAL!!!

  • wtf.

  • Income has tumbled since the recession hit, and is still 8.3% below where it was in 2007Since 1967, Americans right in the middle of the income curve have seen their earnings rise 19%, while those in the top 5% have seen a 67% gain

  • According to Labor Department data, about 1.7 million workers earned the minimum wage or less in 2007. By 2012, the total had surged to 3.6 million, with millions of others earning just a few cents or dollars more

  • home ownershipis college even worth it?realities of upward mobilityunemployed 20-somethingsveterans coming home with little supportboarded up Main Streetscatastrophic weather events

  • Heartache in the country

  • sense of lossloss of trustloss in something bigger to believe in

  • yet, despite it all...

    (and this is why this is a love story)

  • Being an American means being a pioneer, being someone that isnt afraid of a challenge.

    Even with everything thats going on, Im still proud of this about us.Were living in America, and thats a dream. Its still the best country on earth.I cant make the politicians stop being idiots, but I can help out at the local soup kitchen and volunteer to coach my kids. So I do.

  • The American Dream might be in peril -the American Spirit is alive

  • Belief and doing is getting local & tangible... because thats what people feel is real

  • what does this have to do with us?

  • Like I said, this is a love story

  • We need to stop fucking around

  • We need to change our stories

  • Our relevance depends on it

  • Orient our brands around a purpose

  • Give our brands a reason for beingnot just a reason for selling

  • Make the world a better place using technological intelligenceLet people live better lives by helping them save moneyDeliver happiness

  • brands with purposetell more honest, provocative, meaningful, fun stories

  • brands with purposetend to make more human, thoughtful, interesting products and experiences

  • brands with purposedo (and not just talk)

  • (check out the work of Stengel and Milward Brown)

  • in closing...

  • With great power comes great responsibility

  • thank you.

  • 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, and be recognized by others for what they are, regardless of the fortuitous circumstances of birth or position.

    James Truslow Adams, 1931