In this research we talked to young teenagers, a notoriously hard to reach audience, about an old topic – The American Dream. We were able to connect with them through our online text-based tool and the incorporation of Pinterest. In using a medium they were comfortable with, the teens opened up about what the American Dream meant to them personally as well as it’s relevancy in today’s world

1. 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.

2. 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 exciting
glimpse into the creative mind
of the Pluralist Generation.
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3. 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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4. The Evolution of the American Dream.
1930’s 1950’s 1970’s
According to historian James Truslow The carefree suburban lifestyle was The Dream was still about peace and
Adams, the American Dream was the the dream for the 50’s. White picket liberties for all, but it was also about
“dream of a land in which life should be fence, apple pie, defined gender roles, exploration. Americans were questioning
better and richer and fuller for every man, and raising good, wholesome children societal norms, inventing, and testing
with opportunity to for each according to defined the decade. boundaries.
his ability or achievement.”
1940’s 1960’s 1980’s and 1990’s
The American Dream in this decade Peace and equality were the two things For much of the 80’s and 90’s the dream
was framed by WWII. It was all about on most Americans’ minds. The Dream was about personal advancement, wealth, and
the hope for peace and having the was less individual oriented, and more power. Fame and fortune was the
typical family – husband, wife, 2 kids, and about our freedoms and harmony on a hope as the mansion replaced the comfy
a dog. larger scale. home on wish lists everywhere.
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5. The American Plurals Have a Realistic Vision of the Future.
Dream Exists, 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
Redefined. 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.
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.
Suburban . Female
8th Grade . Age 13
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6. Plurals Realize That Money Can’t than the generation before them. Few anticipate matching or exceeding
the successes of their parents, a fundamental tenet of the American
Buy Them Happiness. Dream. This paradigm shift is at the root of Plurals’ perspective: while
The desire for wealth is a simple premise, easy to comprehend: if some previous generations came to describe the American Dream as the
money makes us content, then shouldn’t it follow that a lot of money will opportunity to acquire wealth, Plurals describe it as the opportunity
make us ecstatic? As a generation, Plurals say, maybe not. The concept to be happy.
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
To me, success today means
who are miserable in their high-paying jobs. And they’ve seen families suf- being happy in your life, happy
fer the downside of living beyond their means, such as being evicted from family, having a job, just meeting
a home too big for their budget. your goals.
Suburban . Female
9th Grade . Age 14
If I am happy doing the job that
I have, I would consider myself Their definitions of success stem from the desire for personal fulfillment.
successful no matter what type At ages as young as 13, they recognize the importance of individuality and
of job it is. 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 . Male
8th Grade . Age 13
I think the American Dream
How They Live is More Important Than means we can be as different as
we want to be.
What They Own.
Suburban . Female
Born and raised during an economy of enduring uncertainty, the Plurals
9th Grade . Age 14
are the first American generation likely faced with less opportunity
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7. For Plurals, Their Freedoms as Americans 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
Give Them Personal Opportunity. recognize the way the country has changed in the past (and the way it contin-
The freedoms that our founding fathers sought – freedom of speech, free- ues to change) to allow for more inclusion and an abundance of opportunities.
dom of religion, remain the essential part of the American experience for
Plurals. But these young people describe their freedoms as real and per- I think [the Dream] means being able to think about
sonal, not just as esoteric concepts. Rather than speaking in broad terms, an idea and being able to do it with the help of others.
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
Urban . Male
their uniquely personal needs, goals, and desires. Freedom means that they 9th Grade . Age 14
can do what satisfies them as an individual, pursuing the life that makes
them happy. And that promise fills them with hope. 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-
Live the way you want, tries their parents came from. Interestingly, it is from these voices that we
do what you want, think how hear remnants of the old American Dream: to have the material wealth their
you want.
families have never experienced.
Suburban . Female
7th Grade . Age 13
I have a friend whose family moved
from Mexico to my hometown and they
Plurals Feel Strongly About America’s came because her parents wanted a better
education for her […] I think that’s what the
Opportunities and Inclusivity. American dream is - a better way of living.
Suburban . Female
These young people believe strongly in the abundance of opportunities 9th Grade . Age 14
in America; this idea has been maintained from previous generations.
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8. Building a Solid Foundation Comes This Generation is Prepared to Work
Before Settling Down. Hard to Reap Rewards.
Plurals’ dreams for the future are largely consistent: to have a Appreciative of their freedoms, Plurals also understand that nothing
grounded family life and fulfilling work. And though most Plurals comes for free. Although they are not pioneers taming the wilderness,
say that having a family will contribute to their happiness as adults, nor monetarily greedy, the idea that a desirable life comes only to
they agree that creating a financial safety net must come first. those willing to work hard remains an indelible part of the American
Both boys and girls say it’s important to have a career in place Dream for them. Thinking beyond themselves, they go as far as say-
and a solid financial foundation before settling down and having ing it is each citizen’s civic duty to work hard; that each individual’s
children. Many say their parents have impressed these ideals on contribution builds society.
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 Free to accomplish anything
their parents or grandparents. possible if I am willing to
work hard.
I will have a family but
I don’t think it will be for quite a Suburban . Female
while because I want to finish 8th Grade . Age 13
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.
Urban . Male
6th Grade . Age 13
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9. Pinterest Boards: Respondents’ Visualization of The American Dream.
I think American Dream means
that my family and friends
To me, success today means would be able to be safe when
The American Dream is being healthy and
being happy in your life, happy they want to have hobbies.
creative in many ways.
family, having a job, just meeting
your goals. Female . Suburban
Female . Suburban I think it’s cool to see our first black President.
Age 14 . Caucasian
Age 15 . Caucasian It shows people can do anything they put
Female . Suburban
Age 14 . Caucasian their mind to no matter their race.
Female . Suburban
Age 15 . Caucasian
I think Americans have equal Freedom to pursue your own interests
Freedom. treatment and justice for all. College graduation. and lifestyle.
Female . Suburban Female . Suburban Male . Urban Male . Urban
Age 14 . Caucasian Age 15 . Caucasian Age 13 . Caucasian Age 14 . Caucasian
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10. 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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11. 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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