The “New American Dream”?

The “New American Dream”?

“For many Americans, the world seems like a markedly different place than it was in 2008. They have experienced a global recession, sweeping changes in technology, and four seasons of Jersey Shore. In the context of all this change, what they want out of this life and what the American dream means for them has changed along with it.”

The writers of this Fast Company article (read it here: http://www.fastcodesign.com/1669195/how-to-keep-your-brand-relevant-in-the-post-occupy-era) go on to argue that “the conversation has turned from having things to doing things.” They proclaim that “suddenly, wealth, property, and an impressive career have become far less important than experiences, recognition, and impact.” They call this the “new American dream” and then say that your organization needs to deliver this new American dream to the new American consumer.

Is this true? Do your younger applicants not want the American dream? Are they not interested in financial security, in buying a house, in buying a car? Anyway, moving on…

The writers provide no statistics that there is a “new American dream.” Just a few images from Occupy protests. Ironically, the image posted is of a protestor that says “y u no share?” This doesn’t sound like a shift in the American dream. This sounds like the person wants their share. It doesn’t sound like they want “experience, recognition or impact.” Not for this protestor at least.

It seems obvious that the “conversation” among young people who are not able to get a decent paying job and are forced to live with their parents after college would turn from “what kind of new car am I going to get,” to “how can I fix the world” out of necessity. They’re saying, “how can I fix the world…for me?” And that’s fine. It’s natural. But let’s be honest about why it’s happening. When there was an abundance of high paying jobs like there were in the Internet craze, young people were grabbing for their slice of wealth. And now that that opportunity is gone, they’re rightly asking and protesting for opportunity.

But to say that Americans now value “access over assets” is naïve and unsupported.

So, what can we take away from this article printed in Fast Company?

1. Fast Company along with other “news” outlets are desperate for content and will grab it from seemingly any branding or design agency wanting to get press.
2. Beware of the hype from Brand Consultants who make claims without substantiation. Folks who specialize in creating hype that gives companies and their executives something to fantasize about during down time.
3. For you, the Hiring Manager, finding young people right out of college who don’t have an entitlement attitude will be important and could be a challenge. I’m saying “could” because I’m not on the frontline, however, I would be interested to know. Hit “Reply” and let me know….

– Charles Drozdyk