the global dream
Post on 21-Oct-2014
6.799 views
DESCRIPTION
Ahead of the 57th presidential inauguration, JWT conducted a survey exploring how the principles of the American Dream echo across borders. This report outlines the survey findings, concluding that a national ideology like the American Dream is not unique to America: Almost 9 in 10 of the 5,625 people in 25 countries that JWT surveyed reported components key to their nation’s Dream that align with factors considered key to the American Dream.TRANSCRIPT
Image credit: The Shopping Sherpa
January 2013
THE GLOBAL
DREAM
THE GLOBAL DREAM
What: Quantitative study conducted using SONAR™, JWT’s proprietary online research tool.
Who: 225 adults 18+ in each market:
When: Oct. 1–10, 2012
METHODOLOGY
1
Data is weighted by age and gender to census figures in each market, except where Internet penetration is less than 40% (annotated with * above). Low penetration markets are weighted to be representative of the Internet population in these markets.
Canada
Mexico
North America
Argentina
Brazil
Colombia
South America
Finland
France
Germany
Italy
Spain
United Kingdom
Western Europe
Czech Republic
Russia
Eastern Europe
Egypt*
Saudi Arabia
South Africa*
Middle East/Africa
China*
Hong Kong
Japan
South Korea
North Asia
Australia
India*
Indonesia*
Singapore
Thailand*
South Asia
THE GLOBAL DREAM
THE AMERICAN DREAM IS A HUMAN TRUTH THAT AMERICANS HAVE BRANDED. ASPIRATIONS OF PERSONAL ACHIEVEMENT ARE UNIVERSAL.
2
*Those reporting at least one component of the American Dream in their country.
Whether Have Own Version of American Dream*96
94
94
94
93
93
92
91
91
90
89
89
89
88
88
87
87
85
84
84
83
80
79
79
71
China
Finland
Mexico
Indonesia
Colombia
Russia
Hong Kong
Thailand
Brazil
India
Canada
Japan
Spain
South Korea
Argentina
Australia
Egypt
Singapore
Czech Republic
Saudi Arabia
Germany
Italy
France
South Africa
United Kingdom
Q. In America, there is a national idea called the “American Dream” that makes people believe that if you work hard enough and stay focused, you can achieve anything. Which of the following, if any, are part of your country’s Dream?
THE GLOBAL DREAM
STATEMENT GUIDE
3
MERITBeing able to get
ahead based on merit alone
Equal opportunity no matter your background
PERSONAL STRIVINGA better life
for my children
Being my own boss
Personal independence
A comfortable lifestyle
SELF- ACTUALIZATION
A second chance at life
Finding happiness
Finding spiritual fulfillment
Fulfilling my potential
SOCIAL CLIMBING
Becoming famous
Making it to the top
Social recognition and status
SOCIETAL FREEDOM
Freedom from fear of oppression
Freedom of speech
Freedom to be able to go anywhere you want
WEALTH ACCUMULATIONBecoming wealthy
Being able to afford and/or acquire luxury goods
THE GLOBAL DREAM
THIS DREAM IS MULTIFACETED. ACROSS THE GLOBE, SEVERAL KEY COMPONENTS COMPRISE THIS ETHOS.
4
Components of “The Dream”
51
50
47
47
47
45
41
37
37
37
36
35
34
32
30
30
29
24
A comfortable lifestyle
A better life for my children
Freedom to be able to go anywhere you want
Finding happiness
Freedom of speech
Personal independence
Equal opportunity no matter your background
Becoming wealthy
Fulfilling my potential
Being my own boss
Social recognition and status
Being able to get ahead based on merit alone
Freedom from fear of oppression
Making it to the top
Being able to afford and/or acquire luxury goods
Finding spiritual fulfillment
A second chance at life
Becoming famous
Personal Striving
Personal Striving
Societal Freedom
Self-Actualization
Societal Freedom
Personal Striving
Merit
Wealth Accumulation
Self-Actualization
Personal Striving
Social Climbing
Merit
Societal Freedom
Social Climbing
Wealth Accumulation
Self-Actualization
Self-Actualization
Social Climbing
Q. In America, there is a national idea called the “American Dream” that makes people believe that if you work hard enough and stay focused, you can achieve anything. Which of the following, if any, are part of your country’s Dream?
THE GLOBAL DREAM
GLOBALLY, PERSONAL STRIVING AND SOCIETAL FREEDOM GO HAND IN HAND.
5
Pillars of “The Dream”
46
43
38
36
34
31
Personal Striving
Societal Freedom
Merit
Self-Actualization
Wealth Accumulation
Social Climbing
Q. In America, there is a national idea called the “American Dream” that makes people believe that if you work hard enough and stay focused, you can achieve anything. Which of the following, if any, are part of your country’s Dream?
Wealth accumulation is as much a part of the Dream as higher-order Self Actualization.
THE GLOBAL DREAM6
BrazilChinaSingaporeRussiaThailandArgentinaColombiaCzech RepublicEgyptIndiaItalyMexicoSpainSaudi ArabiaSouth KoreaFinlandAustraliaCanadaFranceGermanyHong KongIndonesiaSouth AfricaUnited KingdomJapan
Personal StrivingPersonal StrivingPersonal StrivingPersonal StrivingPersonal StrivingPersonal StrivingPersonal StrivingPersonal StrivingPersonal StrivingPersonal StrivingPersonal StrivingPersonal StrivingPersonal StrivingPersonal StrivingSelf-ActualizationSocietal FreedomSocietal FreedomSocietal FreedomSocietal FreedomSocietal FreedomSocietal FreedomSocietal FreedomSocietal FreedomSocietal FreedomWealth Accumulation
MeritMeritMeritSelf-ActualizationSocial ClimbingSocietal FreedomSocietal FreedomSocietal FreedomSocietal FreedomSocietal FreedomSocietal FreedomSocietal FreedomSocietal FreedomWealth AccumulationSocietal FreedomMeritPersonal StrivingPersonal StrivingPersonal StrivingPersonal StrivingPersonal StrivingPersonal StrivingPersonal StrivingPersonal StrivingSelf-Actualization
#1 Pillar #2 Pillar
IN MANY EMERGING MARKETS, “THE DREAM” IS CLOSER TO HOME, WHEREAS IN MANY DEVELOPED MARKETS, SOCIETAL FREEDOM IS THE MOST IMPORTANT PART OF THE “THE DREAM.”
8
THANK YOU
466 Lexington Avenue New York, NY 10017
www.jwt.com | @JWT_Worldwide www.jwtintelligence.com | @JWTIntelligence www.anxietyindex.com | @AnxietyIndex
Director of trendspotting Ann M. Mack
Senior Trends Strategist Jessica Vaughn
SONAR™ Mark Truss Karen Montecuollo
Editor Marian Berelowitz
Proofreader Nicholas Ayala
Design Peter Mullaney
Ann M. Mack 212-210-7378 [email protected] @annmmack
Mark Truss 212-210-5699 [email protected]
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. 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, Macy’s, Nestlé, Nokia, Rolex, Royal Caribbean, Schick, Shell, Smirnoff, Unilever, Vodafone and many others. JWT’s parent company is WPP (NASDAQ: WPPGY). For more information, please visit www.jwt.com and follow us @JWT_Worldwide.
© 2013 J. Walter Thompson Company. All Rights Reserved.
The Global Dream Contact