the global dream

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Image credit: The Shopping Sherpa January 2013 THE GLOBAL DREAM

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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.

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Page 1: The Global Dream

Image credit: The Shopping Sherpa

January 2013

THE GLOBAL

DREAM

Page 2: 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

Page 3: The Global Dream

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?

Page 4: The Global 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

Page 5: The Global Dream

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?

Page 6: The Global 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.

Page 7: The Global Dream

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.”

Page 8: The Global Dream

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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.

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