Findings from a brand new examine reveal that multicultural Americans have robust religion in the “American Dream.” In reality, 78% of Black, Asian, and Hispanic American shoppers say they’ve achieved or consider they will obtain the American Dream, as in comparison with 69% of White shoppers.
This is in accordance with the just-released annual report titled “America Now 2022: Harnessing American Identity to Navigate Social Issues,” produced by cultural intelligence firm, Collage Group.
The report notes that 25% of Asian shoppers and 21% of Hispanics shoppers stated that they’ve already achieved the American Dream. Add to that, one other 60% of Hispanic Americans, and 59% of Black Americans, responded that though they haven’t but obtained the American Dream, they belief that they will nonetheless attain it.
“Both Hispanic and Black Americans are more confident about their futures in comparison to other American segments, and this conviction translates to their faith in pursuing and achieving the American Dream,” stated Jack Mackinnon, Senior Director of Cultural Insights at Collage Group. “We also allowed people to select what they think constitutes the American Dream and notably, most Americans define the Dream in practical terms, like owning a home, being able to retire, freedom to live how they want, and a stable family life.”
Conversely, White Americans weren’t as optimistic, as 12% answered that they might now not obtain the American Dream. Moreover, White respondents tied with Black Americans in a single space, as 20% from every demographic stated the American Dream was by no means attainable, no matter how exhausting they labored towards realizing the Dream.
The examine discovered that total, Americans are “quite proud of their country,” with 75% of these polled answering that they’re proud to be an American. At 79%, White Americans led all racial and ethnic segments on this specific discovering. In phrases of age, Boomers are the proudest with 88% saying they’re pleased with their nation.
Most Americans, to the tune of 65%, stated that they consider the United States is the greatest nation in the world. White Americans led on this class as properly, with 69% sharing this attitude. By technology, once more Boomers led the method as 82% stated the U.S. is the greatest nation.
By distinction, youthful generations are far much less more likely to agree the U.S. is the greatest nation. Sixty-eight p.c of Gen Xers stated the U.S. is the greatest, 59% of millennials, however solely 36% of Gen Z.
“Gen Z Americans have a wholly unique take of American exceptionalism, but that doesn’t mean they don’t appreciate the country,” defined Mackinnon. “This generation has had access to greater diversity and a more global perspective from an earlier age than older Americans.”
“Because of these circumstances, this generation is more likely to look outward, and that comes with a more tempered view of their own country’s place in the world.”
The Collage Group report additionally delved into prevailing social and political points, discovering that multicultural shoppers are the most involved about gun violence. Among Black shoppers, 80% stated gun violence is severe or a really significant issue. Seventy seven p.c of Asian shoppers, and 75% of Hispanics shoppers, agreed.
Black and Hispanic shoppers have been additionally in sync by way of racism being a high-ranking space of concern, with 77% and 68% respectively, citing it as severe or very severe.
“Not only do multicultural Americans see racism as a critical issue, but it’s also an area where they want brands to engage,” stated Mackinnon. “We see this from younger Americans, too, and in fact, 65% of Gen Zer’s say that racism is a serious issue to them.”
Collage Group’s David Evans, Chief Insights Officer, concludes that manufacturers ought to pay shut consideration to the advanced mixture of perceptions throughout various segments. Brands, he says, should give attention to insights pertaining to America, in addition to the points Americans care about and the place they present concern.
“While Hispanic, Black, and Gen Z Americans are those most likely to say, ‘we want to see brands engaging in a set of topics we care about,’ – such as racism or climate change – we also see these demographics are engaged and positive about the American Dream in surprising, if not counter-intuitive ways,” stated Evans. “Brands need to do the research to understand this phenomenon and how they can activate successfully in this context.”
About America Now
Updated yearly, Collage Group’s America Now analysis reveals Americans’ stances on main points together with race relations, abortion, local weather change, LGBTQ+ rights, and challenges with private funds and inflation.
Further, America Now unveils how various shopper segments reply to the central concepts which have pushed advertising and marketing for many years, resembling the perception in the American Dream. In a time of radical cultural transformation, the analysis offers insights on how manufacturers can activate various segments with these core concepts in flux.
About Collage Group
Collage Group is the main supply of cultural intelligence about various shoppers to greater than 250 of America’s iconic manufacturers throughout 15 industries. For greater than 10 years, Collage Group has developed shopper insights throughout race and ethnicity, technology, sexual id, gender and parent-child relationships with a give attention to high-growth shopper segments. Members of the Collage Group Cultural Intelligence Programs–Multicultural, Generations, LGBTQ+ & Gender and Parents & Kids–have entry to 10+ years of shopper insights and 350+ research with new information unveiled weekly. Learn extra about why America’s iconic manufacturers flip to Collage Group for various shopper insights and greatest practices.
