Synopses & Reviews
According to super pollster John Zogby, whom
The Washington Post calls “the maverick predictor,” the conventional wisdom about the United States-that were isolated from the world, politically fragmented, and inclined toward material pleasure-isnt just flawed; it may be 180 degrees from the truth. In this far-reaching and illuminating look at contemporary American life, Zogby reveals nothing less than
The Way Well Be. Drawing on thousands of in-depth surveys conducted especially for the book, Zogby points out where were headed-politically, culturally, and spiritually.
The American dream is in transition; it is rapidly being redefined by four meta-movements: living with limits as consumers and citizens; embracing diversity of views and ways of life; looking inward to find spiritual comfort; and demanding authenticity from the media, our leaders, and leading institutions. Spearheaded by todays eighteen-to-twenty-nine-year-olds-the “First Global” generation-Americans are becoming more internationalist, consensus-oriented, and environmentally conscious and less willing to identify themselves by the things they do to earn or spend their money. But this is more than a youth tide. Americans of all ages are moving beyond old divides-red state/blue state, pro-life/pro-choice, beer drinker/wine connoisseur-to form a new national consensus that will shape the nation for decades to come.
Zogbys cogent analysis of the data yields an astonishing perspective on Americans thoughts, feelings, and beliefs, now and in coming years. Understanding this emerging reality will be key for
• leaders in all fields who want to reach audiences that are more media-savvy, better informed, and more technologically enabled than ever before
• individuals in search of rewarding and fulfilling careers in tomorrows growth fields
• politicians and CEOs looking to marry policies and practices to the rising demand for social responsibility
• anyone who wants to market to the emerging new American consensus
Beyond telling a fascinating story, the conclusions in this book are a must-read for everyone from Main Street to Madison Avenue to Capitol Hill. Filled with expert analysis and insight from one of todays most successful predictors and trend spotters, The Way Well Be will redefine how we view Americas future.
Review
"[A]n excellent book with a valuable perspective on current American thought and important information for marketers as they seek to understand consumers' buying behavior." Booklist
Review
"The poll data in the book will likely be of general interest, and his text boxes of summarized marketing tips following each chapter will be useful for those seeking to find new ways of reaching the kinds of American consumers Zogby has described. Recommended." Library Journal
Synopsis
According to super pollster John Zogby, whom the
Washington Post calls "the maverick predictor," the conventional wisdom about the United States that we're isolated from the world, politically fragmented, and inclined toward material pleasure isn't just flawed; it may be 180 degrees from the truth. In this far-reaching and illuminating look at contemporary American life, Zogby reveals nothing less than
The Way We'll Be. Drawing on thousands of in-depth surveys conducted especially for the book, Zogby points out where we're headed politically, culturally, and spiritually.
The American dream is in transition; it is rapidly being redefined by four meta-movements: living with limits as consumers and citizens; embracing diversity of views and ways of life; looking inward to find spiritual comfort; and demanding authenticity from the media, our leaders, and leading institutions. Spearheaded by today's eighteen-to-twenty-nine-year-olds the First Global generation Americans are becoming more internationalist, consensus-oriented, and environmentally conscious and less willing to identify themselves by the things they do to earn or spend their money. But this is more than a youth tide. Americans of all ages are moving beyond old divides red state/blue state, pro-life/pro-choice, beer drinker/wine connoisseur to form a new national consensus that will shape the nation for decades to come.
Zogby's cogent analysis of the data yields an astonishing perspective on Americans' thoughts, feelings, and beliefs, now and in coming years. Filled with expert analysis and insight from one of today's most successful predictors and trend spotters, The Way We'll Be will redefine how we view America's future.
Synopsis
Eminent pollster Zogby offers this illuminating, fact-filled look at the changing nature of the American Dream and how this is influencing everything from the politicians people vote for to the goods and services they buy.
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About the Author
John Zogby is the president and CEO of Zogby International, whose many media and business clients include Reuters, NBC News, MSNBC, the New York Post, C-SPAN, Gannett News Service, IBM, MetLife, and Microsoft. He is a regular contributor to network television news broadcasts and has been a frequent guest on Today, Hardball with Chris Matthews, and The Daily Show with Jon Stewart. His writing has appeared in many publications, including The New York Times and The Wall Street Journal. A frequent lecturer and panelist, he is married to Kathleen Zogby, a retired special education teacher, and has three sons, Jonathan, Benjamin, and Jeremy. He lives in Utica, New York.