What that means for the American workforce and more importantly the American dream
The American dream is a national ethos that has traditionally been the pursuit of prosperity and success. Yet that dream for many in the US is proving hard to achieve. Something that has defined the country and the American people as a whole is being challenged to the core. Americans have always been known to be driven and ambitious to reach insatiable levels of wealth. But the reality today is that a large proportion of Americans, including the middle class, are finding it hard to make ends meet.
Veteran US pollster John Zogby believes that the American Dream is in the process of being redefined. According to him, there is a growing movement of people rejecting materialism and becoming instead secular spiritualists. He explains that the new age mindset is about “being genuine, about achieving a legacy larger than one’s self, about leaving this earth a better place for family, community, and planet”.
Why is materialism being rejected? Here are his reasons.
“Status Anxiety” — Try to keep what you’ve got, let alone purchase more
Today, 35% of people work for less than in their previous job. A growing number of people are afraid of losing their current status, resulting in most changing their goals in life because the traditional materialist goals are simply unreachable. People earn less today despite working harder, so the pursuit of prosperity seems like a long-shot – it’s thus better to try keep what you’ve got. Our research confirms this trend as more than half of working professionals in the US are concerned about job security above any other career aspiration, such as being a leader or manager of people, being entrepreneurial or creative/innovative, being a technical or functional expert, etc. (research taken from Universum’s recent professional survey).
“Baby Boomer self-indulgence” — Find your true purpose and remove material noise
The baby boomers are changing priorities and will reshape America. They will be the first age cohort of one million to reach the age of one hundred. Most baby boomers, unfortunately, will not be able to retire at 65 and will have to continue to work. Yet they will not be working to earn a living per se, instead they will be volunteering to do work that brings self-fulfilment, meets their own requirements and helps them to make their legacy. Aside from the baby boomers, it also includes people that are trying to simplify their lives and rid themselves of the materialist illusion of happiness, i.e. of more stuff equals greater self satisfaction.
Everybody is a global citizen
We have come to realize that the pursuit of materialism is leading to the destruction of our planet. Global warming and environmental catastrophes are no longer isolated problems of one nation or another. Today, everyone is concerned and needs to be held accountable. Consumption for that reason needs to be sustainable and eco-friendly. The transition from the pursuit of materialism to globally conscience citizens is especially embodied by the under-30s. John Zogby describes them as such, “They have passports and have travelled abroad. The world is in the palm of their hands, they are the least likely to say that American culture is superior to other cultures of the world, and they are by far the most likely of any age cohort to call themselves ‘citizens of the planet Earth’”.
A new dream in the making
Mr. Zogby believes that the under-30s or global citizens are “revolutionizing the worlds of work, philanthropy, relationships, governing, and music.” Research shows that contribution to society and sense of purpose is extremely important to the Generation Y cohort. Most employers struggle to address and satisfy this need. Universum’s research shows that 45 per cent of America’s undergraduates choose “To be dedicated to a cause or to feel that I am serving a greater good” as one of their top three career goals (2010 survey results). First comes work-life balance and second is to be secure or stable in my job. Again, it’s a reconfirmation that the American Dream is taking on new meaning.
Even working professionals are changing their perspective on life. Recent research shows that more and more employees are disillusioned: 30 per cent feel overworked and resentful about layoffs; 33 per cent believe they are underemployed or overqualified for their positions; and 23 per cent do not find their work engaging. Moreover, a large proportion of people are half way out the door from their current employer: 25 percent of professionals plan to leave their organization within the next 6 months; another 28 per cent within 1-2 years; and close to 50 per cent of professionals have applied for a new job either internally or externally (Universum’s data). Are Americans looking to achieve the secular spiritualist dream of being true to one’s self and making a significant difference?
Perhaps the American Dream is in the process of creating new meaning and has changed to reflect the current reality that Americans are now confronted with, as Mr. Zogby suggests. Does the end of materialism, however, imply the end to the capitalism? Or are we striving to attain a new version of it, one which is dictated not by maximizing profits and minimizing costs but driven by care and love for society and our planet? Maybe a new dream for everybody is not such a bad idea.