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. 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 tomorrow’s 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 today’s most successful predictors and trend spotters, The Way We’ll Be will redefine how we view America’s future.
From the Hardcover edition.
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|Title of eBook: The Way We'll Be|
|Release Date: 08-12-2008|
|Allowed Countries (hover)|
|Publisher: Random House Publishing Group|
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|Parent title||The Way We'll Be|
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The Way We'll Be
The Art, Science, and
Power of the Poll
Most people think of me as a political pollster, and rightly so. Much of my public profile is tied to politics, especially during presidential and congressional campaigns. But politics makes up less than a quarter of the work I do. The overwhelming majority of my professional time is devoted to measuring and interpreting public opinion for corporations and other business interests and for professional organizations. While voters get to vote only once or twice a year, consumers vote with their wallets every day.
Besides, as different as they might seem, political and consumer polling are pretty much the same thing. In both instances, we make choices based not just on price and value, or promises and policy, but on unconscious signals that we receive and interpret to satisfy our unconscious selves. Business leaders and politicians often miss this essential point. Our minds think in similes and metaphors-we search for comparisons with which we are comfortable to help us understand the unknown. To get to this deeper level of decision- making, good survey research goes beyond simply asking respondents if they prefer Product A or B, or Candidate C over Candidate D.
Good research has to include creative questions that tease out the public's deeper values and identities, and the questions themselves need to avoid whenever possible charged phrasing that can badly skew responses. That's particularly true with political polling. As George Lakoff shows so effectively in Don't Think of an Elephant, controlling the language on key issues gives a party a big leg up in controlling voter response. If we had as