Lost your crystal ball? Let John Zogby tell you where you - and the rest of America - are going. One of the nation's foremost pollsters, Zogby uses information he's collected from everyday Americans to make startling conclusions about how the desires of 21st-century Americans have changed - and where those changes will take us in the years to come. Zogby sees upcoming generations of Americans who are willing to live with fewer material comforts, expect more cultural diversity, and demand more authenticity from their politicians, their national culture, and their communities. Narrator Dick Hill's lively reading brings home Zobgy's point that polling data doesn't just sketch our demographic and socioeconomic portrait; it gives us a glimpse into our changing national soul.
Zogby gets to the bottom of this topic by doing what he does best: conducting and analyzing surveys. The conclusions outlined in The Way We'll Be are drawn from literally thousands of polls posed to the broadest possible cross-section of Americans since the 1960s.
However, Zogby's complex research techniques are nowhere near as astounding as his conclusions: that the American Dream is in great transition and that a new American consensus is building. According to Zogby, four meta-movements are redefining what we want, what we expect of our leaders, and what we hope for:
Zogby concludes his discussion of each movement with a list of "rules" for businesses looking to sell everything from automobiles to political candidates.
Very disappointing. Zogby never goes beyond all his data to draw the insightful connections or provide the penetrating analysis that I was looking for. Yes, his central theme that American's are now living within an age of limits is a strong observation (and backed up with data) - but I was left wondering what are the larger forces that have caused this shift. Mark Penn's book Microtrends is a much better book - as by slicing the world in smaller segments he is able to tell a deeper and more satisfying story.
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