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The Way We'll Be: The Zogby Report on the Transformation of the American Dream | 
| Author: John Zogby
Publisher: Random House
Category: Book
List Price: $26.00
Buy New: $15.48
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Avg. Customer Rating:  17 reviews
Sales Rank: 4581
Media: Hardcover
Number Of Items: 1
Pages: 256
Shipping Weight (lbs): 3
Dimensions (in): 9.4 x 6.1 x 1
ISBN: 1400064503
Dewey Decimal Number: 306.097309045
EAN: 9781400064502
ASIN: 1400064503
Publication Date: August 12, 2008
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Shipping: International shipping available
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Product Description
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.
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| Customer Reviews: Read 12 more reviews...
 Upbeat future October 12, 2008
Heard author's interview on the Radio (NPR) and liked the upbeat information on how the country is changing. Most of the time you hear about the wingnuts of the left and right. This was a positive message and based on facts. The only reason I did not give it five stars is the small amount of "inside the industry" (polling) that felt like filler. More info would have been better. But really liked the book and its factual information.
 Analysis needed September 21, 2008
1 out of 2 found this review helpful
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.
 Poll Answer Trends Extrapolated into Future Life Styles and Attitudes September 18, 2008
2 out of 4 found this review helpful
Naturally, you would expect a pollster to take poll answers and try to use them to predict the future: That's how pollsters make a living. Interestingly, their predictions quickly fall apart when the future is more than a few days away. That should be a hint that polls are a weak basis for looking at longer-term trends.
If you had polled teenagers in the sixties, you would have extrapolated their poll answers into having a country filled with wild livers among the following generations.
Each person is formed by events, reactions to events, the passage of time, and learning. Poll answers are a result of those formative influences. If Mr. Zogby can learn how to predict those influencers, then poll answers might have more value.
This book will mostly be of interest to those who don't know very much about how young people think about today's burning questions. If you are a young person, I doubt if you will learn very much except about how polls and poll interpretations are created. If you have young people in your family, you also know what's going on. If you are older and don't have much contact with younger people, you will probably think this is a three or four star book.
I also found lots of little errors in the book that made me wonder how careful a pollster Mr. Zogby is. One of my favorites was a sentence describing how those who were born during World War II were affected by their experiences during the Depression. Hmm. I guess the effects of the outside world on yet-to-be-conceived children are much stronger than I realized.
This was a hard book for me to finish. When I was done, I didn't feel like it was worth the effort.
 polling discoveries support cautious optimism September 18, 2008
2 out of 2 found this review helpful
Disclosure: I'm in a new partnership with Zogby's company, and only read this book because of it -- and was happy to discover that it gave me a sense of optimism about the next powerful generation. It's a fast read: a delightfully straightforward explanation of why polling can be reliable, and why it sometimes is not, precedes an analysis of the newest generation, which is distinguished by significant percentage differences on key issues from the most recent "me" generation. Over half the current 18-29 have passports, way up from prior generations -- and this is an indicator of a completely different self-image -- much more likely to call themselves citizens of the world than of their country, and much more likely to care about global issues.
The Way We'll BE September 17, 2008
An absolute must read for anyone interested in the future of America. Zogby provides extraordinary insights into the interests and values of the next generation. While his focus is on 19-29 year olds, his observations touch all age groups. The key is Zogby's ability to explain one attribute by citing a phenomena extant in another group. His command of the data allows him to make what are truly visionary proclamations.
Any who wants to sell to the public-- whether the idea/item is a political idea, new form of health care, distribution of music, comedy content, university curriculum--MUST READ Zogby's book.
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