The Future of Ambition:

Americans Reimagine Success & Meaning In Their Lives

Do you know what motivates Americans today? This report examines trends marketers need to know to understand consumers’ evolving desires and beliefs when it comes to personal ambition, success, and happiness.

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The Future of Ambition

In only three years, we’re learning the events of these unprecedented times weren’t an inflection point of change alone. They were an acceleration into redefining how we want to live, what we desire, and what personal happiness means to each of us.

The Harris Poll Thought Leadership Practice presents “The Future of Ambition,” which captures 3 value shifts defining consumers’ modern ambition.

The goal of this research is to help brands and marketers intelligently understand the shifting values, mindsets, and behaviors that are driving consumers as they architect their futures. Within this report, you’ll find new insight and data on:

  1. Redefinition of consumer goals and priorities
  2. Recalibration around personal currency and ambition
  3. Reimagination of lifestyles, optimism, and outlooks 
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This report is based on a custom survey that was conducted online within the United States by The Harris Poll between April 7-10, 2022, among 2,121 adults aged 18 and over. We also conducted salon sessions March 24-25, 2022, which focused on what it means to live a well-lived life.

For more information about this survey, contact us.

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