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We are learning to live with limits on everything - from the resources we consume to the exercise of national power abroad.
Led by the youngest adults, we are embracing diversity and redefining ourselves not by nationality but as world citizens.
Simultaneously, more and more of us are rejecting materialism and looking inward for guidance and sustenance.
We are demanding authenticity - in politicians, products, and our daily encounters - like never before.
These are the plate tectonics of American society today, and they define us as much as opening the frontier defined early American settlers. They shape our national character. Zogby concludes his discussion of each movement with a list of "rules" for businesses looking to sell everything from automobiles to political candidates.
Customer ReviewsMost Helpful
By Joshua Kim on 06-10-12
The Way We Won't
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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