The Way We'll Be

May 12, 2008
Renowned political pollster Zogby distills a lifetime of surveying public opinion into a provocative—and heartening—portrait of American attitudes toward a host of topical issues that will shock cynics who regularly pronounce on the nation's divisions, apathy and appetite for excess. “The bullshit era is over and done,” Zogby notes; his surveys reveal a public craving for truth rather than hype, valuing thrift over luxury and ready to accept limits on consumption. A “New American Consensus” is emerging, according to the author; shared economic hardships are uniting people commonly perceived to be at odds, and self-defined identities such as “investor” are becoming more reliable predictors of worldviews than race or gender. The author reserves particular enthusiasm for the younger generation, whose responses reveal an unprecedented embrace of diversity, sensitivity to global human rights and a willingness to grapple with complex issues—such as abortion—free from orthodoxy and with a desire to find middle ground. “The American Century is over,” Zogby declares, “and the Whole Earth Century has begun”; his intriguing claims will likely stimulate hope and continued debate.

July 15, 2008
Pollster Zogby (CEO, Zogby Int'l.) synthesizes several years' worth of polling data across a wide variety of topics to paint a picture of today's American culture. In other words, he's not just discussing political polling here. After explaining the art and science behind polling, he goes on to argue for a new American consensus, one that he believes is emerging. He identifies and discusses four "meta-movements" that he thinks represent new definitions of the American dream, much different from the material prosperity that defined the good life for previous generations. He then details these meta-movementsliving with limits, embracing diversity, looking inward, and demanding authenticity, discussing poll results on everything from how long Americans expect to live to whether or not scientists should bring back extinct dinosaurs. While Zogby's conclusions seem neither unfounded nor unreasonable, it is difficult to see how he can legitimately tease so much "why" out of polling numbers that simply demonstrate "what". The poll data in the book will likely be of general interest, and his text boxes of summarized marketing tips following each chapter will be useful for those seeking to find new ways of reaching the kinds of American consumers Zogby has described. Recommended for business collections and corporate libraries.Elizabeth L. Winter, Georgia Inst. of Technology, Atlanta

Copyright 2008 Library Journal, LLC Used with permission.

July 1, 2008
Prominent pollster Zogby paints a current picture of the American dream that is based on thousands of polls and surveys and reflects an overall collapse of trust in our leaders and leading institutions. He concludes that Americans are increasingly learning to live with limits on everything, from resources to global power; younger adults are comfortable with diversity and participating in a global world; materialism is becoming less important to more people; and Americans are demanding authenticity in politics and commerce. Zogby considers his polling resultsa glimpse of the future, especially generational shifts in attitudes, preferences, and beliefs. Interesting trends within the various age groups polled indicate Americans are now defining themselves less by their paid work and more by who they are, and the church of the future will not be the megachurch but a smaller, more intimate experience of religion. This is an excellent book with a valuable perspective on current American thought and important information for marketers as they seek to understand consumers buying behavior.(Reprinted with permission of Booklist, copyright 2008, American Library Association.)