Us & The American Dream
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US & THE AMERICAN DREAM
Heidi Hackemer Strategist
@uberblond
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This is a love story
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Americans are dreamers and believers
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OpenKind
GenerousBelieving
ClosedAngryFearfulResigned
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What is the American Dream?
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The American Dream, the root of our culture, is one of the greatest stories
ever
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(Why not Brazil?)
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(Why not Brazil?)
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The American Dream is a social contract between Americans and the
government
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A government of the people, by the people, for the people
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The government creates the conditions so that individuals can follow their
dreams
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It’s a social contract that got perverted
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Brands, the government & churches
The 20th century storytellers of the Dream who defined what it is and what it should lead to
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“The American Dream today is white, Christian, linear, heterosexual
and all about buying shit.”
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Our promises of consumption are increasingly ringing false
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It’s a social contract that is (nearly) broken.
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A government of the people, by the people, for the people
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We’ve learned that the Executive branch is fallible
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Legislative? Yup.
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But not the JUDICIAL!!!
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wtf.
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Income has tumbled since the recession hit, and is still 8.3% below where it was in
2007
Since 1967, Americans right in the middle of the income
curve have seen their earnings rise 19%, while those in the top 5% have
seen a 67% gain
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According to Labor Department data, about 1.7 million workers earned the minimum wage or less in 2007. By 2012, the total
had surged to 3.6 million, with millions of others
earning just a few cents or dollars more
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home ownershipis college even worth it?
realities of upward mobilityunemployed 20-somethings
veterans coming home with little supportboarded up Main Streets
catastrophic weather events
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Heartache in the country
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sense of lossloss of trustloss in something bigger to believe in
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yet, despite it all...
(and this is why this is a love story)
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Being an American means being a pioneer, being someone that isn’t
afraid of a challenge. Even with everything that’s going on, I’m still proud of this about us.
We’re living in America, and that’s a dream. It’s still the best country on earth.
I can’t make the politicians stop being idiots, but I can help out at the local soup kitchen and volunteer to coach my kids. So I do.
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The American Dream might be in peril -the American Spirit is alive
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Belief and doing is getting local & tangible... because that’s what people
feel is real
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what does this have to do with us?
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Like I said, this is a love story
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We need to stop fucking around
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We need to change our stories
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Our relevance depends on it
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Orient our brands around a purpose
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Give our brands a reason for beingnot just a reason for selling
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Make the world a better place using technological
intelligence
Let people live better lives by helping them
save money
Deliver happiness
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brands with purposetell more honest, provocative, meaningful, fun
stories
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brands with purposetend to make more human, thoughtful, interesting products and experiences
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brands with purposedo (and not just talk)
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(check out the work of Stengel and Milward Brown)
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in closing...
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With great power comes great responsibility
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thank you.
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“The American Dream is that dream of a land in which life should be better and richer and fuller for everyone, with opportunity for
each according to ability or achievement.”
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“It is not a dream of motor cars and high wages merely, but a dream of social order in which each man and each woman shall
be able to attain to the fullest stature of which they are innately capable, and be recognized by others for what they
are, regardless of the fortuitous circumstances of birth or position.”
James Truslow Adams, 1931