The American Middle Report
Packed with unique research, this report explores the key drivers and forces shaping the American Middle, and gives practical recommendations on how to implement its insights.
The Future Laboratory analyses the current state of the American Middle, from shifting aspirations and identities to harsh economic realities.
These include segregation leading to stagnation; tensions between elites and the working class; a lack of trust in society’s institutions; difficulty in finding the stability, security and opportunities of the past; and tech innovations eroding job prospects.
We examine transformative trends including food that bridges the class divide; marketing that celebrates the everyman; and emerging media platforms that showcase regional pride and values of the US heartlands.
This section provides practical strategies that brands should adopt when considering the American Middle, such as offering alternatives to those frustrated by the status quo; and embracing core values like faith, hard work and remaining grounded.
*This is a downloadable PDF report. Please consider the environment before printing.