The American dream is dead.Or not quite But like many people,it’s strug-gling a little.
Across virtually all areas of our research,we see signs of Americans lowering their ambitions,trading an appetite for success with more modest goals. While there will still be some post-pandemic splashing out,2023is likelytoseesimilarchangesinspending habits and in American culture es we observed during the Great Recession. The years after 2008 scw Americans downsizein nearly every aspect of their life,from retirement to their childrens future to everyday expenses. Similar changes are on the horizon in the next 12monthsasconsumersfooeupto a cost of living crisis. It’s a full circle moment for some,as I Need a Dollar becomes all too familiar again.
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