Who Wins & Who Loses With The Shifting Of The American Dream? | Ask An Expert

Is the American Dream still alive? And if it has changed, who stands to win? Who stands to lose?Simon-Kucher recently conducted an exhaustive survey of more than 5,000 Americans across all income levels and demographics to answer exactly these questions. The findings have profound implications for consumers, retailers, brands, and, frankly, any business that serves them.Omni Talk is pleased to welcome Shikha Jain, Partner and Head of Consumer for North America at Simon-Kucher and the architect of this landmark research, to a special installment of our Ask an Expert webinar series. Joining Chris Walton, Shikha unpacks how years of economic uncertainty, inflation, and shifting consumer priorities are redefining the American Dream and what those changes mean for businesses looking to stay ahead.Read the full Simon-Kucher "New American Dream" study discussed in this episode: https://www.simon-kucher.com/en/insights/new-american-dreamKey topics covered:How Americans across generations define the modern American DreamWhy younger consumers remain optimistic, even as they believe success is harder to achieveThe rise of financial stability, personal freedom, and life experiences over traditional status symbolsHow inflation and the ongoing "permacrisis" are reshaping consumer spending habitsWhy Gen Z and Millennials are prioritizing experiences over material possessionsThe growing comfort younger generations have with debt and what that signals for future consumptionHow retailers should rethink pricing, promotions, assortments, and customer experiencesWhy experiential retail and stronger value propositions are becoming competitive necessitiesThe importance of combining customer data with ongoing consumer research to stay aheadHow AI could fundamentally reshape consumer behavior and the future of the American DreamWhether you're a retailer, marketer, consumer insights leader, or simply fascinated by how economic and cultural shifts influence buying behavior, this conversation offers research-backed insights into the forces shaping today's consumer and tomorrow's retail landscape.P.S. To explore more conversations from the Omni Talk Ask an Expert Series, head here.Music by hooksounds.comSponsored ContentThis podcast uses the following third-party services for analysis: Podcorn - https://podcorn.com/privacy