- Opportunity to succeed (43%)
- The good life (37%)
- The pursuit of happiness (34%)
- The American dream (22%)
- A fair shake (17%)
- To be left alone (13%)
- A fresh start (9%)
- Everything I can get (9%)
- A fighting chance (8%)
- A new beginning (8%)
The American dream has been dropping on the list because young people don’t think they will ever achieve it. Wanting the good life has moved up in its place.
Source: Dr Frank Luntz, Luntz-Malansky Strategic Research 2009