Today’s vision of The Good Life has surely evolved. To ascertain how U.S. society conceives of The Good Life, this research study adopted a two-phased approach: The first portion consisted of a qualitative survey that generated 2,145 U.S. adult respondents, asking, in an open-ended format, what The Good Life means to them today. This qualitative data was then used to develop a quantitative survey, which asked a statistically valid panel of 1,000 adults representing the general population across the U.S. to prioritize various elements of The Good Life they aspire to today.
Key Findings:
- 71% of U.S. adults say that their view of The Good Life is different from that of their parents.
- There are the four key elements of The Good Life, ranked in order of priority according to respondents:
- Living a simpler and healthier life : 36%
- Meaningful Connections to people, community and the environment : 28%
- Money and Status or having money and the ability to spend it : 26%
- Personal Achievement with respect to both career and level of education : 10%
- 53% of adults & 60% of Millennials say it’s critical to work somewhere that aligns with their purpose/values.
- 80% of consumers are loyal to businesses that help them to live the good life.
- 51% of respondents sense that companies would like to help them live the life they seek, but nearly 2/3 struggle to name brands that are actually doing something about it.
- Failing to engage will put brands at an increasing disadvantage.
- 29% of individuals in the United States refrain from making purchases that are incongruent with their conceptions of The Good Life.
- 28% spend money on products or services specifically because they are aligned.
- 16% of U.S. consumers take the time to learn about a company before they agree to be customers.
- 21% actively advocate for those that they support.
