The white picket fence: how Millennials and Baby Boomers view the American Dream

Abstract

Purpose

The American Dream is tightly woven into the American culture and way of life. Despite the importance and ubiquitous nature of the American Dream, the topic is difficult to define and belief in the attainability of the American Dream changes over time. Because of the little academic research on the topic, this study aims to fill this gap and investigate what people think about the American Dream and what factors influence the perception that this concept is outdated among different two generations – Baby Boomers and Millennials.

Design/methodology/approach

An online survey containing both open-ended and close-ended questions was conducted in two age groups via Qualtrics – 245 Millennials (born 1980–1996) and 253 Baby Boomers (born 1946–1964). Open-ended questions were analyzed using NVivo and closed-ended questions were analyzed using SPSS. Items on the online survey measured the definition of the American Dream, factors in defining it, the relevancy and attainability of the Dream, whether it was outdated, as well as Schwartz’s list of values (Lindeman and Verkasalo, 2005).

Findings

Three research questions were investigated. First, the results show that Baby Boomers and Millennials define the Dream similarly in terms of a house, family, happiness, freedom and equality. Second, they differ, however, in whether they believe that the Dream is relevant and attainable. Specifically, only Baby Boomers believe that the Dream is still relevant, but both generations believe that it is harder for younger generations to achieve the Dream. Third, the authors found similarities and differences in terms of demographics and values predicting whether the two generations believed that the Dream is outdated, and new values should be added. For both generations, values were more likely to predict the belief that the Dream was outdated. Using Schwartz’s values, those high in universalism were more likely to believe that the Dream was outdated and that new values should be added to the definition of the Dream for both generations. The values of security, self-direction, achievement and benevolence differed between the generations in believing that the Dream was outdated and that new values should be added.

Originality/value

This research provides insight into how these macrolevel beliefs influence people at the microlevel and how businesses or public policymakers can use these concepts to influence attitudes or behaviors.

Citation

Scott, K., Meng, J. and Kuzma, A. (2024), "The white picket fence: how Millennials and Baby Boomers view the American Dream", Young Consumers, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/YC-10-2023-1886