The New Normal PollMay 2012

About the Survey

2

Data Collection: April 28 - May 1, 2012

Sample: 1,009 national adults 18+

Methodology: Random Digit Dial live telephone interviews

(802 landlines, 207cell phones)

Statistical

reliability: +/- 3% at a 95% confidence interval

Most Americans Say The Economic Recession Significantly Changed Their Outlook On Life

Q1:Thinking about the recent economic recession in the United States, how much, if at all, has it changed your outlook and how you live your life? Have the changes been:

31%

27%

22%

18%

1%

Or do you not feel any real changes?

Major

Significant, but not major

Minor

% Saying Major

18-34: 26%

35-54: 38

55+: 28

<$40k: 38

$40k - $100k: 33

$100k+: 17

H.S. or less: 38

College grads: 33

Post grads: 19

Children in H.H.: 38

No children: 28

Most Households Still Have a Lot of Recovering to Do

Q2:Thinking specifically about your household, have you:

18%

24%41%

14%

3%

Still have a ways to go

Might not ever fully recover

Completely recovered from the recession/ Never

really felt it

Mostly recovered

Ways to go/might

not recover

18-34: 45%

35-54: 64

55+: 55

<$40k: 62

$40k - $100k: 56

$100k+: 42

H.S. or less: 63

College grads: 53

Post grads: 36

Children in H.H.: 67

No children: 49

Americans Are Feeling More Thrifty, Determined, and Worried

5

Q3-10: I am going to mention some different attributes and emotions and I’d like you to tell me if you feel more or less of each as a result of the recent economic recession.

31%

34%

42%

47%

51%

61%

65%

66%

-41%

-42%

-40%

-25%

-31%

-19%

-13%

-15%

More

Less

Hopeful

Worried

Determined

Charitable

Scared

Lucky

Informed

Thrifty

Worried

Determined

Thrifty

Shared Sense of Determination, but Those Hit Hardest Are Also More Worried and Scared

6

Completely recovered/Never

felt itMostly Recovered Have a ways to go Might not ever

recover

Determined 59% Determined 66% Thrifty 73% Worried 82%

Informed 54 Thrifty 63 Determined 73 Thrifty 66

Thrifty 52 Informed 56 Worried 69 Scared 59

Lucky 43 Worried 55 Scared 62 Determined 54

Hopeful 41 Hopeful 51 Informed 49 Informed 42

Worried 39 Charitable 42 Hopeful 41 Charitable 28

Charitable 39 Lucky 40 Charitable 29 Hopeful 26

Scared 25 Scared 32 Lucky 25 Lucky 15

Q3-10: I am going to mention some different attributes and emotions and I’d like you to tell me if you feel more or less of each as a result of the recent economic recession.

% Saying MORE

Americans Split on Whether the Recession Will Ultimately Strengthen or Weaken the Character of the Country

7

Q11: In the long run, do you think the recent economic recession will have the effect of strengthening or weakening the character of America as a whole?

43%

14%

43%

StrengthenWeaken

Not sure/neither

Strengthen Weaken

Completely recovered/

never felt56% 23

May never recover 28 60

18-34: 47 38

35-54: 47 40

55+: 34 50

A Divided America

8

45%

4%

51%

Q12,13: I am going to mention some tradeoffs that confront many people in America today. Please tell me which side of each trade off you would generally favor in making decisions in your life.

45%

5%

50%

TimeMoney Activity and

excitement

Sleep and relaxation

18 – 34: 53%Recovered/Mostly: 54%

55+: 55%

May not recover: 60%

55+: 53%18-34: 66%

Most Valued Traits: Honesty, Work Ethic, and Good Health

Q14: Which TWO of the following traits do you think are most valuable in today’s world?

Good looks

Curiosity

A good sense of humor

Intelligence

Determination

Good health

Work ethic

Honesty

4%

7%

17%

21%

25%

35%

37%

44%

Mid-West: 26%Might not recover: 24%

Northeast: 36%

Northeast: 44%

Valued Most

7-in-10 Americans See More Value in a College Education Than a Quarter Million Dollars Cash

Q15: What do you think would be a better start in life for most young people today?

25%

4%

71%

$250,000 cash

A high quality college

educationNot sure/refused

Might not fully recover: 36%

Nearly 3/4ths of Americans Feel They Have Achieved the American Dream or Are On Their Way

Q16: On another topic, the term American Dream means different things to different people. Based on how you view the American Dream, do you think you personally have:

27%

47%

22%

4%

Are you on your way to achieving the American Dream

Achieved the American Dream

Or do you feel the American Dream is not something you will achieve?

Don’t know

“Achieved” or “On their way” to the American

Dream

Even Among Those Hit Hardest by the Recession, A Majority Feel They Have or Will Achieve The American

Dream

12

43%

24%

11%

15%

22%

27%

54%

55%

38%

47%

29%

17%

33%

41%

27%

Achieved dream On my way Won't get there

All Americans

Completely recovered from recession/Never felt

Mostly recovered

Have a ways to go

Might not recover

Q16: On another topic, the term American Dream means different things to different people. Based on how you view the American Dream, do you think you personally have:

Married Americans With No Children At Home Are the Most Likely to Feel They Have Achieved THE Dream

13

Achieved On my way Won’t get there

All Americans 27% 47% 22%

18-34 10 68 18

35-54 23 52 22

55+ 50 21 26

<$40k 17 44 32

$40k-$100k 31 51 17

$100k+ 43 47 9

H.S. or less 23 46 30

College grads 30 50 14

Post grads 43 47 7

Married/no kids at home 47 31 20

Married/with kids at home 26 51 20

Single/no kids at home 16 57 22

Single/with kids at home 6 71 21

Q16: On another topic, the term American Dream means different things to different people. Based on how you view the American Dream, do you think you personally have:

6-in-10 Think The Next Generation Will Have Fewer Opportunities for Achieving the American Dream

Q17: And do you think the next generation of Americans will have more or less opportunities for achieving the American Dream than Americans today?

30%

11%

59% Same

More opportunities

Less opportunities

Happy Marriage, Healthy Retirement and Living Sustainably Viewed As Very Important to the American Dream

Q18-25 : I am going to mention some different things people might think are important to achieving the American Dream. Please tell me how important each one I mention is to your idea of the American Dream—

extremely important, very important, only somewhat important, not important at all.

15%

18%

21%

24%

22%

25%

32%

38%

31%

36%

41%

43%

45%

47%

45%

45%

Extremely Important Very Important

83%

77%

72%

67%

67%

62%

54%

46%

Having children

Having the time and resources to pursue your personal interests

Owning a home

Helping others through volunteer work or charitable giving

Having a happy marriage

Having a long and healthy retirement

Living in an environmentally responsible and sustainable way

Being successful in a high paying career