The past decade has seen political polarisation – accelerated by social media’s filter bubbles and echo chambers – deepen and mutate. An ominous era of a polycrisis has shattered any remaining societal consensus. Meanwhile, powerful anti-establishment voices have stepped into the void.

Amid economic and political turbulence, the idea that anyone can see success in the US is being increasingly questioned. Canvas8 polled 1,000 Americans and spoke to thirteen people to find out whether they think the American Dream still exists and whether it’s achievable.

A lot of businesses traffic in American exceptionalism, tapping into national pride as part of their creative comms and brand identity. But while such aspirational messaging used to resonate with Americans – and many people around the world – will COVID-19 make this narrative less appealing?

Black cowboys galloped into mainstream culture during the 2020 BLM protests, sparking conversations about the whitewashed history of the Old West and highlighting the diversity of Black identity. How is this embodiment of the ‘Yeehaw Agenda’ helping to reimagine the American Dream?

As Americans become more socially and politically engaged, they want to support brands that share their values. Progressive Shopper clues online shoppers into a brand’s political affiliations, offering liberal Americans a chance to put their money where their mouth is.