In the New American Dream Deep Dive, we explore how aspirations in the US are evolving and how citizens are redefining success as the country’s place on the world stage is challenged. How can brands strike the right tone when looking to reach the modern American consumer?

A study has found that uncertainty exacerbates partisan ideology on both sides of the political spectrum. The findings underscore ways that liberals and conservatives could see eye-to-eye, as well as spotlighting opportunities to improve feelings of certainty and safety when consuming news.

Research shows that a quarter of Democrats and Republicans in the US exclusively get news from outlets that share their political views. The findings reinforce how people seek out information environments that align with their beliefs, emphasizing the importance of diverse media diets.

While summer 2021 saw the relaxation of COVID-19 regulations in the UK, people have been encouraged to take personal responsibility for limiting the spread of the virus. So, how are Britons balancing their newfound freedom with the shared goal of overcoming the crisis and protecting others?