The fading of the American dream

Abstract

Americans are still chasing the heritage of the American Dream passed on to them by their parents. But there are differences between the expectations of the dream and the reality of Americans' perceptions of their lives today. This makes marketing to this generation a highly complex operation. Carol Farmer looks at the American social pattern and the radical changes in retailing which it has sparked off. This is a summarised version of a paper delivered to the International Retail Conference of the Gottlieb Duttweiler Institute, recently held in Zurich.

Citation

Farmer, C. (1988), "The fading of the American dream", Retail and Distribution Management, Vol. 16 No. 1, pp. 23-25. https://doi.org/10.1108/eb018360