LIT Advertising Awards Gold

2026

The Future of the American Dream | SCADask

Entrant Company

Savannah College of Art and Design

Category

Publication - Research / White Paper

Client's Name

Savannah College of Art and Design

Country / Region

United States

First defined in 1931 as a promise of prosperity for all, the concept of the "American Dream" is being fundamentally redefined by Millennials and Gen Z as economic landscapes shift and trust in traditional institutions erodes. With the American Dream soon reaching a critical inflection point, a landmark new report from SCADask offers a visionary look at the concept's evolution through 2040.



This comprehensive research identifies four distinct scenarios, ranging from the ideal "Equity Engine" to the exclusionary "Gated Future," that will determine the trajectory of shared prosperity. By analyzing six vital pillars, including housing, health care, and the AI-augmented workforce, the report highlights the structural choices leaders must make today to ensure a resilient future. Discover how intentional, design-forward systems can bridge the progress gap and expand dignity and opportunity for the next generation of creators and innovators.

Credits

President and Founder/Savannah College of Art and Design
Paula Wallace
Director of SCADpro Venture, Finance/Savannah College of Art and Design
Ray Crowell
SCADamp Communications Coach/Savannah College of Art and Design
Arlene Distel
SCADamp Communications Coach/Savannah College of Art and Design
Anya Evenson
Chief Academic Officer/Savannah College of Art and Design
Jason Fox
SCADask Research Assistant/Savannah College of Art and Design
Mauricio Herrera Manzur
Survey Coordinator/Savannah College of Art and Design
Lily McCormick
SCADask Principal Design Researcher/Savannah College of Art and Design
Paula Mogollón Mejía
Education Engagement Specialist/Savannah College of Art and Design
Martha Mythlo
VP for Institutional Effectiveness/Savannah College of Art and Design
Erin O’Leary
Executive Director of SCADpro/Savannah College of Art and Design
Jeanna Packard
Data Visualization Specialist/Savannah College of Art and Design
Wayne Slaydon
Senior SCADask Researcher and Writer/Savannah College of Art and Design
Sarah Snook
SCADamp Communications Coach/Savannah College of Art and Design
Rachael Tiede
Senior Project Manager, SCADpro/Savannah College of Art and Design
Charley VanDongen
Data Visualization Specialist/Savannah College of Art and Design
Ali Wrona
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