Ad Agency Spotlights Six Trends Shaping American Society

Advertising agency Leo Burnett says American society has evolved to the point where the so-called “Big Plan” – school, marriage, kids, corporate ladder – no longer applies. Instead, America is now a place where men stay at home, women are the breadwinners, and 40 percent of children are born to single women. In a new study, the company sheds light on six key trends shaping American society: a decline in the sense of fairness and a rise in unhappiness; the disappearance of the “average” family;” the end of the universal archetype of masculinity; increasing interest in healthier restaurant fare; a rise in “collective bargaining” for better deals on consumer goods and services; and the pervasiveness of social/mobile technology requiring marketers to provide practical solutions to consumer problems.