With many Americans saying the American Dream is slipping out of their grasp, there’s a role for businesses to play in helping consumers achieve their Dream, one of the findings in our recent report “American Dream in the Balance.” More than a third of the respondents in a survey we conducted said corporations should help people achieve the Dream. And since fewer Americans now see the U.S. as a land of opportunity, brands should showcase the opportunities they’re creating. Walmart provides the latest example of a marketer doing this with its announcement last week that it plans to source more goods domestically, hire more veterans and help part-time workers transition to full-timers.
The company pledged that both Walmart and Sam’s Club stores will purchase an additional $50 billion in U.S. products over the next decade, both by buying more American-made goods and by onshoring U.S. production in several categories. Walmart said a new team within the company will drive the effort and that the company will work with state governors in its bid to create more jobs. Walmart also promised to provide jobs for any honorably discharged veterans in their first year off active duty, projecting that it will hire more than 100,000 veterans over the next five years. See our “American Dream” report for more examples of how marketers are tapping into consumer sentiment around the American Dream.