#USA #New York #Ad Council #Canva #USA Goals

New Research Shows Strong Common Ground Among Americans

New insights released by Canva and the Ad Council reveal that Americans have shared aspirations which often transcend the divisive narratives we see in the media. According to the initial findings from the USA Goals initiative, approximately 75% of Americans believe that most people desire similar fundamental goals for themselves and their families. This study offers a fresh perspective into what individuals hope for in their communities, country, and the broader world.

At the core of the USA Goals inquiry, which analyzed more than 40,000 individual objectives from roughly 15,000 participants, is a desire for kindness, safety, connection, and peace. These universal aspirations emphasize a profound longing for unity, despite the various challenges faced within local and national contexts.

The study indicates that seven in ten Americans prioritize enhancing their community's conditions, yet fewer than half feel they possess a clear strategy to enact such changes. This disparity highlights an urgent need for establishing clear pathways to participation and engagement.

Understanding Shared Values

Zach Kitschke, Canva's Chief Marketing and Communications Officer, emphasizes the power of imagination in driving significant change. He states, "Imagination is the starting point for meaningful change. USA Goals gives people the chance to picture the future they want and share it in their own words." This approach aims to cultivate civic engagement by fostering dialogues focused on shared needs.

Further analysis by Derrick Feldmann, Managing Director of the Ad Council Research Institute, reveals that during periods of heightened conversation around division, this research showcases the common ground people express. The themes of kindness, connection, and respect repeatedly emerged among respondents, indicating a collective yearning for unity and transformation in society.

Local Optimism Versus National Pessimism

When evaluating the optimistic outlook of Americans, the results displayed a stark contrast between local and national sentiments. Nearly 64% of Americans express confidence in their local community's future as opposed to just 48% looking positively at the nation's prospects and a mere 40% regarding the world. This local optimism presents an opportunity for communities to leverage their shared aspirations to initiate meaningful change around them.

However, the study reflects a gap between hope and action. Although many individuals feel encouraged about their community’s future, only 49% report being very likely to engage actively in making improvements. Identifying the crux of this gap is pivotal for the ongoing USA Goals initiative.

The Path Forward

The USA Goals initiative is merely the starting point for an expansive journey. Canva intends to further develop the Goals Platform in collaboration with communities, researchers, leaders, and philanthropists, thereby redefining shared priorities to stimulate concrete discussions, forge stronger community ties, and promote tangible actions.

A pilot program is currently being carried out in Wollongong, Australia, where residents are invited to articulate their hopes for the future. This project exemplifies the potential for local governments to embrace community-driven priorities in their planning and action strategies.

Looking ahead, the ambition is to extend the Goals Platform across cities worldwide, striving to document a living landscape of collective human aspiration. To track developments in the USA Goals initiative, stakeholders and citizens can follow along at usagoals.org.

About Canva and the Ad Council

Founded in 2013, Canva has emerged as a leading platform for visual communication and collaboration, benefitting over a quarter of a billion users globally. Aligned with its dual goal of establishing a top-tier business while making a positive impact, Canva has contributed significantly to societal causes and community improvement.

The Ad Council has long been a pivotal force in Uniting and mobilizing individuals through influential storytelling, championing social causes for over 80 years. Their collaborative work in this research underscores a commitment to enhancing community connections and empowering citizen engagement.