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What Americans really want

As a nation, we're mad. For business and political elites, the message should be clear: Restore trust

September 27, 2009|Frank Luntz, Frank Luntz advises Fortune 500 clients and has worked for politicians Rudolph Giuliani, Michael Bloomberg and Newt Gingrich. His latest book is "What Americans Really Want ... Really: The Truth About Our Hopes, Dreams and Fears."

I listen to America -- in focus groups, telephone interviews, town halls and polls in all 50 states -- for a living. It used to be fun. Now it's become painful.

For 15 years, average Americans have exuded optimism and energy, whether they were talking about their political preferences, their employment aspirations or simply what they had for breakfast.


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But that was before the economic meltdown one year ago. What a difference a year makes.

Today, Americans are boiling mad, and the elites from Washington to Wall Street to West Hollywood don't get it. It can best be summarized by 12 short words bellowed by Howard Beale, the deranged TV anchor in the movie "Network": "I'm as mad as hell, and I'm not going to take this anymore."

The frightening reality is that where there was hope, now there is cynicism. Where there were dreams, now there is disillusion. Instead of courage and resolve, I hear blame and finger-pointing.

According to my research, 72% of Americans agree with Howard Beale -- they really are "mad as hell." Second, 57% now believe that their children will inherit a worse America than they did, and just 33% believe their children will have a better quality of life than they have.

This wasn't just any single poll. My research includes interviews with 6,400 people from December 2008 through April 2009 that allow me to analyze opinions by gender, age, ethnicity, partisanship and more. It is buttressed by two dozen "instant response" groups of 30 voters in almost a dozen states over the last 100 days. No matter how I slice and dice the results, we're a very unhappy people.

In my estimation, that intense despair and loss of confidence exactly reflect what we're seeing and hearing in healthcare town halls. The media focus on the shouting and the extremist slogans and miss the point: a once-optimistic people now filled with rancor and vitriol.

And why not? Americans in the unhappy majority are struggling to keep their jobs as million-dollar bonuses are being awarded at companies their tax dollars bailed out. They're watching Congress showcase the partisan spectacle we now blithely confuse with "government." They have learned (with good reason) to distrust their leaders, their institutions and even their own positive values in a culture that has turned coarse and critical.

The elites under attack complain that rowdy town halls are bad for civic discourse and democracy. But I contend that their empty dismissals of grass-roots anger are much more dangerous.

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