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 # GoDaddy Venture Forward Report | Summer 2023 | U.S. Edition: GoDaddy Special Report, The Changing American Dream

 


 

 Oct 12, 2023 10:00 AM ET

  Campaign:  [GoDaddy | Microbusiness](/news/campaign/godaddy-microbusiness)  ![The Changing American Dream: GoDaddy Venture Forward Report.](/sites/default/files/styles/carousel_2x/public/images/Venture%20Forward%20Report_GoDaddy_10.2.23A.png) 

 

 ![Defining the American Dream Today: Go Daddy Venture Forward Report.](/sites/default/files/styles/carousel_2x/public/images/Venture%20Forward%20Report_GoDaddy_10.2.23B.png) 

 

 ![Changing Perceptions of the American Dream: GoDaddy Venture Forward Report.](/sites/default/files/styles/carousel_2x/public/images/Venture%20Forward%20Report_GoDaddy_10.2.23C.png) 

 

 

      

   ![The Changing American Dream: GoDaddy Venture Forward Report.](/sites/default/files/styles/carousel_thumbnail_x2/public/images/Venture%20Forward%20Report_GoDaddy_10.2.23A.png?h=8b31135d)   ![Defining the American Dream Today: Go Daddy Venture Forward Report.](/sites/default/files/styles/carousel_thumbnail_x2/public/images/Venture%20Forward%20Report_GoDaddy_10.2.23B.png?h=8b31135d)   ![Changing Perceptions of the American Dream: GoDaddy Venture Forward Report.](/sites/default/files/styles/carousel_thumbnail_x2/public/images/Venture%20Forward%20Report_GoDaddy_10.2.23C.png?h=8b31135d) 

 

 

[As originally published by GoDaddy’s Venture Forward research initiative](https://www.godaddy.com/ventureforward/wp-content/uploads/2023/08/VF-Report_Summer-2023_20230830_in_.pdf "https://www.godaddy.com/resources/advocacy/summer-2023-venture-forward-microbusiness-report")

**The Changing American Dream**

**Small Business Survey Results: Summer 2023**

GoDaddy conducted a survey of online and physical-presence U.S. small business owners in June 2023 to understand their motivations behind entrepreneurship and the latest perceptions of the American Dream. The following are some highlights, and the full report is available for download [here](https://www.godaddy.com/ventureforward/wp-content/uploads/2023/06/GoDaddy-Research_The-Changing-American-Dream_June-2023_20230629.pdf).

**Defining the American Dream Today**

**“Which of the following indicates you have achieved the American Dream?”**

Feeling happy in life, living a comfortable lifestyle, and having the freedom to pursue passions are **more important** than owning a home.

- **56%**: Living comfortably
- **54%**: Feeling happy in life
- **49%**: Freedom to follow my passion
- **45%**: Owning a home
- **39%**: Being my own boss

**56%:** “Living a **comfortable lifestyle**”

- Gen Z: **51%**
- Millennials: **55%**
- Gen X: **63%**
- Boomers: **59%**

**54%:** “Feeling **happy** with my life”

- Gen Z: **51%**
- Millennials: **55%**
- Gen X: **53%**
- Boomers: **58%**

**49%:** “Freedom to pursue my own **passions and interests**"

- Gen Z: **54%**
- Millennials: **48%**
- Gen X: **43%**
- Boomers: **59%**

**45%:** “Owning my own **home**"

- Gen Z: **40%**
- Millennials: **44%**
- Gen X: **49%**
- Boomers: **50%**

**39%:** “Being my own **boss**"

- Gen Z: **39%**
- Millennials: **37%**
- Gen X: **40%**
- Boomers: **41%**

Source: GoDaddy American Dream Survey June 2023 (N>1,000), and Venture Forward Survey Feb 2023 (N > 3,600).

**Changing Perceptions of the American Dream**

A third of U.S. business owners believe the American Dream has changed significantly in their lifetime, and women’s perception has changed more than men’s.

**Change**

**“Has your perception of the American Dream changed since you were a child?”**

- No: **19%**
- Yes, Somewhat: **40%**
- Yes, Completely: **34%**

**Breakdown:**

**No:**

- Men: **26%**
- Women: **14%**

**Yes, somewhat:**

- Men: **39%**
- Women: **41%**

**Yes, completely:**

- Men: **31%**
- Women: **36%**

Both women and Gen Z are less confident in achieving what they define as the American Dream.

**Optimism**

**“How confident are you in achieving the American Dream?”**

- Very Confident: **62%**
- Neutral: **23%**
- Least Confident: **14%**

**Very Confident**

**Age Breakdown:**

- **56%**: Gen Z (18-24)
- **66%**: Millennials (25-39)
- **60%**: Gen X (40-54)
- **62%**: Boomers (55+)

**Gender Breakdown:**

- **71%**: Men
- **55%**: Women

**Neutral**

**Age Breakdown:**

- **26%**: Gen Z (18-24)
- **21%**: Millennials (25-39)
- **25%**: Gen X (40-54)
- **25%**: Boomers (55+)

**Gender Breakdown:**

- **18%**: Men
- **27%**: Women

**Least Confident**

**Age Breakdown:**

- **19%**: Gen Z (18-24)
- **11%**: Millennials (25-39)
- **16%**: Gen X (40-54)
- **12%**: Boomers (55+)

**Gender Breakdown:**

- **9%**: Men
- **17%**: Women

Source: GoDaddy American Dream Survey June 2023 (N>1,000), and Venture Forward Survey Feb 2023 (N > 3,600).

**GoDaddy Venture Forward Report** **|** **Summer 2023 | U.S. Edition**

This report is powered by the latest data from [Venture Forward](https://www.godaddy.com/ventureforward/wp-content/uploads/2023/08/VF-Report_Summer-2023_20230830_in_.pdf), a GoDaddy research initiative to quantify the presence and impact of over 21 million online microbusinesses on their local economies, while shining a light on the entrepreneurs behind them. Our goal is to empower anyone who advocates for entrepreneurs with robust data and insights that can’t be found elsewhere.



 

 

 

 

 

 

 

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