Americans have more in common than the headlines suggest, new research finds

Canva and the Ad Council Research Institute release first findings from USA Goals, drawing on more than 40,000 goals from 15,000 Americans and testing a new way to hear what people want for their communities, country, and the world.

NEW YORK, Oct. 22, 2026 /PRNewswire/ -- Three in four Americans believe most people want the same basic things for themselves and their families, and seven in ten say improving their community matters to them. But fewer than half say they have a clear path forward, according to the first findings from USA Goals, released today by Canva and the Ad Council.

When asked about their own goals, people consistently named the same hopes: kindness, safety, connection and peace. USA Goals is the first US pilot of the Goals Platform, a civic engagement initiative from Canva, the free, easy-to-use design platform to create, collaborate, and get work done.

The Goals We Share report, conducted by the Ad Council Research Institute with support from Canva, combines more than 40,000 goals shared by people across America with nationally representative research to understand what they hope for in their communities, country, and world.

This research is the first step of a much bigger ambition to build a clearer picture of the future people want, and to test what becomes possible when communities, institutions and funders can see it together.

USA Goals is part of Canva's Two-Step Plan. Step One is to build one of the world's most valuable companies, while Step Two is about doing the most good it can. Having joined Canva as its fifth employee, Zach Kitschke has helped shape that ambition from the early days. As Chief Marketing and Communications Officer, he is now leading Canva's work on the Goals Platform.

"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. Our research has revealed something striking: three in four Americans believe most people want the same basic things for themselves and their families."

Americans see more common ground than division

Aspirations around kindness, safety, connection and peace surfaced again and again. Nationally, goals around improving government effectiveness and peace and safety, topped the list, alongside a clear call for more kindness and unity.

Derrick Feldmann, Managing Director of the Ad Council Research Institute, says the research points to what unites people.

"At a time when much of the public conversation focuses on what's dividing us, this research offers a different perspective," Feldmann says. "People consistently expressed a desire for greater kindness, connection and respect, but they also made it clear that they want to be part of positive change. The opportunity for organizations is not to convince people to care, it's to create clearer pathways for participation, foster connection and help people see that progress is possible when we act together."

Hope is strongest close to home

Nearly two-thirds of Americans (64%) are optimistic about the future of their local community, compared with 48% for the country and 40% for the world.

Connection and civic participation were the most common community themes to emerge unprompted, and neighbors, schools and local nonprofits were among the most trusted voices for positive change. When people can see the goals they share with those around them, it may become easier to take the first step.

But the research found that hope doesn't always become action. While 64% feel optimistic about their community's future, fewer than half (49%) say they're very likely to get involved in making it better. That gap between hope and action is the thesis behind USA Goals, and where the next step of the project begins.

What comes next

USA Goals is just the beginning. Canva will continue building the Goals Platform with communities, researchers, local leaders and philanthropists testing how shared priorities can become clearer conversations, stronger local connections and practical action. 

Canva's first city-level pilot is already live in Wollongong, a city south of Sydney, Australia. In partnership with the local government, the pilot program invited Wollongong's community of more than 200,000 people to share their hopes and goals for the future. Canva will report those findings back to the community, with the aim of then turning those shared aspirations into meaningful action through local government priorities and community action plans.

Over time, the ambition is to bring the Goals Platform to cities around the world, building toward a living picture of what people everywhere hope for most.

Follow USA Goals and what comes next at usagoals.org 

About Canva
Launched in 2013, Canva is the world's leading all-in-one platform for visual communication and collaboration, serving more than a quarter of a billion users in over 190 countries. Guided by its Two-Step Plan, to build one of the world's most valuable companies and do the most good, Canva has donated over $5m to crisis relief, more than $2.5 billion in product value to students, teachers, and nonprofits, committed $150 million to poverty eradication, and planted more than 17 million trees globally. Whether you're a novice taking your first steps in design, or a creative professional seeking powerful tools, Canva ensures users have what they need to transform an idea into something beautiful. 

About the Ad Council
The Ad Council convenes creative storytellers to educate, unite and uplift audiences by opening hearts, inspiring action and accelerating change. For more than 80 years, the nonprofit organization and its partners in advertising, media, marketing and tech have been behind some of the country's most iconic social impact campaigns – Smokey Bear, Friends Don't Let Friends Drive Drunk, Tear the Paper Ceiling and many more. To learn more or get involved, visit AdCouncil.org, join the Ad Council's communities on Facebook, Instagram and LinkedIn, and view campaign creative on YouTube.

SOURCE The Ad Council