Why countries should measure dreams and ambitions (just like GDP)
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Lance Katigbak |
TED@BCG
• October 2025
What do you want to be when you grow up? It's a universal question — and yet at some point, people stop asking you. Drawing on a nationwide survey across the Philippines, consumer researcher Lance Katigbak makes the case that countries should keep track of their citizens' ambitions and aspirations. His radical proposal: What if governments didn't just track GDP but also started measuring dreams?