ing social trends; even lifestyle and life-cycle analyses do not offer adequate insight. The IOOW study offers a new perspective based on core values and beliefs that have direct bearing on creating a sustainable future. Looking at one variable at a time is like peering through a narrow keyhole. The IOOW 2000 Research Program offers a uniquely deep and comprehensive understanding through its powerful combination of demographics, revolutionary typology, and an extensive cross-section of questions on beliefs, attitudes, and behaviors. The IOOW typology and its use in the innovative analysis presented in this study provides a conceptual map of American society that supports the development of new social, cultural, and public policy initiatives.