Center for a New American Dream (Charlottesville, VA)


  • Name:Ms. Guinevere Higgins
  • Title:Director of Development

Organization Address

  • Organization Name:Center for a New American Dream
  • Address:455 Second St SE, Suite 101
    Charlottesville, VA 22902
    United States

Organization Phone

  • Main phone:3018913683

Organization Web

User Email


Click map for a full size active view.


  • Mission:
  • The Center for a New American Dream helps Americans to reduce and shift their consumption to improve quality of life, protect the environment, and promote social justice. We seek to cultivate a new American dream—one that emphasizes community, ecological sustainability, and a celebration of non-material values while upholding the spirit of the “traditional” American dream of opportunity, equality, justice, and the pursuit of happiness for all.

  • Overview:
  • The Center for a New American Dream works to help Americans find compelling alternatives to hyper-consumerism, transform their own consumption to be more sustainable and life-enhancing, and make positive change in production and consumption in their own communities. We help change social norms and promote individual and collective action through the creative use of media and communications that promote new ideas that can fundamentally alter the way we work, live, consume, and spend our time. We develop and share practical tools and resources to help individuals, families, and communities take action to implement these ideas in their households and communities.

    In these insecure social and economic times, New Dream’s mission and messages resonate deeply. We have an opportunity to seize this moment to engage a much broader audience and expand the impact of our mission. Our values-based approach seeks to connect with individuals, change cultural norms, and catalyze and learn from practical, achievable actions. As has been articulated by leading environmental and social scientists, we believe that engaging Americans on values and cultural change is essential to achieving long-term ecological sustainability.

    The economic recession, the climate crisis, and the rise of rapid mobile networks are driving new lifestyle and business approaches based on the sharing of assets and goods, which requires in turn that Americans rethink and reshape their consumption patterns. There is a growing movement of neighborhoods, communities, and cities that are leading the way in creating local sustainability: economic and social structures that are based on local needs, assets, and vision rather than dependent on the megasystems of finance, production, and consumption. The way we consume is shifting, and we can take advantage of these new opportunities to fundamentally reduce our consumption and ecological footprint.

    The Center for a New American Dream is well positioned to provide leadership to take advantage of these opportunities. Our niche is to inform, inspire, connect, and catalyze action in ways that are fun and creative and that stir people’s minds and imaginations. We want to help articulate a new American story that showcases alternative pathways and positive visions that promote a more socially and ecologically balanced society, and provide tools and resources to help communities build toward these new visions.

  • History:
  • The Center for a New American Dream was launched in the fall of 1997. Since its founding, New Dream has worked with individuals, communities, and businesses to develop positive messages and simple actions with demonstrable results. Our approach has garnered impressive media attention and gained entry into millions of mainstream households. Over the past 15 years, New Dream has been at the forefront of many issues: challenging rampant advertising and commercialism; promoting the non-material joys of life;defining conscious consuming, green living, the green marketplace; and greening institutional procurement.
    Some notable successes include:
    •Enabling tens of thousands of people to fight advertising to kids, get off junk mail lists, and simplify their holidays by using our popular guides and kits;
    •Mobilizing our members to persuade AAA to withdraw its 45 million members from an anti- environmental trade association;
    •Helping fuel the trend toward buying local by creating local buying guides more than a decade ago;
    •Engaging our members to convince Staples to increase the percentage of post-consumer waste in its paper products and to stop stocking paper from endangered forests;
    •Working with our members to convince Lego to adopt a worldwide policy against advertising in schools; •Collecting 70,000 carbon-reduction pledges in only six months from individuals nationwide.
    •Co-convening two conferences with the White House on institutional purchasing by federal and state agencies;
    •Working with Massachusetts to create standards for green cleaning products that have been adopted by nearly 100 manufacturers, nine states, and dozens of other entities;
    •Convincing the U.S. House of Representatives to shift to 100% post-consumer waste recycled copy paper for all 435 congressional offices;
    •Enabling Wisconsin to become the largest state purchaser of grid-delivered electricity from renewable sources;
    •Partnering with New York to craft an executive order mandating a statewide green procurement program that requires, among many things, a switch to 100% PCW recycled, processed chlorine-free copy paper.

  • Year established:1997
  • Endowment:Unknown


  • Executive / Trustee board size:12
  • Advisory board size:25
  • Staff size:6


  • Organization type:Grantseeker
  • Country of registration:United States
  • Tax Determination Letter:Received Determination Letter
  • IRS Section:501(c)(3)
  • IRS Subsection:None
  • Tax ID:52-1984782

Other Organization Web