A similar study, conducted by Northwestern Mutual and published in 2010, more
than 18 months after the height of the global financial crisis, found Americans embracing
a more conservative approach to their financial planning, priorities, and preferences
("Northwestern Mutual Research," 2010). Seventy-five percent of study participants
accepted widened time horizons to achieve financial goals, and an equal percentage
favored financial strategies that are lower risk, stable, and steady versus those targeting
aggressive growth with higher risk.