Why Countries Should Measure Dreams and Ambitions (Just like GDP) | Lance Katigbak | TED

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? (Recorded at TED@BCG on October 23, 2025)

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