AnxietyIndex: 2013 Global Report (August 2013)

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Our largest AnxietyIndex study to date, this report examines the levels, intensity and drivers of anxiety across 27 markets in Western Europe (Finland, France, Germany, Italy, Spain and the U.K.), Eastern Europe (the Czech Republic and Russia), the Middle East and North Africa (Egypt, Pakistan, Saudi Arabia and South Africa), North Asia (China, Hong Kong, Japan and South Korea), South Asia (Australia, India, Indonesia, Singapore and Thailand), North America (Canada and the U.S.) and South America (Argentina, Brazil, Colombia and Mexico).

Data was collected from Oct. 1-10, 2012, using SONAR™, JWT’s proprietary online research tool. We polled 225 adults aged 18-plus in each market. Data is weighted by age and gender to census figures in each market, except where Internet penetration is less than 40%. Low-penetration markets (Egypt, Pakistan, South Africa, China, India, Indonesia and Thailand) are weighted in accordance with the Internet population in these markets.

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AnxietyIndex: 2013 Global Report (August 2013)

  1. 1. 2013 GLOBAL REPORT AUGUST 2013
  2. 2. 2 BACKGROUND JWT’s AnxietyIndex is intended to help brands navigate consumer anxiety. In times of heightened anxiety, brands need data that can help them navigate a rapidly changing landscape—they need answers to new questions and a point of view on the types of businesses and business practices that will emerge. We launched our proprietary AnxietyIndex in February 2003 during the run-up to the war in Iraq. The AnxietyIndex tracks the levels and intensity of consumer anxiety and, importantly, the drivers of anxiety. It examines safety and security concerns—the threat of terrorism, potential and current military hostilities, crime, etc.—and economic worries such as the cost of health care, the cost of living and job security. It also uncovers consumer insights that can help inform business and marketing strategies.
  3. 3. 3 Data is weighted by age and gender to census figures in each market, except where Internet penetration is less than 40% (annotated with asterisks above). Low-penetration markets are weighted in accordance with the Internet population in these markets. METHODOLOGY We conducted a quantitative study using SONAR™, JWT’s proprietary online research tool, from Oct. 1–10, 2012. We polled 225 adults aged 18-plus in each of the following markets: Egypt* Pakistan* Saudi Arabia South Africa* Middle East/ Africa China* Hong Kong Japan South Korea North Asia Australia India* Indonesia* Singapore Thailand* South Asia Canada United States North America Argentina Brazil Colombia Mexico South America Czech Republic Russia Eastern Europe Finland France Germany Italy Spain United Kingdom Western Europe
  4. 4. 4 ANXIETYINDEX CALCULATION The index gives a sense of scale and proportionality of metrics. It is calculated by: % who are “nervous or anxious” % who are not “nervous or anxious” So, for instance: An index of 500 indicates that there are 5 times more people who are anxious than not anxious for that metric.
  5. 5. 5 ANXIETY AROUND THE WORLD: A 2-MINUTE VIEW
  6. 6. 6 Anxiety, at some level, appears to be a human truth more than a cultural phenomenon… Overall, given everything that is going on in the world, the country and your family’s life, how nervous or anxious would you say you currently are? Regional Anxiety (% very or somewhat anxious) North America 64% Global Average 71% Western Europe 69% Eastern Europe 75% North Asia 71% South Asia 63% South America 73% Middle East/Africa 82%
  7. 7. 7 Overall, given everything that is going on in the world, the country and your family’s life, how nervous or anxious would you say you currently are? … although we see some variation thanks to cultural, social, political and economic realities in each market. Pakistan Spain Argentina Italy Japan France CzechRepublic SouthAfrica Egypt SouthKorea UnitedStates Mexico India SaudiArabia Russia Colombia HongKong Brazil Indonesia Singapore UnitedKingdom Australia Thailand China Canada Germany Finland 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Anxious Not Anxious Overall Anxiety by Market:
  8. 8. 8 Overall, given everything that is going on in the world, the country and your family’s life, how nervous or anxious would you say you currently are? Who is the most anxious? Pakistanis clearly stand out. There are also quite a few markets—in four of the five continents studied—where one-quarter to one-third report being very nervous/anxious. Pakistan SouthAfrica Spain CzechRepublic India France Japan Argentina UnitedStates Italy Egypt Mexico Brazil Colombia Australia Russia SouthKorea UnitedKingdom Indonesia SaudiArabia Thailand HongKong Canada Singapore China Germany Finland 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Very Nervous or Anxious Overall Anxiety by Market:
  9. 9. 9 AnxietyIndex Map The current political leadership in your country The current state of the economy The quality of health care in your country The current cost of living in your country You and your family’s current job security The rate of crime in your community Current military hostilities around the world Potential military hostilities around the world The threat of terrorism The cost of health care in your country Safety/Security Further From Home Further From Home Closer to Home Closer to Home Economic Safety/Security Economic
  10. 10. 10 Overall, given everything that is going on in the world, the country and your family’s life, how nervous or anxious would you say you currently are? SUMMARY: Top Anxiety by Market Economic anxiety is a pervasive theme in every region except South America and Eastern Europe. Finland France Germany Italy Spain United Kingdom Czech Republic Russia Egypt Pakistan Saudi Arabia South Africa China Hong Kong Japan South Korea Australia India Indonesia Singapore Thailand Canada United States Argentina Brazil Colombia Mexico Western Europe Eastern Europe Middle East/ Africa North Asia South Asia North America South America The current state of the economy The current state of the economy Gasoline/petrol prices Corruption of officials Unemployment rates The current state of the economy The current political leadership in your country The quality of health care in your country Current military hostilities around the world Gasoline/petrol prices Current military hostilities around the world Gasoline/petrol prices The quality of health care in your country The housing market The current political leadership in your country Unemployment rates The current cost of living in your country Gasoline/petrol prices The stock market The current cost of living in your country Natural disasters Food prices The current state of the economy Corruption of officials The quality of health care in your country Impact of global warming The rate of crime in your community Blue = economic anxiety Red = social/political anxiety
  11. 11. 11 Events in your life, in the country and in the world can make people nervous or anxious. For each of the following, please indicate how nervous or anxious you currently are, or not. *Asked only in markets that do not have universal health care Globally, the current cost of living generates the greatest anxiety… The current political leadership in your country The current state of the economy The quality of health care in your country The current cost of living in your country You and your family’s current job security The rate of crime in your community Current military hostilities around the world Potential military hostilities around the world The threat of terrorism 900 800 700 600 500 400 300 200 100 The cost of health care in your country* Global General Anxiety Measures: Global Average AnxietyIndex: % who are “nervous or anxious”/% who are not
  12. 12. 12 Overall, given everything that is going on in the world, the country and your family’s life, how nervous or anxious would you say you currently are about each of the following? The war in Afghanistan Food prices The housing market Gasoline/petrol prices The state of education in your country Unemployment rates The stock market The state of national infrastructure in your country Corruption of officials Global pandemic diseases Your government’s budget deficit Safety of the food supply Natural disasters Impact of global warming 900 800 700 600 500 400 300 200 100 …specifically driven by concern about the price of everyday essentials like food and gas. Unemployment is also driving anxiety around the world. Global Specific Anxiety Measures: Global Average AnxietyIndex: % who are “nervous or anxious”/% who are not
  13. 13. 13 Events in your life, in the country and in the world can make people nervous or anxious. For each of the following, please indicate how nervous or anxious you currently are, or not. Anxieties in Western Europe vary considerably. Concerns about the economy and the cost of living are highest in France and Spain, where these anxieties are nearly universal among adults. *Asked only in markets that do not have universal health care Global Regional Finland France Germany Italy Spain U.K. General Anxiety Measures: Western Europe The current political leadership in your country The quality of health care in your country The current cost of living in your country You and your family’s current job security The threat of terrorism 900 800 700 600 500 400 300 200 100 Spain = 1362 France = 1603 France = 1190 The current state of the economy The rate of crime in your community Current military hostilities around the world Potential military hostilities around the world The cost of health care in your country* AnxietyIndex: % who are “nervous or anxious”/% who are not
  14. 14. 14 Overall, given everything that is going on in the world, the country and your family’s life, how nervous or anxious would you say you currently are about each of the following? Adults in Finland, Germany and the U.K. are considerably less anxious than other Western Europeans. Global Regional Finland France Germany Italy Spain U.K. Specific Anxiety Measures: Western Europe The war in Afghanistan Food prices The housing market Gasoline/petrol prices The state of education in your country Unemployment rates The stock market Corruption of officials Global pandemic diseases Your government’s budget deficit Natural disasters Impact of global warming 900 800 700 600 500 400 300 200 100 France = 1235 Spain = 1564 Safety of the food supply The state of national infrastructure in your country AnxietyIndex: % who are “nervous or anxious”/% who are not
  15. 15. 15 Events in your life, in the country and in the world can make people nervous or anxious. For each of the following, please indicate how nervous or anxious you currently are, or not. In Eastern Europe, Czechs are significantly more anxious than Russians—concerned not only about the economy and the cost of living but also about their political leadership (this may be due in part to the contentious elections that coincided with our survey-taking). *Asked only in markets that do not have universal health care Global Regional Czech Republic Russia General Anxiety Measures: Eastern Europe The current political leadership in your country The quality of health care in your country The current cost of living in your country You and your family’s current job security The threat of terrorism The current state of the economy The rate of crime in your community Current military hostilities around the world Potential military hostilities around the world The cost of health care in your country* 900 800 700 600 500 400 300 200 100 AnxietyIndex: % who are “nervous or anxious”/% who are not
  16. 16. 16 Overall, given everything that is going on in the world, the country and your family’s life, how nervous or anxious would you say you currently are about each of the following? The war in Afghanistan Food prices The housing market Gasoline/petrol prices The state of education in your country Unemployment rates The stock market Corruption of officials Global pandemic diseases Your government’s budget deficit Natural disasters Impact of global warming Safety of the food supply The state of national infrastructure in your country Czechs are also more nervous than Russians about food prices, their government’s budget deficit and corruption. Russians, by contrast, are among the most worried in the world about the safety of their food supply. Global Regional Czech Republic Russia Specific Anxiety Measures: Eastern Europe 900 800 700 600 500 400 300 200 100 AnxietyIndex: % who are “nervous or anxious”/% who are not
  17. 17. 17 Events in your life, in the country and in the world can make people nervous or anxious. For each of the following, please indicate how nervous or anxious you currently are, or not. *Asked only in markets that do not have universal health care Global Regional Pakistan Saudi Arabia Egypt South Africa General Anxiety Measures: Middle East/Africa The current political leadership in your country The quality of health care in your country The current cost of living in your country You and your family’s current job security The threat of terrorism South Africa = 1719 South Africa = 1719 The current state of the economy The rate of crime in your community Current military hostilities around the world Potential military hostilities around the world The cost of health care in your country* In the Middle East and Africa, anxieties around the rate of crime peak among South Africans and Pakistanis. 900 800 700 600 500 400 300 200 100 AnxietyIndex: % who are “nervous or anxious”/% who are not
  18. 18. 18 Overall, given everything that is going on in the world, the country and your family’s life, how nervous or anxious would you say you currently are about each of the following? The war in Afghanistan Food prices The housing market Gasoline/petrol prices The state of education in your country Unemployment rates The stock market Corruption of officials Global pandemic diseases Your government’s budget deficit Natural disasters Impact of global warming 900 800 700 600 500 400 300 200 100 Pakistan = 1221 Pakistan = 1191 South Africa = 1249 South Africa = 1737 South Africa = 1258 Safety of the food supply The state of national infrastructure in your country Prices around everyday essentials, like gasoline and food, as well as unemployment are also driving anxiety in these markets. Global Regional Pakistan Saudi Arabia Egypt South Africa Specific Anxiety Measures: Middle East/Africa AnxietyIndex: % who are “nervous or anxious”/% who are not
  19. 19. 19 Events in your life, in the country and in the world can make people nervous or anxious. For each of the following, please indicate how nervous or anxious you currently are, or not. *Asked only in markets that do not have universal health care AnxietyIndex: % who are “nervous or anxious”/% who are not Global Regional China Hong Kong Japan South Korea General Anxiety Measures: North Asia The current political leadership in your country The quality of health care in your country The current cost of living in your country You and your family’s current job security The threat of terrorism Japan = 1424 The current state of the economy The rate of crime in your community Current military hostilities around the world Potential military hostilities around the world The cost of health care in your country* Among our North Asia markets, South Koreans are notably anxious about the state of the economy. Political anxieties in Japan were likely off the chart due to last year’s presidential election. 900 800 700 600 500 400 300 200 100
  20. 20. 20 Global Regional China Hong Kong Japan South Korea Specific Anxiety Measures: North Asia Overall, given everything that is going on in the world, the country and your family’s life, how nervous or anxious would you say you currently are about each of the following? The war in Afghanistan Food prices The housing market Gasoline/petrol prices The state of education in your country Unemployment rates The stock market Corruption of officials Global pandemic diseases Your government’s budget deficit Natural disasters Impact of global warming Safety of the food supply The state of national infrastructure in your country Anxieties in China and Hong Kong mirror those seen in the rest of the globe, while adults in Japan are significantly more nervous about their budget deficit and, understandably, natural disasters. South Koreans worry about gas prices and employment. 900 800 700 600 500 400 300 200 100 AnxietyIndex: % who are “nervous or anxious”/% who are not
  21. 21. 21 Events in your life, in the country and in the world can make people nervous or anxious. For each of the following, please indicate how nervous or anxious you currently are, or not. *Asked only in markets that do not have universal health care Global Regional Indonesia Singapore Thailand India Australia General Anxiety Measures: South Asia The current political leadership in your country The quality of health care in your country The current cost of living in your country You and your family’s current job security The threat of terrorism The current state of the economy The rate of crime in your community Current military hostilities around the world Potential military hostilities around the world The cost of health care in your country* 900 800 700 600 500 400 300 200 100 South Asians are most concerned about the economy and the cost of living—although to a lesser extent than respondents elsewhere in the world. Indian concerns are focused on political leadership, terrorism and crime. AnxietyIndex: % who are “nervous or anxious”/% who are not
  22. 22. 22 Overall, given everything that is going on in the world, the country and your family’s life, how nervous or anxious would you say you currently are about each of the following? The war in Afghanistan Food prices The housing market Gasoline/petrol prices The state of education in your country Unemployment rates The stock market Corruption of officials Global pandemic diseases Your government’s budget deficit Natural disasters Impact of global warming Safety of the food supply The state of national infrastructure in your country Worldwide, Indonesians are among the most concerned about corruption, while Indians worry about factors such as gas prices and their government’s deficit, as well as greater social concerns like global warming. 900 800 700 600 500 400 300 200 100 Global Regional Indonesia Singapore Thailand India Australia Specific Anxiety Measures: South Asia AnxietyIndex: % who are “nervous or anxious”/% who are not
  23. 23. 23 Events in your life, in the country and in the world can make people nervous or anxious. For each of the following, please indicate how nervous or anxious you currently are, or not. The economy and the current cost of living are the greatest drivers of anxiety in North America, with Americans significantly more worried about the state of the economy than Canadians and others across the globe. *Asked only in markets that do not have universal health care Global Regional United States Canada General Anxiety Measures: North America The current political leadership in your country The quality of health care in your country The current cost of living in your country You and your family’s current job security The threat of terrorism The current state of the economy The rate of crime in your community Current military hostilities around the world Potential military hostilities around the world The cost of health care in your country* 900 800 700 600 500 400 300 200 100 AnxietyIndex: % who are “nervous or anxious”/% who are not
  24. 24. 24 Overall, given everything that is going on in the world, the country and your family’s life, how nervous or anxious would you say you currently are about each of the following? The war in Afghanistan Food prices The housing market Gasoline/petrol prices The state of education in your country Unemployment rates The stock market Corruption of officials Global pandemic diseases Your government’s budget deficit Natural disasters Impact of global warming Safety of the food supply The state of national infrastructure in your country The price of everyday essentials—like gasoline and food—are also major concerns in the U.S. and, to a lesser extent, Canada. Compared with the global average, Americans are significantly more anxious about their government’s budget deficit. 900 800 700 600 500 400 300 200 100 Global Regional United States Canada Specific Anxiety Measures: North America AnxietyIndex: % who are “nervous or anxious”/% who are not
  25. 25. 25 Events in your life, in the country and in the world can make people nervous or anxious. For each of the following, please indicate how nervous or anxious you currently are, or not. *Asked only in markets that do not have universal health care The current political leadership in your country The quality of health care in your country The current cost of living in your country You and your family’s current job security The threat of terrorism The current state of the economy The rate of crime in your community Current military hostilities around the world Potential military hostilities around the world The cost of health care in your country* Anxieties vary significantly in South America. Brazilians are most concerned about the quality of their heath care—perhaps a reflection of their more developed economy. The crime rate, especially in Argentina, is a bigger cause of anxiety in this region than elsewhere around the world. Global Regional Brazil Argentina Colombia Mexico General Anxiety Measures: South America 900 800 700 600 500 400 300 200 100 AnxietyIndex: % who are “nervous or anxious”/% who are not
  26. 26. 26 Overall, given everything that is going on in the world, the country and your family’s life, how nervous or anxious would you say you currently are about each of the following? The war in Afghanistan Food prices The housing market Gasoline/petrol prices The state of education in your country Unemployment rates The stock market Corruption of officials Global pandemic diseases Your government’s budget deficit Natural disasters Impact of global warming Safety of the food supply The state of national infrastructure in your country Anxiety over government corruption is higher in South America than in the rest of the world— peaking in Argentina. Anxiety over food prices in Argentina, unemployment rates in Mexico and global warming in Colombia are also noteworthy. Global Regional Brazil Argentina Colombia Mexico Specific Anxiety Measures: South America 900 800 700 600 500 400 300 200 100 AnxietyIndex: % who are “nervous or anxious”/% who are not
  27. 27. 27 When, if ever, do you think the economy will start to get better? Perceptions of the timing of an economic recovery vary greatly around the world. Hong Kong Egypt China Canada India Colombia Thailand Indonesia Singapore Brazil Australia United States Pakistan Saudi Arabia Mexico Italy Finland South Korea Germany Argentina France United Kingdom Spain South Africa Czech Republic Russia Japan When the Economy Will Improve 2013 2014 or later No idea 20 48 65 40 15 12 4640 14 43 73 42 16 15 11 39 56 43 19 18 25 35 55 45 21 20 24 35 61 47 23 18 16 34 25 47 24 19 51 26 46 49 29 25 25 38 49 51 31 11 20 34 52 52 31 14 17 22 48 54 33 24 19 34 37 54 34 12 29 23 34 57 37 20 29 29 37 59 37 12 26
  28. 28. 28 Thinking about everything in your life, how would you describe your overall happiness?  Happiness also varies greatly around the world. Brazil, Indonesia and India are the happiest markets among those we studied. % Very Happy19 18 16 15 14 13 12 11 10 7 7 5 4 United Kingdom South Africa Finland China Pakistan Italy France Spain Germany Czech Republic South Korea Russia Japan 45 41 39 32 32 28 28 27 27 25 24 24 20 19 Brazil Indonesia India Mexico Colombia Canada United States Hong Kong Argentina Australia Saudi Arabia Egypt Thailand Singapore
  29. 29. 29 Overall, given everything that is going on in the world, the country and your family’s life, how nervous or anxious would you say you currently are? Thinking about everything in your life, how would you describe your overall happiness?  Interestingly, there is no correlation between happiness and overall anxiety… 60% 50% 40% 30% 20% 10% 10% 15% 20% 25% 30% 35% 40% Pakistan Spain ItalyJapan China Finland South Korea Germany United Kingdom Russia France South AfricaCzech Republic NOT ANXIOUS AND NOT HAPPY ANXIOUS AND NOT HAPPY ANXIOUS BUT HAPPY NOT ANXIOUS AND HAPPY Singapore Saudi Arabia Indonesia Thailand Australia Colombia Mexico United States Egypt Argentina India Canada Hong Kong Brazil
  30. 30. 30 …or any specific anxiety measure, as well as age or income. (Perhaps money can’t buy happiness.) -1 -0.5 0 0.5 1 Strong negative correlation Weak negative correlation Weak positive correlation Strong positive correlation Age The war in Afghanistan Current military hostilities around the world The threat of terrorism Global pandemic diseases Impact of global warming Potential military hostilities around the world Natural disasters The rate of crime in your community Corruption of officials The stock market Safety of the food supply Your government’s budget deficit The state of education in your country Income The current political leadership in your country Gasoline/petrol prices The quality of health care in your country The state of the national infrastructure in your country The housing market The cost of health care in your country Unemployment rates Food prices The current state of the economy The current cost of living in your country You and your family’s current job security 0.031 -0.006 0.004 -0.014 -0.029 -0.042 -0.055 -0.06 -0.063 -0.066 -0.086 -0.101 -0.104 -0.105 -0.113 -0.117 -0.119 -0.121 -0.162 -0.174 -0.18 -0.208 -0.21 -0.025 -0.147 -0.155
  31. 31. Want to learn more? Contact us. Ann Mack 212-210-7378 ann.mack@jwt.com @annmmack Mark Truss 212-210-5699 mark.truss@jwt.com Jessica Vaughn 212-210-8583 jessica.vaughn@jwt.com @jess_vaughn www.anxietyindex.com @anxietyindex Karen Montecuollo 212-210-8812 karen.montecuollo@jwt.com
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