JWT AnxietyIndex: Egypt (November 2010)
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JWT AnxietyIndex: Egypt (November 2010)

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The JWT AnxietyIndex was launched in February 2003 during the run-up to the war in Iraq. It tracks the level and intensity of consumer anxiety and the drivers of that anxiety. It examines safety and ...

The JWT AnxietyIndex was launched in February 2003 during the run-up to the war in Iraq. It tracks the level and intensity of consumer anxiety and the drivers of that anxiety. It examines safety and security concerns—the threat of terrorism, potential and current military hostilities, crime—as well as economic worries, such as the cost of health care, the cost of living and job security.

JWT launched the baseline study for AnxietyIndex in Egypt in November 2010, less than three months before the popular uprising. Our quantitative online survey included 580 adults ages 18 and older.

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JWT AnxietyIndex: Egypt (November 2010) JWT AnxietyIndex: Egypt (November 2010) Presentation Transcript

  • ANXIETYINDEX EGYPT NOVEMBER 2010
  • AGENDA Background and Methodology ........................................................................3 What is making Egyptians anxious today?..................................................52
  • BACKGROUND AND METHODOLOGY The JWT AnxietyIndex was launched in February 2003 during the run-up to the war in Iraq. It tracks the level and intensity of consumer anxiety and the drivers of that anxiety. It examines safety and security concerns—the threat of terrorism, potential and current military hostilities, crime—as well as economic worries, such as the cost of health care, the cost of living and job security. JWT launched the baseline study for AnxietyIndex in Egypt in November 2010, less than three months before the popular uprising. Quantitative online survey: n=580 adults age 18+3
  • What was simmering here ... Tahrir Square, Cairo ... that made this a reality?4
  • WHAT IS MAKING EGYPTIANS ANXIOUS TODAY?5
  • Leading up to the current crisis, anxiety was running high: Three out of four Egyptians said they felt somewhat or very nervous/anxious. 70 77 2010 60 54 50 40 24 30 23 20 20 10 4 0 Very Somewhat Not very Not at all nervous/anxious nervous/anxious nervous/anxious nervous/anxious % 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?6
  • In a global context, Egypt ranks among the most anxious nations, and it’s significantly more anxious than other markets in the region. Percent who are Very/Somewhat Nervous/Anxious 100 90 80 70 60 50 90 84 40 77 74 30 70 70 66 63 61 57 54 51 20 35 10 0 Japan Russia Egypt India U.S. Spain Brazil U.K. Australia U.A.E Canada Saudi China Arabia % Overall, given everything that is going on in the world, the country, and your family’s life,7 how nervous or anxious would you say you currently are?
  • ANXIETYINDEX MAP SAFETY/SECURITY ECONOMIC The Current State of the Economy The Potential Threat The Cost of Health of Terrorism Care in Your Country FURTHER FURTHER FROM FROM “HOME” “HOME” Potential Military Hostilities Around The Current Cost the World of Living in Your Country CLOSER CLOSER TO TO “HOME” Current Military You and Your “HOME” Hostilities Around the World Family’s Current Job Security The Current Political The Rate of Crime in Leadership in Your Country Your Community SAFETY/SECURITY ECONOMIC8
  • On a macro level, Egyptians are most concerned about economic issues: the overall state of the economy and the cost of living ... The Current State of the Economy 600 The Potential The Cost of Threat of 500 Health Care in Terrorism Your Country 400 300 200 Potential The Current Military Hostilities 100 Cost of Living Around the World in Your Country 0 Current Military You and Your Family’s Hostilities Current Job Security Around the World The Current The Rate of Crime Political Leadership in Your Community in Your Country AnxietyIndex: % who are nervous or anxious/% who are not Events in your life, in the country and in the world can make people nervous or anxious. For each of the following, please indicate9 how nervous or anxious you currently are, or not.
  • ... which translates on a micro level to anxiety around the basics of getting by: employment and food prices. Quality of Products from China 700 Your Government’s Global Pandemic Diseases Budget Deficit 600 Impact of Global Warming 500 The Stock Market 400 300 Natural Disasters 200 Bank Failures 100 0 The war in Afghanistan The Housing Market The war in Iraq Unemployment Rates The State of Your National Gasoline Prices Infrastructure Safety of the Food Food Prices Supply AnxietyIndex: % who are nervous or anxious/% who are not Events in your life, in the country and in the world can make people nervous or anxious. For each of the following, please indicate10 how nervous or anxious you currently are, or not.
  • When asked pre-crisis about sources of anxiety specific to Egypt, Egyptians cited political instability/government as one of their key concerns ... The Rising Cost of I Worry about Losing Living/Inflation My Job/Not Finding a Job 700 The Quality of Education Religious Tension/Conflicts/Fanaticism 600 Traffic Congestion 500 Political Instability Fulfilling Financial Obligations (Defaulting on My Loans) and Government 400 300 The Quality of Starting a Family Health Care in Egypt 200 The Increasing 100 Being Able to Afford Level of Pollution Proper Education in Egypt 0 The Effect of Internet Time Pressure and Satellite on Egypt’s Societal Values New Presidential The Increasing Level Elections of Violence and Crime Welfare and Future of the Retirement Benefits Economy/Country Buying a Home Food Hygiene or Apartment The Increasing Consumer Protection Level of Health Risks and Safety and Diseases in Egypt AnxietyIndex: % who are nervous or anxious/% who are not Events in your life, in the country and in the world can make people nervous or anxious. For each of the following, please indicate11 how nervous or anxious you currently are, or not.
  • ... and were highly pessimistic, especially around the factors that affect them every day. 2010 WORSE BETTER Bank failures -5 The state of your national infrastructure -16 The stock market -16 You and your family’s current job security -17 The potential threat of terrorism -23 The current political leadership in your country -23 Global pandemic diseases -30 Current military hostilities around the world -31 Potential military hostilities around the world -33 Your government’s budget deficit -38 Safety of the food supply -39 The housing market -40 The rate of crime in your community -41 The cost of health care in your country -41 The current state of the economy -44 Gasoline prices -52 Unemployment rates -56 Food prices -64 The current cost of living in your country -66 % % who expect it will get “better” minus % who expect it will get “worse” in the next six months And over the next six months, do you expect that each of the following will…?12
  • While many Egyptians report finding it difficult to keep up their standard of living, perhaps most telling is the fairly low level of satisfaction with their current lot. Sources of Anxiety: Economics It is getting harder to maintain my living standards 47 36 82 The economic situation is getting worse and resluting in higher levels of violence and crimes 37 45 82 The cost of education is increasing; it’s harder to get a good education for myself/my kids 35 46 81 I would like to slow down, but I can’t 44 29 73 afford the luxury of doing less I am satisfied with my current living standard 43 13 55 I am satisfied with my current job 38 17 55 Somewhat Agree Employment opportunities are Strongly Agree becoming more available 18 7 25 % Given everything that is going on in the world, in your country and in your family’s life, how much would you say you agree or13 disagree with each of the following sentences?
  • A majority of Egyptians report that the recession has impacted them personally, with one in three indicating a high level of impact. How much has the recession impacted you personally? 60% 36% Total 6%4% 7% 6% 17% 11% 13% 11% 6% 19% 1-Hasn’t impacted me 10-Has impacted me a great deal No Impact Great Impact % On a scale of 1-10, where 1 means the recession hasn’t impacted me personally at all and 10 means the recession has14 impacted me personally a great deal, how would you rate yourself?
  • Few expressed hope that things would improve soon, with close to half saying they had no idea when the economy would start looking up. When will the economy get better? 60 50 48 40 In the Future 30 20 19 12 14 10 5 2 0 It has already It will start to It will start to It will start to I have no idea I never started to get get better get better get better when it will considered better this fall (2010) next year (2011) in 2012 get better the country or later to be in a % recession When, if ever, do you think the economy wil start to get better?15
  • And while the human spirit to improve one’s well-being is strong in Egypt, some signs of societal discontent hinted at what was to come. Sources of Anxiety: Egyptian Society I am making an effort to improve the person I am 39 50 89 I am actively trying to figure out what makes me happy 41 48 89 More and more, I find I am looking for ways to simplify my life 45 41 87 Scheduling down time or ‘me’ time is important to me 43 43 87 I worry society has become too shallow, focusing on things that don’t really matter 28 58 86 I’ve become more concerned about the need to conserve natural resources in the past 12 months 43 39 82 Life is becoming less enjoyable 44 37 81 As a society we have become intellectually lazy 39 39 78 I am increasingly worried about the threat 36 41 77 of health risks It is getting harder to start a family 40 36 76 I have become less patient 45 23 68 I am more pessimistic about the future of Egypt 34 30 64 I don’t feel I can make much difference in Egypt on my own 35 26 61 I am planning to emigrate soon, because Egypt’s future is not promising 32 22 54 Society is getting more conservative 25 9 34 % Somewhat Agree Strongly Agree Given everything that is going on in the world, in your country and in your family’s life, how much would you say you agree or disagree with each of the following sentences?16
  • THANK YOUMark Truss Ann M. MackDirector of Brand Intelligence Director of TrendspottingJWT Worldwide JWT Worldwidemark.truss@jwt.com ann.mack@jwt.com www.AnxietyIndex.com (c) 2011 J. Walter Thompson Company. All Rights Reserved.