JWT AnxietyIndex JAN2009

ANXIETYINDEX
JANUARY 2009
AGENDA
Methodology
What’s making people anxious today?
U.S.
U.K.
Canada
Summary of Findings
METHODOLOGY
Quantitative survey using SONARTM, JWT’s proprietary online research tool.
Data collected in late December/early January.
U.S.: 500 consumers age 18+ (data collected Dec. 19-22).
U.K.: 564 consumers 18+ (data collected Dec. 23, 2008-Jan. 5, 2009).
Canada: 500 consumers 18+ (data collected Dec. 19-22).
All data weighted by age, gender and income.
WHAT’S MAKING PEOPLE IN
THE U.S. ANXIOUS TODAY?
Anxiety levels remain high …
90
• •
82 82
70 71 •
80
• 78 79
•
80
• • •
70
70
%
60 54
•
Nervous/
Anxious
•
50
% Not
40 Nervous/
Anxious
• • 29
46
30
• • •
20
10
30 30
• • 21 18
20 18 • 22
0
Feb May Feb Aug May Aug Nov Nov Dec
2003 2003 2004 2007 2008 2008 2008 200 8 2008
(Pre- (Post-
Election) Election)
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? (Select one)
... though anxiety intensity has
tapered slightly since the election.
30
•
26 25
• • • 22 21
25 24 25
20 • •
15
•
• •
15
11 13 % Very
Nervous/
Anxious
10
0
Feb May Feb Aug May Aug Nov Nov Dec
2003 2003 2004 2007 2008 2008 2008 200 8 2008
(Pre- (Post-
Election) Election)
ANXIETYINDEX MAP
SAFETY/SECURITY ECONOMIC
Political Leadership
Threat of State of
Terrorism
FURTHER Economy FURTHER
FROM FROM
“HOME” “HOME”
Potential
Military Cost of
Hostilities Health Care
CLOSER CLOSER
TO TO
Current Cost of
“HOME” Living
“HOME”
Military
Hostilities
Crime Job Security
All eyes are on the economy.
December 2008 August 2007
1000
Threat of State of
Terrorism 750 Economy
500 687
Potential
195
250
Military
165 Cost of
238 0 355
233 70
150 383
Current Cost of
Military Living
Hostilities
Crime Job Security
December 2008 August 2007 AnxietyIndex: % who are nervous or anxious/% who are not
Economic anxiety has lessened since
last month—acceptance or optimism?
December 2008 November 2008
1000
Threat of State of
500 687
195
Potential 250
Military 165 Cost of
238 0 355
233 70
150 383
Current Cost of
Military Living
Hostilities
Crime Job Security
December 2008 November 2008 AnxietyIndex: % who are nervous or anxious/% who are not
Attention may start shifting from
financial institutions to unemployment.
Your Government’s
Budget Deficit
Threat of Terrorism 500
The Stock Market
in your Country
400
The State of our
The War in National Infrastructure
Afghanistan 300
200
The War in Iraq Bank Failures
100
0
Impact of The Housing
Global Warming Market
Natural Disasters Gasoline Prices
Safety of the Food Prices

Food Supply
Quality of Products Unemployment

we Import from China Rates
December 2008 November 2008 AnxietyIndex: % who are nervous or anxious/% who are not
Obama brings hope, which has yet
to translate into reassurance.
WORSE BETTER
-50%
-50% -40% -30% -20%
-20% -10%
-10 % 0%
0 % 10%
10% 20%
20% 30%
30%
The current political leadership in your country

You and your family’s current job security
Bank failures
The stock market
The rate of crime in your community
Current military hostilities around the world
Unemployment
The housing market is a concern,
though this may
The potential threat of terrorism be accompanied
Gasoline prices by a “not me”
mentality.
Potential military hostitlities around the world
The current state of the economy
The cost of health care in your country
Food prices
Unemployment rates
The current cost of living in your country
Your government’s budget deficit December 2008
% who expect it will get better/% who expect it will get worse in the next six months
THE U.K. ANXIOUS TODAY?
Anxiety levels remained high
through the last quarter of 2008 ...
90
80 73
74 71
70 • • %
•
60
Nervous/
Anxious
50
% Not
40 Nervous/
Anxious
30
20 • • •
26 29 27
10
0
Aug 2008 Nov 2008 (Post-U.S. Election) Dec 2008
... while the intensity of that
anxiety appears to be on the rise.
30
25
20
17
15
15
• •
12
10 • % Very
Nervous/
Anxious
0
ANXIETYINDEX MAP
Threat of State of
Terrorism
FROM FROM
Potential
Military Cost of
CLOSER CLOSER
TO TO
Current Cost of
“HOME” Living
“HOME”
Military
Hostilities
Crime Job Security
Anxiety concerns have broadened from
issues close to home for consumers (the
cost of living)
December to2008
2008 November the state
August 2008 of the U.K. economy.
1000
Threat of
Terrorism 750
758 State of
Economy
181
500
131
Potential 250
Military Cost of
199 0
89
428
205
Current Cost of
Military
126 131 Living
Hostilities
Crime Job Security
December 2008 November 2008 August 2008 AnxietyIndex: % who are nervous or anxious/% who are not
Concerns over bank failures and
unemployment appear to be abating,
while concern
December about
2008 November 2008 food prices is nudging up.
The War in Iraq

500
The War in
Bank Failures Afghanistan
Impact of 400
Global Warming The Housing
Market
300
200
Natural Disasters
Gasoline Prices
100
0
Safety of the
Food Supply Food Prices
Quality of Products
we Import from China Unemployment
Rates
Your Government’s
Budget Deficit Bank Failures
Threat of Terrorism The Stock Market
in your Country
The State of our
National Infrastructure
AnxietyIndex: % who are nervous or anxious/% who are not

In general, pessimism abounds,
especially related to the economy at large.
WORSE
Gasoline prices -19

December 2008
The potential threat of terrorism -22
You and your family’s current job security -27
The cost of health care in your country -27
Bank failures -29
The rate of crime in your community -31
Potential military hostilities around the world -35
The current political leadership in your country -35
Current military hostilties around the world -36
Food prices -41
The stock market -44
The housing market -49
The current cost of living in your country -59
The current state of the economy -59
Your government’s budget deficit -62
Unemployment rates -78
CANADA ANXIOUS TODAY?
Anxiety levels are high ...
90
80
70
•
71
70
60
63
• %
•
Nervous/
Anxious
50
% Not
•37
40 Nervous/
Anxious
30
20
•
29
•
30
10
0
... though it is not very intense.
30
% Very
25 Nervous/
Anxious
20
15
12
9 10
• •
•
10
0
ANXIETYINDEX MAP
Threat of State of
Terrorism
FROM FROM
Potential
Military Cost of
CLOSER CLOSER
TO TO
Current Cost of
“HOME” Living
“HOME”
Military
Hostilities
Crime Job Security
All eyes are on the economy ...
1000
Threat of State of
500 513
186
Potential
Military
88 250
Cost of
172 0
114
179
87 107 283
Current Cost of
Military Living
Hostilities
Crime Job Security

ber 2008 November
December2008
2008 November 2008 AnxietyIndex: % who are nervous or anxious/% who are not
... though the cost and quality
of food are also concerns.
Your Government’s
Budget Deficit
Threat of Terrorism 500
The Stock Market
in your Country
400
The State of our
The War in National Infrastructure
Afghanistan 300
200
The War in Iraq Bank Failures
100
0
Impact of The Housing
Global Warming Market
Natural Disasters Gasoline Prices
Safety of the Food Prices

Food Supply
Quality of Products Unemployment

we Import from China Rates
ber 2008 November

December2008
2008 November 2008 AnxietyIndex: % who are nervous or anxious/% who are not
Canadians expect unemployment to
get worse though this may be accompanied
by a “not me” mentality.
WORSE BETTER
-60% -50%
-50% -40%
-40% -30%
-30% -20%
-20 %--10%
0 1 % 0%
0 % 10%
10% 20%
20%
You and your family’s current job security

The current political leadership in your country December 2008
Bank failures
Gasoline prices
The potential threat of terrorism
The cost of health care in your country
The rate of crime in your community
The stock market
Potential military hostitlities around the world
Current military hostilities around the world
The housing market
The current state of the economy
The current cost of living in your country
Food prices
Your government’s budget deficit
Unemployment rates
SUMMARY
OF FINDINGS
SUMMARY
OF FINDINGS
In all three countries, survey respondents report feeling nervous or anxious
about what’s going on in the world, the country and their family’s life.
In the U.S., where we’ve been tracking anxiety since 2003, anxiety remained
consistently high in 2008—ranging from 82 percent in August to 78 percent in
December.
In Canada and the U.K., anxiety levels were slightly lower, with 70 percent of
Canadians and 73 percent of Britons reporting anxiety.
The U.S. is also experiencing the most intense anxiety: 21 percent report
they are very nervous or anxious.
The U.K. falls 4 points behind the U.S., with 17 percent very nervous/anxious.
Canadians are more laidback: Only 12 percent say they are very
nervous/anxious.
SUMMARY
OF FINDINGS ((ccoonntt’’dd..))
Not surprisingly, respondents’ anxieties are clustered around the
economy, with the specific focus varying by country:
Americans are chiefly worried about unemployment rates.
Britons are most concerned about the high cost of food.
Canadians are anxious about the cost of food and the quality of Chinese
imports.
The outlook is pessimistic in all three countries: Large pluralities of
respondents fear that unemployment rates and their government’s deficit
will worsen over the next six months.
THANK YOU
Ann M. Mack Mark Truss

Director of Trendspotting Director of Brand Intelligence
JWT Worldwide JWT New York
ann.mack@jwt.com mark.truss@jwt.com
www.AnxietyIndex.com

JWT AnxietyIndex JAN2009

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Safety of the Food Prices

Quality of Products Unemployment

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