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or
Whatever
is
important
to you
Open-mindedness:
Being broad-minded
Honesty:
Being sincere, having integrity
Looking good:
Seeking the utmost attractive appearance
Having fun:
Having a good time
American Culture:
Wealth, Power, Freedom, Fun
% who attribute listed value as important to American culture
(base: value is extremely/very important to them)
Wealth 90%
Power 88
Freedom 87
Enjoying life 87
Having fun 87
Pleasure 84
Status 83
Material security 83
Ambition 82
Self-reliance 82
Sex 82
American Culture:
Not Faith, Equality, Honesty
% who attribute listed value as important to American culture
(base: value is extremely/very important to them)
Modesty 51%
Simplicity 47
Social tolerance 41
Tradition 41
Traditional gender roles 41
Thrift 41
Spirituality 37
Enduring love 37
Respecting ancestors 37
Obedience 35
Stable per. relationships 34
Honesty 33
Equality 33
Faith 33
Countries Most Aligned
With American Culture
% who attribute their values as important to American culture
(base: value is extremely/very important to them)
Venezuela 84%
72% USA Taiwan 80
Philippines 79
Brazil 76
Australia 75
Hungary 75
South Africa 75
India 74
Korea 74
Japan 73
Poland 72
Mexico 72
Russia 72
Thailand 72
Countries Least Aligned
With American Culture
% who attribute their values as important to American culture
(base: value is extremely/very important to them)
Singapore 71%
72% USA Hong Kong 70
China 70
Argentina 70
Indonesia 68
Canada 68
Czech Republic 66
U.K. 65
Sweden 63
Italy 63
France 63
Spain 59
Turkey 57
Saudi Arabia 55
Germany 55
Egypt 55
What’s Changed Since the 1990s
World’s Perception of America:
More Power, “Striver” Values
Top values attributed to American culture (base: values extremely/very important)
1999 2004
Wealth Wealth
Freedom Power
Sex Enjoying life
Having fun Freedom
A varied life Having fun
Health & fitness Pleasure
Enjoying life Status
Adventure Ambition
Power Health & fitness
Self-reliance Material security
Material security Knowledge
Internationalism Self-reliance
Knowledge Sex
Based on consistent values set and total population weighting (1999/2004)
Most Notable Declines:
Internationalism, Altruistic Values Drop
Change in rank of values attributed to American culture
(base: value is extremely/very important)
Change
1999 Rank 2004 Rank in Rank
Internationalism 11 29 -18
Equality 28 42 -14
Excitement 14 27 -13
A varied life 5 17 -12
Adventure 6 16 -10
Curiosity 16 26 -10
Sex 3 13 -10
Justice 26 35 -9
Social tolerance 43 52 -9
Social stability 33 41 -8
Individuality 17 24 -7
Open-mindedness 24 30 -6
Preserving the environ. 30 36 -6
Based on consistent values set and total population weighting (1999/2004)
Values Alignment: Shifts from 1999
Change in rank (1999 v. 2004): % of total values attributed (by listed country) to
American culture (base: total values that are extremely/very important to country)
Change in Rank Change in Rank
2004 Rank from 1999 2004 Rank from 1999
1 Venezuela 9 15 USA -14
2 Taiwan 3 16 Hong Kong 0
3 Philippines 19 17 China -9
4 Brazil 21 18 Argentina 5
5 Australia 2 19 Canada -4
6 Hungary 0 20 Indonesia -3
7 South Africa 2 21 Czech Repub -9
8 India 16 22 U.K. -8
9 Korea 4 23 France -2
10 Japan -6 24 Italy -5
11 Poland 7 25 Spain -5
12 Mexico 16 26 Turkey 1
13 Russia -11 27 Saudi Arabia -1
14 Thailand -11 28 Germany -17
Fall in Values Alignment:
Western Europe, US Lead Declines
Change in rank of highest values alignment (1999 v. 2004):
% of total values attributed (by listed country) to American culture
(base: total values that are extremely/very important to country)
Germany -17
USA -14
Russia -11
Thailand -11
Czech Repub -9
China -9
UK -8
Japan -6
Spain -5
Italy -5
Americans Themselves:
A Greater Disconnect
Americans Associating
Fewer Values with Their Own Culture
% Americans who attribute listed value as important to American culture
(base: value is extremely/very important to them)
1999 2004
94 93 94
87 85 87 88
83 84 82 80 79
75 76 75 75
70 71 70
63 62 63 59
57 57 59 56
51 54 53 55
50
40 37
Wisdom
Authenticity
Spirituality
Curiosity
responsibility
Individuality
Internationalism
Modesty
Faith
mindedness
Creativity
Adventure
Health and
Being in tune
Enduring love
tolerance
Preserving the
with nature
environment
Social
fitness
Open-
Social
59
55
Enjoying life
Beauty
Power
Freedom
Protecting
Having fun
the family
Leisure
Pleasure
Respecting
ancestors
1999 2004
26% now is a good time to buy
KYOTO AGREEMENT
KYOTO AGREEMENT
Unemployment 5.7%
13% concerned about
27% concerned about
recession and unemployment
recession and unemployment
Today’s Americans: More Realistic?
% Americans/Global* who attribute listed value as important to American culture
(base: value is extremely/very important to them)
94 91
Global United States
90 90 91 89
86 87 87 86 86 86 85 85 86 84
83 83 83 83 83 82 82 81 80 80 80 80 7880 78 78 78
74 75 76 75 75
71 70
Ambition
Enjoying life
Status
Being youthful
Looking good
Wealth
Power
A varied life
Knowledge
Freedom
Material security
Sex
Adventure
Having fun
Learning
Health and fitness
Leisure
Pleasure
Self-reliance
Being enterprising
38
34 32
Australia
Saudi Arabia
USA
U.K.
Egypt
Russia
Hungary
Germany
China
Singapore
Italy
India
Turkey
Japan
Spain
Thailand
Brazil
Venezuela
Czech Republic
Sweden
44 44
39 39 37 36
32 31 29
23
Australia
Argentina
Saudi Arabia
Egypt
Philippines
Korea
Canada
India
France
Italy
Russia
Germany
Turkey
Hong Kong
Thailand
Spain
Brazil
Venezuela
Czech Republic
Taiwan
Saudi Arabia
Argentina
U.K.
Egypt
Hungary
India
Indonesia
Korea
China
Turkey
Germany
France
Thailand
Hong Kong
Japan
Poland
Mexico
Spain
Venezuela
Taiwan
South Africa
Saudi Arabia
Egypt
Philippines
Singapore
India
France
Hungary
China
Russia
Turkey
Germany
Hong Kong
Poland
Spain
Brazil
Venezuela
Taiwan
Sweden
2003 2004
American Brands 36% 35%
Non-American Brands 48% 47%
Using a consistent set of 15 American brands and 13 Non-American brands between 2003 and 2004
A Brand Associated with Honesty
2003 2004
American Brands 18% 15%
Non-American Brands 19% 16%
Using a consistent set of 15 American brands and 13 Non-American brands between 2003 and 2004
New Challenges for Global Brands