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AnxietyIndex: 2013 Global Report (August 2013)
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2013 GLOBAL REPORT AUGUST 2013
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Transcript of AnxietyIndex: 2013 Global Report (August 2013)
2013 GLOBAL REPORT
AUGUST 2013
2
BACKGROUNDJWT’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.
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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.
METHODOLOGYWe 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
ANXIETYINDEX CALCULATIONThe 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.
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
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.
Paki
stan
Spai
n
Arge
ntin
a
Ital
y
Japa
n
Fran
ce
Czec
h Re
publ
ic
Sout
h Af
rica
Egyp
t
Sout
h Ko
rea
Uni
ted
Stat
es
Mex
ico
Indi
a
Saud
i Ara
bia
Russ
ia
Colo
mbi
a
Hon
g Ko
ng
Braz
il
Indo
nesi
a
Sing
apor
e
Uni
ted
King
dom
Aust
ralia
Thai
land
Chin
a
Cana
da
Ger
man
y
Finl
and
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Anxious
Not Anxious
Overall Anxiety by Market:
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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.
Paki
stan
Sout
h Af
rica
Spai
n
Czec
h Re
publ
ic
Indi
a
Fran
ce
Japa
n
Arge
ntin
a
Uni
ted
Stat
es
Ital
y
Egyp
t
Mex
ico
Braz
il
Colo
mbi
a
Aust
ralia
Russ
ia
Sout
h Ko
rea
Uni
ted
King
dom
Indo
nesi
a
Saud
i Ara
bia
Thai
land
Hon
g Ko
ng
Cana
da
Sing
apor
e
Chin
a
Ger
man
y
Finl
and
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Very Nervous or Anxious
Overall Anxiety by Market:
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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
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.
FinlandFranceGermanyItalySpainUnited KingdomCzech RepublicRussiaEgyptPakistanSaudi ArabiaSouth AfricaChinaHong KongJapanSouth KoreaAustraliaIndiaIndonesiaSingaporeThailandCanadaUnited StatesArgentinaBrazilColombiaMexico
Western Europe
Eastern Europe
Middle East/ Africa
North Asia
South Asia
North America
South America
The current state of the economyThe current state of the economyGasoline/petrol pricesCorruption of officialsUnemployment ratesThe current state of the economyThe current political leadership in your countryThe quality of health care in your countryCurrent military hostilities around the worldGasoline/petrol pricesCurrent military hostilities around the worldGasoline/petrol pricesThe quality of health care in your countryThe housing marketThe current political leadership in your countryUnemployment ratesThe current cost of living in your countryGasoline/petrol pricesThe stock marketThe current cost of living in your countryNatural disastersFood pricesThe current state of the economyCorruption of officialsThe quality of health care in your countryImpact of global warmingThe rate of crime in your community
Blue = economic anxiety Red = social/political anxiety
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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
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
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 = 1362France = 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
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
100France = 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
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 terrorismThe 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
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 Europe900
800
700
600
500
400
300
200
100
AnxietyIndex: % who are “nervous or anxious”/% who are not
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
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
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
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
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 terrorismThe 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
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
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 terrorismThe 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
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
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 terrorismThe 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 America900
800
700
600
500
400
300
200
100
AnxietyIndex: % who are “nervous or anxious”/% who are not
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 America900
800
700
600
500
400
300
200
100
AnxietyIndex: % who are “nervous or anxious”/% who are not
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
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
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
ChinaFinland
South Korea
Germany
United KingdomRussia
France
South AfricaCzech Republic
NOT ANXIOUS AND NOT HAPPY
ANXIOUS AND NOT HAPPY
ANXIOUS BUT HAPPY
NOT ANXIOUS AND HAPPY
Singapore
Saudi ArabiaIndonesia
Thailand
Australia Colombia
Mexico
United StatesEgypt
Argentina
India
CanadaHong Kong
Brazil
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
AgeThe war in Afghanistan
Current military hostilities around the worldThe threat of terrorism
Global pandemic diseasesImpact of global warming
Potential military hostilities around the worldNatural disasters
The rate of crime in your communityCorruption of officials
The stock marketSafety of the food supply
Your government’s budget deficitThe state of education in your country
IncomeThe current political leadership in your country
Gasoline/petrol pricesThe quality of health care in your country
The state of the national infrastructure in your countryThe housing market
The cost of health care in your countryUnemployment rates
Food pricesThe current state of the economy
The current cost of living in your countryYou 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
Want to learn more? Contact us.
Ann Mack212-210-7378
[email protected]@annmmack
Mark Truss212-210-5699
Jessica Vaughn212-210-8583
[email protected]@jess_vaughn
www.anxietyindex.com@anxietyindex
Karen Montecuollo212-210-8812
