JWT’s AnxietyIndex.com is intended to help brands navigate consumer anxiety. In times of heightened consumer anxiety, what brands need is real-time 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.
JWT, the world’s best-known marketing communications brand, is uniquely positioned to follow through on that need:
- We have a strong track record (149 years and counting) of leading brands through pivotal times.
- We founded the first research and planning departments in advertising (in 1900 and 1968, respectively). A keen understanding of consumer attitudes and behaviors has long helped us lead brands along the way.
- We have formally tracked consumer anxiety and the drivers of it for the past nine years. 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 help inform business and marketing strategies.
- We understand that ideas can come from anywhere, which is why we need to be everywhere. Our global network allows us to provide insights and research from around the world—which is particularly important given the interconnectedness and complexity of 21st century systems and societies.
About Our Custom Research
We have conducted the majority of our research cited here among general-population samples of adults aged 18 and up. If you have specific target samples of interest, or focus areas that fall outside the scope of our research, we can help you construct and execute a customized survey around the AnxietyIndex method. For more information, contact Jessica Vaughn.