With 79 percent of respondents saying they are nervous and anxious, according to JWT’s latest AnxietyIndex survey, Argentina is among the most anxious of the 16 countries we’ve surveyed over the past year. The poll of 328 Argentineans aged 18-59, conducted in January, found that two key drivers of anxiety are the state of the economy and the cost of living.
Argentineans are accustomed to economic turmoil—they’ve lived with various forms of economic crisis for decades. And Argentina, which is not experiencing the same recession as most of the world, has been grappling with permanent price fluctuation under the ghost of inflation since the 1970s. So consumers are adaptable, expanding and shrinking their spending in accordance with the times. But the concept of saving money has lost credibility—people don’t believe it’s possible to save much. As a consequence, they feel that a happy life with friends and family is more important than focusing on money and materialism.
The opportunity for brands is to offer optimistic messages and a positive brand experience, standing out by counteracting the negativity dominating Argentinean society. For example, communicating from a positive point of view, Walmart’s proposal “Save money. Live better” tells customers that by saving, they can actually have a more enjoyable life. Click here to download the full Argentina AnxietyIndex report from the Trends and Research page.