In the latest installment of our research around the levels, intensity and drivers of anxiety around the world, we surveyed 6,075 adults aged 18-plus across 27 markets in Western Europe (Finland, France, Germany, Italy, Spain and the U.K.), Eastern Europe (the Czech Republic and Russia), the Middle East and North Africa (Egypt, Pakistan, Saudi Arabia and South Africa), North Asia (China, Hong Kong, Japan and South Korea), South Asia (Australia, India, Indonesia, Singapore and Thailand), North America (Canada and the U.S.) and South America (Argentina, Brazil, Colombia and Mexico). Data was collected from Oct. 1-10, 2012, using SONAR™, JWT’s proprietary online research tool.
Which country is the most anxious? Of the 27 surveyed, Pakistan stands out, with nearly 6 in 10 respondents reporting that they are very anxious. Globally, the cost of living generates the greatest anxiety, specifically driven by concern about the price of everyday essentials like food and gas. Unemployment is also a major driver of anxiety around the world.
Other topline findings include:
- Anxieties in Western Europe vary considerably. Concerns about the economy and the cost of living are highest in France and Spain, where they are nearly universal among adults. Finland, Germany and the U.K. are significantly less anxious.
- In Eastern Europe, Czechs are more nervous than Russians about food prices, their government’s budget deficit and corruption. Russians, meanwhile, are among the most worried in the world about the safety of their food supply.
- In Japan, anxiety is high over the budget deficit and, understandably, natural disasters. South Koreans worry most about gas prices and employment, while anxieties in China and Hong Kong mirror those seen in the rest of the globe.
- In South Asia, Indonesians are among the most concerned worldwide about corruption, while Indians worry not only about factors that impact them directly (gas prices and their government’s deficit) but also about greater social concerns like global warming.
- 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.