Tagged 'survey'

LG displays five stories of good news in Times Square

LG Electronics Unveils Good News BillboardWhile our latest AnxietyIndex research shows that Americans’ overall anxiety has dropped to levels not seen since late 2007, that still leaves 7 in 10 reporting feelings of anxiety or nervousness. After all, the economy is still sluggish and there’s plenty more to be anxious about from the headlines.

Now LG Electronics is translating its “Life’s Good” marketing theme into a Times Square billboard featuring only good news. The company says that 83 percent of respondents to a survey it conducted agreed that the U.S. has a good news deficit and that nearly half can’t remember the last piece of good news they heard. The five-story-high LED screen features an animated “Good News Ambassador” character who invites folks below to share good news by sending text messages or tweets. Other good news on the screen comes from RSS feeds and LG’s social media responses.

LG’s theme has played out in various ways this year, from a “Life’s Good Moments” online gallery where people could upload photos to be displayed on a screen in London’s Piccadilly Circus to the “Good Things Happen” project in Portugal, a series of three short films that LG commissioned. In advance of the new year’s festivities in Times Square, this latest campaign rings out 2010 on an upbeat note.

Photo and Video Credit: http://multivu.prnewswire.com/mnr/lg/47339/

AnxietyIndex: Republicans more anxious than Democrats over economy, leadership

ai_103110Republicans are more anxious than Democrats when it comes to the U.S. economy and political leadership, according to our latest AnxietyIndex study.

However, Americans’ overall anxiety has dropped to levels not seen since late 2007: 70 percent report feeling nervous or anxious, down from 76 percent last May and 82 percent in November 2008—the all-time high since we launched the AnxietyIndex in the run-up to the war in Iraq.

The online survey, fielded Oct. 18-25, polled 519 Americans aged 18-plus on their attitudes and behaviors in the run-up to the midterm elections, looking for variations by political affiliation.

The findings are significant for marketers, who have been waiting for the American consumer psyche to shift into closer alignment with GDP figures and are hoping for an upward swing following the midterm elections.

It seems that the sense of urgency to change leadership that the Democrats felt during the presidential election two years ago has been seized upon by the Republicans. Republicans are far more worried about Democrats maintaining control of Congress than Democrats are worried about Republicans taking the majority, and believe various factors will get worse with Democrats in control. For instance, 82 percent of Republicans said their tax burden would get worse if the Democrats maintain control, while 49 percent of Democrats said the same of Republicans assuming the majority.

To download the full study, click here.

AnxietyIndex: Colombia among least anxious countries

ai_colombiaThe latest installment of AnxietyIndex found that Colombia registers among the least anxious nations JWT has surveyed, with only 58 percent of respondents reporting feelings of nervousness or anxiety.

Our January 2010 survey of 1,253 Colombians aged 25-plus revealed that the primary drivers of anxiety in Colombia are crime, corruption, the state of the economy and the impact of global warming. With high rates of urban violence and theft, it’s not surprising that two-thirds report concern about crime in their neighborhood. And nearly 80 percent feel Colombian politicians are out of touch with how the global economic downturn is affecting the average person; about three-quarters fear the downturn is widening the economic gap between the rich and the poor in Colombia.

Still, Colombians are slightly more optimistic than the global average about near-term prospects of positive change, and most think Colombia has fared about the same or better in the recession than other Latin American countries. Almost six in 10 say Colombia has been less affected than “wealthier” countries.

For more on the drivers and levels of anxiety in Colombia, click here to download the report from our Trends and Research page.

AnxietyIndex finds that Argentina, while accustomed to economic crisis, is among most anxious countries

ai-argentinaWith 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.

Green brands that cost more must explain why

JWT’s study on “The Recession and Its Impact on the Environment” found that people are conflicted when asked to weigh a theoretical tradeoff between environmentally friendly and lower price: While Australians accept that greener products may come at a higher cost, most are prepared to trade off on green for a reduced cost.

What does this mean for brands? Green brands that cost more should clearly explain to customers what incremental environmental benefit they are getting. OMO laundry detergent, for example, is clearly quantifying the green benefits of its new packaging. Above the typical value/efficacy story, OMO claims the product “uses half the packaging and half the trucks. Mighty results for the environment.”

India’s Peter England employs value retailing

copy-of-peter-england-shirtsPeter England, a leading mid-priced menswear retailer in India, is re-strategizing and starting a “value retail format” that will offer only lower-priced labels (these were formerly sold by another business operated by Peter England’s parent company). “Value retailing is a concept based on offering quality brands with huge savings for consumers,” explains India’s Economic Times.

Consumers here have been trading down when it comes to apparel: In our recent survey of 500 Indian adults from Delhi, Mumbai and Bangalore, a third of respondents said they would consider buying less branded clothing, and a third also said they would consider trading down or stop purchasing their regular brand of clothes.

Rather than cheapening the Peter England brand by slashing prices, the company is smartly trying to keep its brand image intact while simultaneously appealing to customers who are trading down. J. Crew in the United States and Crazy Line in Israel offer similar case studies.

NYC quantifies savings from going green

enviroJust as temperatures started to rise after a rain-soaked June, New York City launched a campaign to encourage people to “Be Cool & Smart” by reducing air conditioning-related electricity consumption. This is a part of an aggressive plan to reduce the city’s carbon emissions by 30 percent by 2030.

One ad reads “Clean your air conditioner filters to save money. Dirty air filters make your A/C work harder & use more electricity.” Another tells subway riders to “Turn up your thermostat to save money. Each degree higher can cut your energy bill by 3% or more.”

Rather than emphasize the bigger, long-term “greener, greater New York” vision—which may be a bit abstract for some, especially during the sweltering summer months—the ads focus on the immediate monetary benefit. This is a much easier argument to make, especially at a time when people are trying to save money wherever they can.

As we found in “The Recession and Its Impact on the Environment,” consumers have adopted a number of behaviors over the past year that could be considered environmentally friendly—turning off lights/appliances when not in use, waiting to replace things until absolutely necessary, reusing things, etc. But as might be expected, the recession is a more dominant motivator for these behaviors than the environment.

For green brands benefitting from the recession, get in with the pockets and keep them with the planet. Leverage people’s concern over money to stimulate environmentally friendly behaviors and then work on changing attitudes (e.g., the impression that going green is more expensive) to help ensure people maintain these habits well past the recession. As the recession abates, brands will need to reinforce that these behaviors benefit the environment, not just the pocketbook.

(Click here to download the U.S. report on “The Recession and Its Impact on the Environment.” Please sign up for our subscriber alerts to be notified when the Australia, Canada, Japan and U.K. versions of the presentation are available.)

New AnxietyIndex research: Focus on India

Walk the streets of Mumbai, Delhi or Bangalore and you’re likely to find the usual—markets bustling with activity, kids wandering noisily, youngsters hanging out and families carrying out their daily chores. But probe any adult on how he feels about events in his world, and he’s likely to get tense. The first wave of AnxietyIndex India is out (download the presentation here), and it shows that Indians are worried. Not about military tensions around the world, the war in Afghanistan or even the state of the economy. But about crime, escalating food prices and unemployment. Worry clearly stems from issues that are here-and-now, that impact people’s day-to-day lives, that affect them directly but over which they have no control.

However, when it comes to talking about the future, Indians are upbeat. Aside from crime and terrorism, they believe most things will improve in the next six months. This makes sense given that India is sitting on some strong fundamentals: healthy economic growth in the recent past; lower impact of the global slowdown, resulting in reasonable-to-good growth forecasts; key sectors performing well, from FMCG to coal and cement; growing rural demand; and political stability.

There’s an interesting learning here for marketers–brands need to ride this wave of optimism, sparking confidence, showing the road to prosperity or promising a better lifestyle. One brand that has done this is Nokia: Its campaigns have successfully positioned the brand as a means to economic and social progress. Consider the TV spot below which highlights the economic aspirations of the brand’s target audience.

Highly anxious Russians see their country as hardest-hit

Russians were the most intensely anxious consumers among the eight countries JWT surveyed earlier this year. They feel that Russia is suffering the most in this global recession, ahead of the U.S.

Our most recent AnxietyIndex, which you can download here, finds that 84 percent of Russian consumers say they are anxious, and 38 percent of those express intense anxiety.

Memories of the ’98 financial crisis are still top-of-mind. And most Russians believe this crisis will be long-lasting. Still, they see the mass media as exaggerating the crisis’ influence and stirring aggravation and anxiety.

There’s a panicked mood among circles of friends and colleagues, and for good reason: With layoffs and salary cuts, Russians are seeing a reduction in their household income even as the cost of products and services continues to climb—prices are two to three times higher in Moscow than in other European capitals. (Only petroleum has become a little cheaper with the crisis.) As a result, the country is seeing major cutbacks in consumer spending and a crime wave. One thing Russians aren’t too panicked about, however, is losing or changing jobs.

The drivers of anxiety in Russia (Trends and Research for presentation)

The drivers of anxiety in Russia (Click to download AnxietyIndex: A Cross-Market Look.)

Continue reading ‘Highly anxious Russians see their country as hardest-hit’

How Del Monte balances health, wellness and budgets in its new campaign

In Balancing Health, Wellness and Budgets, we explore whether certain goals and aspirations trump the desire to save money—an especially important question in the supermarket aisle, where “healthy” has come to mean “expensive.” (Think “Whole Paycheck” as a nickname for Whole Foods.)

This concept remains alive and well. In April, we asked 363 American grocery shoppers the following questions: 1) Given the current economic situation, how expensive or inexpensive would you say each of these items are in terms of how they fit into your weekly grocery budget? and 2) How healthy or unhealthy would you say each of these items are for you and your family? The data indicate that people often perceive the most healthy items (“fresh” and “organic”) to be the most expensive. In contrast, the more affordable goods (canned vegetables, pasta, rice, lentils and beans) were only seen as moderately healthy. (Visit our Trends and Research page to download the U.S. results of the quantitative study.)

untitledDel Monte is trying to combat this perception. As Brandweek reports, “Company research showed that Del Monte was a brand consumers know and trust, but it had to overcome the notion of not being as ‘fresh’ as frozen or store produce.” To that end, Del Monte has increased its marketing spend with a $2 million effort this spring. One ad for the brand’s Fresh Cut Whole Kernel Corn contrasts an ear of corn with the amount in a single can. “Get a whole lot more. For the same golden price,” the voiceover says.

Brand guardians of food marketers can learn from this example. The economic downturn is upending all of our assumptions—including what healthy is. Campaigns like Del Monte’s can help brands claim a part of the health halo, especially if the product in question provides both value and nutrition.