Tagged 'United States'

2014 AnxietyIndex Report: Ebola

Ebola ReportEbola. The name itself evokes various emotions for all of us—fear, frustration, anger, and perhaps most of all—anxiety.

For the last month, JWT’s AnxietyIndex has been navigating consumers’ sentiments around Ebola in an effort to help brands navigate consumer behavior in these times of heightened anxiety; tracking levels and intensity of consumer anxiety as well as the drivers of anxiety, both from a macro and micro perspective. Utilizing SONAR™, JWT’s proprietary research tool, we conducted an extensive quantitative study, sampling 500 adults 18-plus in the U.S.

What has culminated is a thought-provoking look at what consumers’ general anxieties are as of late, attitudes toward the Ebola disease and issues at hand, as well as brands’ overall role in prevention and the conversation itself.

While Americans largely remain anxious in 2014 about one thing or another, overall anxiety has declined over the past two years—especially since the high-anxiety days of the U.S. recession.

  • The current Ebola outbreak has raised the level of anxiety about global pandemic diseases significantly.
  • While Americans are very anxious about the possibility of a widespread Ebola outbreak—both in the U.S. and around the world—very few adults believe they are likely to actually contract the disease. As a result, relatively few are taking active precautions.
  • Certain brands can credibly communicate about Ebola: Consumers indicate they would welcome messages from travel and health care brands, as their messages would reassure Americans of their safety. Ninety-two percent of respondents admire companies that are taking action to help stop the spread of Ebola; however, not all brands have consumers’ permission to inject themselves into the conversation.
  • In fact, brands that do not have what consumers see as a direct role in minimizing the crisis—like sanitizer brands and OTC cold/flu medications—run the risk of appearing as though they are trying to exploit the situation.

To download the full report, click here.

Nescau, Sports Authority show how they help get kids off the couch

As more people “rage against the machine”—that is, come to resent and fear technology, one of our 10 Trends for 2014—they’re increasingly concerned that their kids are spending too much time with tech devices and games and not enough time in the real world. They worry that physical activity is limited to thumb movements. Brands are speaking to this anxiety by showing how they can get kids moving.

A spot by JWT Brazil for Nestlé’s Nescau drink shows that each time a mother leaves the house, her son sits on the couch playing video games until he appears to meld with the furniture. Alarmed, the mother makes him a Nescau drink, which helps to boost energy: The kid runs outside, breaking free of the couch, and joins friends playing soccer.

With a similar sentiment, a U.S. ad for the Sports Authority retail chain encourages people to “give the gift of sport” this holiday season. We see people (mostly youngsters) playing baseball, soccer, volleyball and other sports as the voiceover says: “This does not require an operating system or a username and password. There are no hashtags, no emoticons, and chances are there will not be better versions of these games coming out next year.” Sports Authority tells parents and others to “give something meaningful.”

Over the past few years we’ve seen a range of ads that tap into the ongoing trend to temporarily De-Tech, as we’ve termed it. Watch for more brands to tie this in with an embrace of physical activity, a clear counterbalance to digital-induced inertia.