October 15, 2004—Euro RSCG Worldwide, one of the world’s largest integrated marketing communications companies, has just released an online survey of more than 13,000 respondents in six countries. With just under 2,000 US respondents, this comprehensive survey of consumers’ attitudes, compiled in June with analyses completed this month, reveals some striking results on the threats Americans perceive they face.
“One of the less welcome effects of globalization and always-on media is that news tends to travel far and fast. Given that most times good news is no news, it’s bad news that travels farthest and fastest. This is creating a general sense of anxiety and vulnerability that we’ve found in these and other figures in the survey. Consequently people tend to turn to tried and trusted habits and brands,” said Ira Matathia, Managing Director of Euro RSCG Worldwide’s New York office.
On Terrorism:
- 53.3% of respondents were concerned about the threat of some form of terrorist attack, with over 20% more women concerned than men.
- 52.5% of respondents fear more serious armed conflict over the Israel-Palestine situation, with older respondents much more certain of this than younger ones (62.4% versus 48.7%).
- 49.6% of respondents said the world was not a more secure place now that the United States is the only superpower; nearly 30% more woman felt this than men.
- When asked if the war on terrorism will eventually be successful, and the threat of terrorism will be greatly reduced or eliminated, 38% disagreed while 35.3% agreed and 26.6% were neutral—that is, more believed we will not be successful in winning the war than those that did.
- While only 45.2% of respondents were concerned the fight against terrorism will impose real restrictions on their personal freedoms, this figure jumps to 51.5% when asked if they are concerned other peoples’ freedoms might be restricted.
- Respondents are roughly equally split on the question of serious armed conflict over oil before 2010 (39.4% fear it, 35.9% are neutral and 24.7% don’t). However more fear a conflict over religion in the same period (41.9%), but not one over access to clean water (only 16.6%).
A common response to anxiety and risk is to take out insurance, but the survey shows a high level of mistrust in the insurance industry as a whole. 62.4% of American respondents agreed insurance companies will do everything possible to avoid paying claims. “In anxious times business for insurance companies should be like business for ice-cream companies during a hot summer: booming. It’s a shame that so many people feel unsure about the very industry that’s supposed to reassure them,” commented Don Hogle, Managing Director, Strategy, at Euro RSCG Worldwide’s New York office.
For a copy of the complete study or to learn more about the emerging trends in how Americans feel about the “War on Terrorism,” contact Euro RSCG.
