Ad agency creates ‘anxiety' rating
Ad agency creates ‘anxiety' rating
International advertising agency JWT has unveiled the AnxietyIndex, a global study on consumer anxiety and impact on brands and businesses.
It tracks consumer anxiety and its drivers, and examines how that influences business and marketing in 27 countries.
Ann Mack, director of trendspotting at JWT, said when consumers are anxious they tend to exert more control over areas of their life that are within their control.
"Often control applies to brand and product choices, this means brand owners must understand their consumers' anxieties and address them proactively."
Saby Mishra, CEO of JWT Viet Nam, said: "In uncertain times companies need data to help them navigate a rapidly changing marketplace.
"We aim to uncover insights that help inform business strategy during times of low."
The report found Singaporeans fretting most over the cost of living and Thais worrying about natural disasters.
Indonesians are most worried about the stock markets and corruption while Indians could be happier if gasoline prices were reined in and the world got its act together on global warming.
The study examines safety and security concerns, economic worries such as the cost of health care, the cost of living, and job security.
People in Pakistan are most anxious overall, with 92 per cent of the respondents worried about issues that range from the cost of everyday essentials to crime.
Globally, residents of the Middle East and Africa are most worried at 82 per cent of the total respondents, while south and Southeast Asia fare better at 63 per cent. That compares with a global average of 71 per cent.
Of the individual factors, the cost of living generates the greatest anxiety, specifically driven by concern about the prices of everyday essentials such as food and gas. Unemployment is also driving anxiety around the world.
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