JWT AnxietyIndex: Egypt (November 2010)
17
ANXIETYINDEX EGYPT NOVEMBER 2010
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Transcript of JWT AnxietyIndex: Egypt (November 2010)
ANXIETYINDEXEGYPT
NOVEMBER 2010
AGENDABackground and Methodology ........................................................................3
What is making Egyptians anxious today?..................................................5
2
BACKGROUND ANDMETHODOLOGYThe JWT AnxietyIndex was launched in February 2003 during the run-upto the war in Iraq.
It tracks the level and intensity of consumer anxiety and the drivers ofthat anxiety. It examines safety and security concerns—the threat ofterrorism, potential and current military hostilities, crime—as well aseconomic worries, such as the cost of health care, the cost of living andjob security.
JWT launched the baseline study for AnxietyIndex in Egypt in November2010, less than three months before the popular uprising.
Quantitative online survey: n=580 adults age 18+
3
What was simmering here ...
4
... that made this a reality?
Tahrir Square, Cairo
WHAT IS MAKINGEGYPTIANS ANXIOUSTODAY?
5
70
60
50
40
30
20
10
0
Leading up to the current crisis, anxiety was running high: Three out of four Egyptians said they felt somewhat or very nervous/anxious.
Overall, given everything that is going on in the world, the country, and your family’s life,how nervous or anxious would you say you currently are?
6
23
54
20
4
Very Somewhat Not very Not at allnervous/anxious nervous/anxious nervous/anxious nervous/anxious
77
24
%
2010
7
In a global context, Egypt ranks among the most anxious nations, and it’s significantly more
anxious than other markets in the region.
Overall, given everything that is going on in the world, the country, and your family’s life,how nervous or anxious would you say you currently are?
Japan Russia Egypt India U.S. Spain Brazil U.K. Australia U.A.E Canada Saudi ChinaArabia
9084
77 74 70 70 66 63 61 57 54 5135
Percent who are Very/Somewhat Nervous/Anxious100
90
80
70
60
50
40
30
20
10
0
%
ANXIETYINDEX MAP
SAFETY/SECURITY ECONOMIC
SAFETY/SECURITY ECONOMIC
FURTHER FROM
“HOME”
CLOSERTO
“HOME”
FURTHER FROM
“HOME”
CLOSERTO
“HOME”
The Current State of the Economy
The Cost of HealthCare in Your Country
The Current Cost of Living
in Your Country
You and Your Family’s Current
Job Security
The Rate of Crime in Your Community
The Current PoliticalLeadership in Your Country
Current Military Hostilities Around
the World
Potential MilitaryHostilities Around
the World
The Potential Threat of Terrorism
8
Current MilitaryHostilities
Around the World
The Current Stateof the Economy
The Rate of Crimein Your Community
The Cost ofHealth Care in Your Country
The CurrentCost of Living
in Your Country
You and Your Family’sCurrent Job Security
The CurrentPolitical Leadership
in Your Country
Potential Military Hostilities Around the World
The Potential Threat ofTerrorism
600
500
400
300
200
100
0
AnxietyIndex: % who are nervous or anxious/% who are not
9
On a macro level, Egyptians are most concerned about economic issues: the overall state of the economy and the cost of living ...
Events in your life, in the country and in the world can make people nervous or anxious. For each of the following, please indicatehow nervous or anxious you currently are, or not.
Your Government’s Budget Deficit
The Stock Market
Bank Failures
Gasoline Prices
Food Prices
Unemployment Rates
Natural Disasters
The war in Iraq
The Housing Market
Quality of Products from China
The State of Your NationalInfrastructure
The war in Afghanistan
Impact of Global Warming
Global Pandemic Diseases
Safety of the Food Supply
700
600
500
400
300
200
100
0
AnxietyIndex: % who are nervous or anxious/% who are not
10
... which translates on a micro level to anxiety around the basics of getting by:
employment and food prices.
Events in your life, in the country and in the world can make people nervous or anxious. For each of the following, please indicatehow nervous or anxious you currently are, or not.
11
Traffic Congestion
Political Instabilityand Government
The Quality of Health Care in Egypt
Future of the Economy/Country
The Increasing Level of Violence and Crime
Food Hygiene
Consumer Protectionand Safety
Welfare and Retirement Benefits
Being Able to AffordProper Education
The Effect of Internetand Satellite on
Egypt’s Societal Values
The Rising Cost of Living/Inflation
The Quality of Education
Buying a Home or Apartment
New Presidential Elections
Time Pressure
The IncreasingLevel of Pollution
in Egypt
Starting a Family
Fulfilling Financial Obligations(Defaulting on My Loans)
Religious Tension/Conflicts/Fanaticism
I Worry about Losing My Job/Not Finding a Job
The IncreasingLevel of Health Risksand Diseases in Egypt
700
600
500
400
300
200
100
0
AnxietyIndex: % who are nervous or anxious/% who are not
When asked pre-crisis about sources of anxietyspecific to Egypt, Egyptians cited political
instability/government as one of their key concerns ...
Events in your life, in the country and in the world can make people nervous or anxious. For each of the following, please indicatehow nervous or anxious you currently are, or not.
And over the next six months, do you expect that each of the following will…?
% who expect it will get “better” minus % who expect it will get “worse” in the next six months
... and were highly pessimistic, especially around the factors that affect them every day.
12
Bank failures
The state of your national infrastructure
The stock market
You and your family’s current job security
The potential threat of terrorism
The current political leadership in your country
Global pandemic diseases
Current military hostilities around the world
Potential military hostilities around the world
Your government’s budget deficit
Safety of the food supply
The housing market
The rate of crime in your community
The cost of health care in your country
The current state of the economy
Gasoline prices
Unemployment rates
Food prices
The current cost of living in your country
WORSE BETTER
-16-5
-17-16
-23-23
-31-30
-38-33
-40-39
-41-41
-52-44
-64-56
-66
2010
%
13
While many Egyptians report finding it difficult to keep up their standard of living,
perhaps most telling is the fairly low level ofsatisfaction with their current lot.
Given everything that is going on in the world, in your country and in your family’s life, how much would you say you agree ordisagree with each of the following sentences?
It is getting harder to maintain my living standards
The economic situation is getting worse andresluting in higher levels of violence and crimes
The cost of education is increasing; it’s harderto get a good education for myself/my kids
I would like to slow down, but I can’t afford the luxury of doing less
I am satisfied with my current living standard
I am satisfied with my current job
Employment opportunities are becoming more available
Somewhat AgreeStrongly Agree
82
82
81
73
55
55
25
Sources of Anxiety: Economics
3647
4537
4635
2944
1343
1738
718
%
14
A majority of Egyptians report that the recession has impacted them personally, with one in three indicating a high level of impact.
How much has the recession impacted you personally?
No Impact Great Impact
%
On a scale of 1-10, where 1 means the recession hasn’t impacted me personally at all and 10 means the recession hasimpacted me personally a great deal, how would you rate yourself?
6%4% 7% 6% 17% 11% 13% 11% 6% 19%
1-Hasn’t impacted me 10-Has impacted me agreat deal
Total
60%
36%
Few expressed hope that things would improve soon, with close to half saying they had
no idea when the economy would start looking up.
When, if ever, do you think the economy wil start to get better?
15
When will the economy get better?
%
60
50
40
30
20
10
0
12
2
It has already It will start to It will start to It will start to I have no idea I never started to get get better get better get better when it will considered
better this fall (2010) next year (2011) in 2012 get better the countryor later to be in a
recession
1419
48
5
In the Future
I am making an effort to improve the person I am
I am actively trying to figure out what makes me happy
More and more, I find I am looking for ways to simplify my life
Scheduling down time or ‘me’ time is important to me
I worry society has become too shallow, focusing on thingsthat don’t really matter
I’ve become more concerned about the need to conservenatural resources in the past 12 months
Life is becoming less enjoyable
As a society we have become intellectually lazy
I am increasingly worried about the threat of health risks
It is getting harder to start a family
I have become less patient
I am more pessimistic about the future of Egypt
I don’t feel I can make much difference in Egypt on my own
I am planning to emigrate soon, because Egypt’s future is not promising
Society is getting more conservative
And while the human spirit to improve one’s well-being is strong in Egypt, some signs of
societal discontent hinted at what was to come.
Given everything that is going on in the world, in your country and in your family’s life, how much would you say you agree ordisagree with each of the following sentences?
16
Sources of Anxiety: Egyptian Society
%
39 50 8941 48 8945 41 8743 43 87
28 58 8643 39 8244 37 8139 39 78
45 23 6834 30 64
35 26 6132 22 54
25 9 34
36 41 7740 36 76
Somewhat Agree Strongly Agree
THANK YOU
www.AnxietyIndex.com
Mark TrussDirector of Brand Intelligence
JWT Worldwide
(c) 2011 J. Walter Thompson Company. All Rights Reserved.
Ann M. MackDirector of Trendspotting
JWT Worldwide
