JWT AnxietyIndex: Post-Riot U.K. (August 2011)
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This AnxietyIndex study highlights quantitative research in the U.K. conducted in the wake of the riots there in August 2011. The survey, which polled 290 British adults, examines their anxiety levels and drivers, both broadly and as they relate specifically to the riots. It also looks at whether the riots have changed perceptions of those brands that were affected by the looting and that aided in the cleanup, and points to how brands might help to address the root cause of the problem.
Transcript of JWT AnxietyIndex: Post-Riot U.K. (August 2011)
Luxury_PPT_04.qxd
ANXIETYINDEXPOST-RIOT U.K.
AUGUST 2011
AGENDABackground and Methodology .............................................................. 3
Are Brits feeling anxious? ...................................................................... 4
Whats driving anxiety in the U.K.? ...................................................... 7
The RiotsCauses .................................................................................. 14
The RiotsAftermath .............................................................................. 22
The RiotsBrands and Social Media............................................................ 33
2
BACKGROUND ANDMETHODOLOGYFor the latest installment of AnxietyIndex, JWT examined attitudes and behaviorsfollowing the August riots in London.
Survey conducted using JWT SONARTM, our proprietary online research tool.
Data collected in August 2011.
290 adults aged 18+, living in the U.K.
Data are weighted by age and gender.
3
ARE BRITS FEELINGANXIOUS?
4
5
Anxiety in the U.K. has been on the rise since June 2010.
Overall, given everything that is going on in the world, the country and your familys life, how nervous or anxious would yousay you currently are?
90
80
70
60
50
40
30
20
10
0
Aug Nov Dec Feb Mar Sep Jun Nov Aug2008 2008 2008 2009 2009 2009 2010 2010 2011
7471 73 73
74
65 61 63
2629 27 27 26
3539 37
% Nervous/Anxious % Not Nervous/Anxious
33
67
6
The percentage who are very anxioushas reached a two-year high.
Overall, given everything that is going on in the world, the country and your familys life, how nervous or anxious would yousay you currently are?
30
25
20
15
10
5
0
12
15
17
1516
911
9
% Very Nervous/Anxious
13
Aug Nov Dec Feb Mar Sep Jun Nov Aug2008 2008 2008 2009 2009 2009 2010 2010 2011
WHATS DRIVINGANXIETY IN THE U.K.?
7
8
ANXIETYINDEX MAP
SAFETY/SECURITY ECONOMIC
SAFETY/SECURITY ECONOMIC
FURTHERFROM
HOME
CLOSERTO
HOME
FURTHER FROM
HOME
CLOSERTO
HOME
Political Leadership
State of Economy
Cost of Health Care
Cost of Living
Potential Military Hostilities
Current Military Hostilities
Job SecurityCrime
Threat ofTerrorism
9
Current MilitaryHostilities
Threat of Terrorism
Quality ofHealth Care
Crime Job Security
Cost of Living
Political Leadership
Potential Military Hostilities
State of Economy
700
600
500
400
300
200
100
0
Economic factors are driving anxiety, to an evengreater extent than in November 2010.
August 2011November 2010
AnxietyIndex: % who are nervous or anxious/% who are not
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.
10
Governments 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
NationalInfrastructure
The War in Afghanistan
Impact of Global Warming
Global Pandemics
Safety of theFood Supply
350
300
250
200
150
100
50
0
Concerns about the stock market, unemploymentand especially gasoline and food prices have risen.
August 2011November 2010
AnxietyIndex: % who are nervous or anxious/% who are not
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.
11Overall, given everything that is going on in the world, the country and your familys life, how nervous or anxious would you say
you currently are?
People dont see the economy improving in the near future.
Food prices
The cost of living
Petrol prices
Unemployment rates
The state of the economy
Military hostilities around the world
The current political leadership in your country
Potential military hostilities around the world
The stock market
The state of the national infrastructure
The governments budget deficit
The threat of terrorism
The quality of health care
The rate of crime
The housing market
Bank failures
Global pandemic diseases
Job security
Safety of the food supply
WORSE BETTER
August 2011November 2010
-54-55-54
-53-51
-65-43-43
-33-28-28-28
-25-21
-24-31
-22-8
-20-25
-19-20
-17-25
-16-17
-15-19
-14-22
-11-10-9
-11-8
-15-8-7
12
Slightly more people feel the recession has had a great impact on them vs. 2010
1 2 3 4 5 6 7 8 9 10Hasnt Has
impacted impactedme at all me a great
deal
No Impact Great Impact
On a scale of 1-10, where 1 means tough economic times havent impacted me personally at all and 10 means tough economictimes have impacted me personally a great deal, how would you rate yourself?
August 2011November 2010
50% ofrespondents
reported a scorebetween 7-10 in2011 compared
to 44% in 2010
13
and many are unsure when the economy might begin to improve.
When will the economy start to get better?
I never It has already It will start It will start It will start I have no ideaconsidered the started to to get better to get better to get better when it will
country to be get better this autumn next year in 2013 or get betterin a recession (2011) (2012) later
When, if ever, do you think the economy will start to get better?
2%8% 6%
20% 23%
40%
90
80
70
60
50
40
30
20
10
0
14
SOURCES OF ANXIETY: THE RIOTSCAUSES
15
Disgust and shock were common initial reactions to the recent rioting.
One word to describe your first feelings about the riots
What one word would best describe your feelings at that time? Which of the following comes closest to your views when youfirst heard about the riots?
64% said they were very
or a littlesurprised
when they firstheard about
the riots
16
The rioters looting is seen as a worse crime than the falsification of expense claims by MPs.
Which do you see as a more criminal act?
Looting of shopsby rioters
Which is more criminal?
59%
41%Falsification ofexpense claims by British MPs
17
Decline in respect for others
Gang culture
Criminality
Bad parenting
Unemployment
Failure of authority
Poor education
Boredom
Inequality within British society
Culture of being on the take
Consumerism
Cuts in funding for youth services
Poverty
Police failures
Influence of rap-grime music
69%
68%
63%
62%
43%
43%
43%
41%
35%
33%
29%
29%
28%
22%
13%
While people see multiple factors as causing the riots, they are more likely to blame things
individuals are responsible for (e.g., bad parenting)than societal factors like poor education.
Which of the following, if any, do you feel are the main root causes of the riots and unrest on the streets of Britain?
What are the main root causes of the riots?
18
Parents & guardians
The British government
Young people in general
Social networks
The media
The police
Schools/educational establishments
Local councils
Advertisers
Brands
57%
35%
34%
31%
25%
19%
17%
10%
8%
Parents are being blamed for the riots, to a muchgreater degree than the government
And on which of these, if any, would you assign blame for the riots?
Who do you think is to blame for the riots?
6%
41%
36%
30%
30%
22%
20%
18%
13%
13%
8%
69%
31%
37%
10%
24%
37%
6%
2%
21%
10%
Parents & guardians
The British government
Young people in general
The police
The media
Social networks (i.e., Twitter, Facebook, Blackberry)
Local councils
Brands
Schools/educational establishments
Advertisers
The young also blame the police, while the oldergeneration hold social networks partly responsible.
55%
19
40%
35%
21%
30%
30%
7%
4%
14%
5%
Who do you think is to blame for the riots?
Age18-3435-49 50+
