How anxious are you? Advertisers want to know
It doesn’t take genius to see that Americans are anxious, what with people losing the jobs they needed to pay for mortgages that now are underwater and can’t be funded by savings, since all that was pretty much wiped out with the stock market collapse.
But exactly how anxious are people? Not only in America, but worldwide? That’s the sort of million-dollar question that can dictate how companies approach marketing and advertising. So JWT, an ad agency with a client list that includes Nestle, Kimberly-Clark, and Shell, has launched AnxietyIndex.com to help determine the level of worry, panic or fear among consumers.
Ann Mack, Director of Trendspotting for JWT, said the idea is to have agency staffers from around the world contribute blog posts and data that will illustrate “how brands and consumers are coping with recession-related anxiety.”
“What’s unique is we have a geographically diverse perspective,” she told us. “Often people look at the recession through a particular lens, maybe a geographic lens. We might be really aware of what marketers here in the States are doing but not familiar with what marketers are doing abroad.”
But it’s more than blog posts. The site also includes JWT’s Anxiety Index, which was launched back in 2003 to monitor Americans’ attitudes during the early days of the war in Iraq.
Nowadays, it tracks how anxious people around the world are about the recession. JWT has polled consumers in the U.S., U.K., Canada, Australia and Brazil — data which it uses to help devise advertising strategies for clients. Until now, it wasn’t available online.
So how is the anxiety level out there? “It’s grown,” Mack said. “Significantly.”
And how about within JWT? “Oh gosh. These are anxious times. But we’re trying to look at it in a very optimistic way.”