New National Study Examines Attitudes and Feelings On Life
After 9/11 and Iraq War
NEW YORK, Sept. 4 /PRNewswire/ -- Marketing communications agency Euro
RSCG MVBMS Partners today released "Made in America," the second comprehensive
study aimed at gauging attitudes at home and abroad in the post-9/11 world. As
America prepares to mark the second anniversary of the September 11, 2001
attacks, the study reveals an ongoing uncertainty about security, a continued
surge in American patriotism, and a mistrust of corporate America.
The complete results will be unveiled at an invitation-only event at the
agency's New York headquarters on September 5.
Since the 2002 study, the economy continues to concern Americans; in
addition, America's war with Iraq -- and the world's reaction to that war --
have altered some of last year's attitudes. Corporate America's role in both
has led those surveyed to view American business with a potent mixture of
approval and skepticism.
Findings of the report include:
* Well Done, Corporate America: 62% of the total sample acknowledged being
"pleased with the way businesses have responded to the September 11
attacks, in terms of tightening security for their employees and
customers." More than half (56%) agreed that "in general, I am pleased
with the way businesses have responded to the 9-11 attacks in terms of
being restrained in their advertising during sensitive times."
* Shape Up, Corporate America: While the good behavior shown by corporate
America is welcome, it has done little to offset the damage done by
scandals that have subsequently arisen. An overwhelming 84% agreed that
"Business scandals such as Enron, WorldCom and Tyco have shaken consumer
trust in big business." In fact, over half (55%) felt strongly enough
with the statement to agree completely.
* Patriotism Plays: American companies are unlikely to lose American
customers by wearing their patriotism on their sleeves. The study shows
a strong overall agreement (65%) that "I feel prouder to be an American
today than I did prior to September 11, 2001." 75% agreed with the
statement "I hope American companies continue to feature patriotic
symbols on their products and in their advertising for a long time to
come."
* Renewed Taste For Travel: Two years later, Americans are beginning to
feel a little more open to experiencing different things, such as
travel. Desire to travel is still less than before 9-11, but gaining.
Overall, 14% now feel more desire to travel than before 9-11, compared
with 8% percent in the post-9-11 period.
To request a complete copy of the study or to learn more about the
September 5 event, please contact Jenny Walton Burke at +1 212 2074.
Individual segment sections are also available.
Euro RSCG's 9-11 Revisited survey was fielded by Market Probe
International in August 2003 to a panel of Americans online. The achieved
sample was 1009, with 506 men and 503 women of ages ranging from 18 through to
over 65, with a median age of 43. The survey included a set of questions
developed by Euro RSCG to identify Prosumers (empowered Consumers) in any
sample; the proprietary algorithm applied to the data set identified 17
percent of the 9-11 Revisited survey as Prosumers. The survey featured many of
the same questions posed in a survey of 500 Americans online carried out in
March 2002 by Insight Express on behalf of Euro RSCG.
Euro RSCG MVBMS Partners is based in New York, with offices and operating
units in San Francisco, Berwyn (Pennsylvania), Westport and Wilton
(Connecticut), Boston, Washington, D.C., Mineola (New York), and Amsterdam.
The agency provides integrated marketing solutions for some of the world's
most forward-thinking companies, including Intel Corporation, Nestli, Reuters,
Schering-Plough, VeriSign, and Volvo. Its clients are leaders in virtually all
major categories, from fashion to financial services, technology to health
sciences.
Euro RSCG Worldwide, a leading integrated marketing communications agency,
is made up of 233 offices located in 75 countries throughout Europe, North
America, Latin America, and Asia Pacific. Euro RSCG provides advertising,
marketing services, corporate communications, and interactive solutions to
global, regional, and local clients. The agency's client roster includes Air
France, Aventis, BNP Paribas, Danone Group, Intel Corporation, LVMH Louis
Vuitton, MCI, PSA Peugeot Citroen, Reckitt Benckiser, and Volvo. Headquartered
in New York, Euro RSCG Worldwide is the largest unit of Havas, the world's
sixth-largest communications group (Nasdaq: HAVS; Euronext Paris SA: HAV.PA).
Press Contact:
Peggy Nahmany
Global Communications Director
Euro RSCG Worldwide
+1 212-886-2041
Lillian Alzheimer
PR Account Executive
Euro RSCG Worldwide
+1 212-886-2006
SOURCE Euro RSCG MVBMS Partners
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Related links:
http://www.eurorscg.com
CONTACT:
Press - Peggy Nahmany, Global Communications
Director, +1-212-886-2041, or Lillian Alzheimer, PR Account
Executive, +1-212-886-2006, both of Euro RSCG Worldwide
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