Burrowing – The New American Way.

With their sense of security badly shaken and the economy worsening, Americans are “burrowing,” according to a new survey by leading research and consulting firm Wirthlin Worldwide, and marketers had better pay attention.

The survey identified which activities people find more appealing or less appealing since September 11th. Those found to be more appealing include:

– Spending time at home with family and friends (46%)
– Eating with friends and family (35%)
– Watching TV with friends and family, as opposed to alone (30%)
– Visiting or hanging out with friends (26%)
– Cooking meals at home (25%)
– Shopping for food to make for family or friends (21%)
– Reading books (22%)
– Planning for the upcoming holidays (20%)

Activities that were named as “less appealing” include:

– Planning vacations (39%)
– Shopping for items you don’t need, but would like to have (36%)
– Going to see movies (22%)
– Eating out in restaurants (22%)

“People are turning to home, family, and friends to find the stability and security that is missing in other areas of their life right now,” said Patricia Kidd, Advertising and Communications Practice Leader for Wirthlin Worldwide. “Savvy marketers are taking close note of this seismic shift in the American psyche. We’ve spent a decade trying to explore the edges of life, from posh Mount Everest climbing tours to mountain-ready SUVs. Now, Americans are telling us they want to go home, cook dinner and watch television.”

Kidd offered the following counsel to American marketers:

* Keep in mind that this period is highly unstable, and strategies must be crafted knowing they could become obsolete should any new crisis emerge;

* Consumers are looking to the familiar, meaning this could be a great time for brands, especially those that reconnect with times of earlier innocence;

* Uncertainty means people will be less receptive to ad pitches that are edgy, ironic, or “in your face.” Light or reassuring humor will still work.

* There’s a tension now between personal liberties and safety. While most people are willing to put up with conveniences like long airport lines, they appreciate anything that’s done to make them more comfortable. This is a time to think customer service.

* Employers who are sensitive to employees’ heightened sense of vulnerability also stand to gain loyalty if they take their employees’ concerns seriously and put in place crisis management programs to increase the sense of security.

The telephone survey of 1,021 adult Americans was conducted October 19-22 and has a margin of error of 3 percent.

Americans also weighed in on their favorite “comfort foods” — those foods that “remind people of the love and care that come from home-cooked meals.” Asked to rate foods on a 1-10 scale where 10 is “extremely comforting,” the highest rated comfort foods were apple pie, ice cream, and hot soup (achieving an average rating of 6.9 each), followed closely by turkey and mashed potatoes (each rating a 6.7).