OPTIMISTS: America Needs You!

Publicis Dialog, part of Publicis Groupe S.A., announced the completion of its latest survey to assess the changes in the American consumer’s mood, outlook and preference for various types of media messages four months after the attacks of September 11th.

The new study showed that New Yorkers continue to experience greater impact from the terrorist attacks than the country overall, resulting in a less positive overall outlook for the future (42% vs. 63%) and spending behavior; 49% of New Yorkers cut back their holiday spending while only 11% spent more.

The survey also demonstrated that those who were classified as “optimistic”* revealed they are more willing to spend—notwithstanding income level, daily mood or other factors. For instance, in the case of spending more during the holidays in 2001 over 2000, twice as many respondents identified as optimists spent more on holiday gifts than did their counterparts deemed pessimists.

According to Maurice Levy, chairman and CEO of the Publicis Groupe S.A., “One of the most interesting facts we have learned from this study is that consumer spending is driven more by an individual’s psychological profile than overall consumer confidence. Society’s optimists*, with their greater spending activity, will continue to support the economy.”

“In the case of holiday spending, twice as many respondents identified as optimists spent more on holiday gifts than did their counterparts deemed pessimists. Significantly, income was not an indicator: the richest pessimist actually spent less than the poorest optimist.”

“While it is not surprising that New York was more deeply affected by the terrorist attacks, this survey illustrates in black and white the marked contrast in mood and behavior among New Yorkers compared to the rest of the country. There is a sense that recovery is imminent, but it is clear that New York will need more time to recover, and the particular sensitivities and needs of the New York audience should be taken into consideration when designing all New York-targeted communications.

“We have long known that marketing messages are more effective when targeted to the individual. This survey indicates that businesses will be well-served to focus their communications on optimistic messages in order to buoy the spirits of individuals and consequently the spending patterns of consumers.”

“In the end, it is not just a matter of reaching high-income consumers, or offering significantly discounted deals. It is about giving a voice to those who believe that America will soon recover. Now more than ever marketers need to be sensitive. Americans are watching and acting on their beliefs.”

Highlights of the new findings:

Holiday Spending

Overall Spending Flat — Among all respondents, 18.8% reported they spent more this holiday season than last; 34.4% spent less; 46.1% spent the same.

New Yorkers Spent Less — Respondents who reside in the New York City borough of Manhattan reported a significant decrease in their Holiday spending, with a whopping 49% saying they spent less this year, while only 11% spent more.

Optimists Lead Spending Trend – Leading all consumers in Holiday spending this year were respondents categorized as “optimists” – 21% of optimists reported spending more this Holiday season. At the opposite end of the spending continuum, only 10% of the consumers categorized as “pessimists” reported spending more this year.

Anticipated Spending

Positive Trend For Smaller Purchases Continues – Air Travel Up
For smaller purchases, there continues to be a positive trend since the weeks following September 11, with little change since November. The category for air travel shows a slight increase from the October and November studies.

Optimists Lead Major Purchase Intentions- While consumers’ intentions to make a major purchase (over $5,000) within the next six months are up from the weeks following September 11, they are relatively unchanged since November. However, 45% of the optimists reported they plan to spend the same or more on a major purchase in the next six months. Residents of Manhattan showed no differences from other Americans in their plans to make a major purchase in the next six months.

Mood / Outlook

More Positive Outlook Overall Among all respondents we observed a continued decrease in feelings of depression/sadness, anxiety and intrusive thoughts since September 11th.

New Yorkers Outlook Less Positive Specifically, New Yorkers show they are significantly less positive in their outlook for the economy, the country and their family than other respondents with 42.4% reporting an overall positive outlook for the future versus 63% for all respondents.
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Optimists Lead Positive Outlook – Not surprisingly, Optimists have a much more positive outlook for the future (74.3%) than pessimist respondents (36.7%). Optimists are positive in their outlook for their family (89%), community (75%), our country (80%), and the economy (64.9%). Interestingly, some Optimists are coping by shopping(10%).

Media Message Preferences

Straightforward and Humorous Messages Favored Overall — The latest survey shows that overall consumers continue to favor straightforward, practical and funny advertising messages. The preference for messages that stress solidarity, are patriotic and talk about good things in life has decreased significantly since the weeks immediately following September 11.

Optimists Less Motivated By Patriotic Messages – Optimistic consumers in particular found patriotic messages less motivating. In fact, patriotic messages were rated “not at all motivating” by 59% of the optimistic, compared to 36% of the pessimists.

New Yorkers Show Notable Differences – Residents of Manhattan clearly find messages that talk about improving the future, discuss a company’s contribution to victim relief efforts and those that make expression of support for our troops significantly more motivating than other respondents. They also tended to find practical and entertaining messages slightly more motivating than others.

The first study undertaken by Publicis was conducted October 3-4, 2001, followed by a second study on November 10-13, 2001. The third study was conducted on January 2, 2002 – January 7, 2002.

For more information at http://www.publicis-usa.com