Patriotism, Politics, and Perils In the U.S.A. & Other Nations.

The year’s longest day now past, thoughts inevitably turn toward sultry summer and hard-earned vacations. It’s also the time of year when the United States celebrates the spirit of independence and reflects on what it means to be American now and going forward.

Americans have a reputation as being among the most patriotic people in the developed world. Has that changed in the aftermath of the Iraq war, corporate scandals (Enron et al.), and continued layoffs? Or has America continued to keep the wagons circled following the terrorist attacks of 9.11? Global communications firm Euro RSCG Worldwide has examined these
questions in its new Prosumer Pulse(R) 2004 survey of six countries (results from the U.S., France, Germany, and the United Kingdom are reported here). The findings point to an America that is deeply patriotic and whose citizens are more interested than their European counterparts in supporting their country, even at the retail level.

“I identify deeply with my country and the people of my country” * A strong majority of Americans surveyed (69%) agreed with the above statement, while just 10% disagreed. None of the other countries surveyed came close to this level of agreement. * Just under half of British respondents (47%) agreed, while 21% disagreed.

* And in France, inventor of the word chauvinism and doughty defender of its own national pride, just four in 10 respondents agreed, while nearly a third (30%) disagreed.

* As for the Germans, patriots there are in the minority: Just 32% of Germans identify deeply with their country and its people, while 37% do not.

But patriotism isn’t just about how you feel about your country and compatriots; it’s how those feelings translate into action. In an era of globalization, it’s increasingly difficult to know which products come from where, and that makes it hard to care. But many Americans do care enough for it to affect their purchasing decisions. The responses from other countries tell a very different story.

“I prefer to buy products made in my own country”

* More than half of Americans (55%) agreed that they prefer to buy products made in America, while a very low 12% disagreed.

* In the U.K., less than a third of respondents (31%) prefer to support British manufacturers, while 33% do not.

* The situation is similar in France, with 34% agreeing with the statement and 31% disagreeing.

* Perhaps most surprising of all, just 25% of Germans prefer products made in the land of Mercedes-Benz, Braun, and Miele, while a much more substantial 41% don’t.

“These findings are in keeping with Euro RSCG’s Everyday People project in the U.S.,” commented Marian Salzman, Chief Strategy Officer of Euro RSCG Worldwide, who is spearheading the research. “We’ve found that Americans are increasingly perceiving the link between the economy they earn from and the economy they spend their earnings in. They are realizing that when they spend dollars locally, it helps to keep fellow Americans at work. Most Europeans feel cushioned from the worst economic difficulties by generous benefit systems, whereas many, if not most, Americans feel that just a few paychecks stand between them and hard times. The insecurity of America’s hire-and-fire approach seems to make for a higher level of patriotic solidarity.”

Of great interest to those with a stake in the upcoming U.S. presidential elections is whether “patriotism” is necessarily tied to support of the sitting president. After the horrors of 9.11, patriotism for many Americans meant unquestioning support of the president’s foreign policies. The majority of Americans backed the administration’s war on terror, ouster of the Taliban from Afghanistan, and invasion of Iraq (at least initially). President Bush’s dipping approval ratings in recent months and the unexpected record-shattering box-office performance of Michael Moore’s anti-Bush documentary-style film, “Fahrenheit 9/11,” suggests that Americans are feeling freer to question Oval Office policies and practices.

“What happens in the voting booth come November is anybody’s guess,” said Salzman. “What we do know from our ongoing research is that, at a time when Americans continue to feel threatened and misunderstood in a chaotic and violent world, feelings of solidarity among the U.S. populace appear to have grown deeper. That’s one of the things that sets this nation apart-and represents a real opportunity for domestic companies and brands.” For more information on Euro RSCG’s Prosumer Pulse 2004 or to arrange an interview with one of its authors, please contact the person listed below.