What Does ‘American’ Mean Two Years After 9/11?

Marketing communications agency Euro RSCG MVBMS Partners 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.