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At a time when significant emphasis is placed on the issues that divide Americans, the Fetzer Institute’s “Survey of Love and Forgiveness in American Society” reveals the commonalities that bind us together. The report uncovers the deeply held beliefs and attitudes individuals have about love, forgiveness, and their connection to the world beyond our borders. The Fetzer Institute commissioned the research in 2010 in an effort to explore these complex topics that are central to its mission and to learn more about where love and forgiveness are present in American life.
Citation preview
1
Survey of Love and Forgiveness in American Society
prepared for the Fetzer Institute by StrategyOneOctober 2010
2
Methodology
•Influencers are defined as follows:-Business Influencer: currently holds a professional title of director or above-Community Influencer: has participated in at least three community activities like volunteering or charities or nonprofit organizations, attending public meetings, contacting politicians, or others in the past 12 months
Who
n=1,000 US Adults age 18+ (Margin of Error: 3.1% in 95 out of 100 cases)
n=200 Oversample of influencers* (Margin of Error: 6.9% in 95 out of 100 cases)
n=300 Oversample in six geographic markets (Margin of Error: 5.7% in 95 out of 100 cases)Dallas; Detroit; New York City; San Francisco; Seattle; Washington, D.C.
How Online Data Collection
When August 4–15, 2010
3
Key Findings
A Growing Desire for Love and ForgivenessAmerican adults recognize a need for more meaningful love and
forgiveness. Sixty-eight percent of Americans agree (strongly or somewhat) that they need more meaningful love in their personal lives, and this number increases to 89% in their communities, 94% in America, and 95% in the world. Sixty-two percent of Americans agree (strongly or somewhat) that they need more forgiveness in their personal lives, and this number increases to 83% in their communities, 90% in America, and 90% in the world.
4
Key Findings
Americans Seek Greater Connection GloballyAmericans express a universal desire for a more loving and unified world. For example, most (61%) claim that if they better understood the values of people in other countries, there would be less conflict in the world, which indicates a need in our country for better understanding of foreign cultures and values and how those values align with our own. Additionally, 9 in 10 Americans agree that the world is too divided and apart, and 95% agree that we need more meaningful love in the world.
5
Key Findings
An Increasingly Fearful and Violent WorldThe belief is prevalent in the United States that the world is increasingly becoming more fearful and violent. Ninety-one percent of Americans feel this way, and the majority of Americans also believe that both the United States and the world today are too divided and apart (87% and 90% respectively).
6
Key Findings
The Complexity of Forgiveness in America Sixty-seven percent of Americans agree that the US population is
composed of generally forgiving people, but 58% also agree that there are instances where people should never be forgiven. The unforgiveable instances are murder (41%), abuse or sexual crimes (26%), or any intentionally committed crime (22%), suggesting that most Americans focus on crimes against an individual as being unforgiveable. Additionally, 60% of Americans believe that forgiving someone would first depend on the offender apologizing and making changes.
7
Key Findings
Americans Live with Distrust and Long to BelongWhile most Americans describe their personal communities as friendly,
peaceful, respectful, and compassionate, 74% agree that most people would take advantage of others if they had the chance. In addition, 40% of Americans describe their communities as divided; 31% claim their communities are intolerant; and 27% state their communities are untrusting. The data also points to a clear majority who long to belong. 82% of Americans agree that it’s personally important to feel part of a community, and 58% say that they want to be a part of something bigger than themselves but don’t know how to begin.
8
Key Findings
Americans Are Becoming More SpiritualThe United States is becoming an increasingly spiritual country. Seventy-six percent of American adults consider themselves to be spiritual, and 60% of American adults say they are becoming more spiritual as compared to five years ago. Furthermore, nearly three-quarters of American adults believe spirituality can help solve misunderstandings between cultures. Still, there is a segment of the population that doesn’t know where to turn to address their spiritual needs. Around one-third of American adults spend a lot of time grappling with spirituality, and more than one-in four have spiritual needs and don’t know where to turn for help.
9
Meaningful Love
10
Being com-passionate
Helping others Sacrifices Acts of kindness Anticipating needs
Respect Spending time Community involvement
Physical affection
21% 20%
8% 7% 7% 6% 6% 5% 5%
Meaningful love in Americans’ personal lives is primarily about compassion and supporting others.
Asked among US Population•Thinking about the term “meaningful love,” how would you define this in the context of your personal life? •What are some ways you demonstrate “meaningful love” in your personal life?
Defining “meaningful love”
Ways to demonstrate “meaningful love”
US Population
11
Ways “meaningful love” is part of industry/field
Americans believe that meaningful love is not part of the workplace.
•In what ways do you think “meaningful love” is part of the industry or field in which you currently work? •What do you think is the main obstacle to having more “meaningful love” in the industry or field in which you currently work?
Inappropriate in the workplace Profits Selfishness Competition Lack of communication Bureaucracy
11%9%
7%5% 5% 5%
13% 13%
5% 5% 5% 5%
US Population Business influencers
Top
men
tions
Main obstacle to “meaningful love” in the workplace
US Population
12
Americans indicate a strong desire for more meaningful love in their lives, particularly at the community and societal levels.
•How much do you agree or disagree with the following statements?
We need more meaningful love in the world
We need more meaningful love in America
We need more meaningful love in my community
We need more meaningful love in the industry or field in which
I work
I need more meaningful love in my personal life
62%
58%
42%
29%
28%
33%
36%
47%
48%
40%
3%
4%
9%
14%
22%
2%
2%
2%
9%
10%
Strongly agree Somewhat agree Somewhat disagree Strongly disagree
% AGREE, Key Groups
US Population
Community Influencers
Business Influencers
68% 67% 66%
77% 77% 75%
89% 87% 85%
94% 94% 92%
95% 95% 92%
US Population
Perceived Need for Meaningful Love
13
Forgiveness
14
Americans see an increasing need for forgiveness, particularly at the community and societal levels.
•How much do you agree or disagree with the following statements?
We need more forgiveness in the world
We need more forgiveness in America
We need more forgiveness in my community
We need more forgiveness in the industry or field in which I currently work
I need more forgiveness in my personal life
55%
51%
37%
27%
22%
35%
39%
46%
45%
40%
7%
7%
13%
18%
28%
2%
3%
4%
10%
9%
Strongly agree Somewhat agree Somewhat disagree Strongly disagree
% AGREE, Key Groups
US Population
Community Influencers
Business Influencers
62% 63% 61%
72% 73% 72%
83% 83% 84%
90% 91% 89%
90% 93% 89%
Perceived Need for Forgiveness
US Population
15
Attitudes about forgiveness are mixed, and more than half of Americans agree there are instances that do not warrant forgiveness.
•How much do you agree or disagree with the following statements?•What are these instances where people should never be forgiven?
There are instances where people should never be forgiven
In general, my forgiving someone should depend upon the offender first apologizing
and making changes
24%
22%
34%
38%
23%
24%
19%
16%
Strongly agree Somewhat agree Somewhat disagree Strongly disagree
% AGREE, Key Groups
US Population
Community Influencers
Business Influencers
60% 49% 58%
58% 50% 60%
Situations of Forgiveness
Murder Abuse / Sexual crimes Intentional crimes Betrayal Terrorism / War crimes
41%
26%22%
10%4%
US Population
Unforgiveable Instances
US Population
16
Americans believe that forgiveness is not part of the workplace.
12% 11%7% 6% 6% 4%
10%13% 11%
5% 5% 6% 6%
18%US Population Business influencers
Top
men
tions
Main obstacle to forgiveness in the workplace
•In what ways do you think forgiveness is part of the industry or field in which you currently work? •What do you think is the main obstacle to having more forgiveness in the industry or field in which you currently work?
Ways forgiveness is part of industry/field
US Population
17
Americans are more comfortable seeking help to forgive others than in seeking help to forgive themselves.
•Have you ever turned to anyone for help or guidance in trying to forgive others?•Have you ever turned to anyone for help or guidance in trying to forgive yourself?•Which of the following have you turned to?
Friend
Family member
Spouse
Mental health professional
Parent
Clergy
Support group
Teacher
Colleague
God
54%
41%
30%
29%
27%
26%
12%
7%
7%
6%
69%
54%
41%
22%
37%
27%
12%
10%
15%
4%
To forgive others
To forgive yourselfForgive othersForgive yourself
53%
43%
Turn to others for help to… Turn to:
US Population
18
Influencers demonstrate similar attitudes to the general public, but they are more comfortable turning to a variety of support sources.
Community and Business Influencers
•Have you ever turned to anyone for help or guidance in trying to forgive others?•Have you ever turned to anyone for help or guidance in trying to forgive yourself?•Which of the following have you turned to?
Friend
Family member
Mental health professional
Clergy
Spouse
Parent
Support group
Colleague
Teacher
God
53%
40%
35%
33%
30%
25%
21%
14%
8%
6%
69%
54%
27%
37%
39%
33%
18%
21%
10%
4%
To forgive othersTo forgive yourselfForgive othersForgive yourself
59%
47%
Turn to others for help to… Turn to:
19
92%
2%6%
Most Americans seek help from friends and family when grappling with a personal problem.
•To which of the following do you turn for support when you are struggling with a personal problem?
87%
3% 10%I have resources
I don't know where to turn
I don't look for help
Community and Business Influencers
US Population
Family
Friends
Physical activity or hobby
Religion or spirituality
Meditation
Published materials
Personal indulgences
A personal advisor
Online communication
62%
56%
32%
27%
22%
18%
17%
13%
10%
Family
Friends
Physical activity or hobby
Religion or spirituality
Meditation
Published materials
Personal indulgences
A personal advisor
Online communication
66%
64%
42%
35%
31%
29%
19%
17%
15%
Where You Turn for Personal Guidance
20
Religion & Spirituality
21
Americans are uniformly committed to leading spiritual, connected lives.
•How important would you say each of the following is in your personal life?
To feel part of a community
To find meaning in my life
To lead a life of high moral value
To find inner peace
33%
62%
60%
63%
49%
32%
35%
32%
15%
4%
3%
4%
3%
2%
1%
1%
Very important Somewhat important Not very important Not at all important
% IMPORTANT, Key Groups
US PopulationCommunity Influencers
Business Influencers
95% 96% 95%
95% 95% 95%
94% 95% 93%
82% 90% 87%
Importance of Values
US Population
22
Most Americans consider themselves “spiritual.”
•Thinking about religion and spirituality, which of the following best describes you?
US Population
Business Influencers
Community Influencers
35%
37%
39%
6%
10%
6%
41%
34%
42%
18%
19%
13%
Spiritual, but not religious Religious, but not spiritual Both Neither
23
Spiritual only Religious only Both Spiritual only Religious only Both Spiritual only Religious only Both
79%77%
90%
84%86%
95%
88%
74%
91%
Americans who are both religious and spiritual lead lives more aligned with their beliefs.
•How well connected is your life with your spiritual beliefs? (Asked among spiritual only.)•How well connected is your life with your religious beliefs? (Asked among religious only.)•How well connected is your life with your spiritual/religious beliefs? (Asked among both spiritual and religious.)
US Population Community Influencers Business Influencers
% Life is well connected with beliefs
24
Spiritual only Religious only Both Spiritual only Religious only Both Spiritual only Religious only Both
47%
35%
50%
35%
19%
35%
63%
51%
59%
Spirituality is a common factor in Americans having more trust and openness to others.
Forgiveness not conditional Trust of others Positive global views% DISAGREE
“In general, my forgiving someone should depend upon the offender first apologizing
and making changes in their behavior”
% DISAGREE“Most people would take advantage of
others if they had the chance”
% DISAGREE“People in other countries are generally
intolerant people”
•How much do you agree or disagree with the following statements?
25
Belief/Faith in God
Practices/Worship
System of be-liefs
Organized/Structured faith
Belief in higher power
Sharing of be-liefs
Dogma/Defined beliefs
23% 21%17% 16%
10% 9% 8%
Americans understand religion as a set of beliefs and practices of faith.
•What does the term “religion” mean to you? (Mentions less than 10% omitted from table.)
Participation in an organized, structured version of spirituality.Believing in God,
going to my church, having the right to go to my choice of
church.Religious does not necessarily mean you attend church
every Sunday. It means you believe in a greater power.
Religion for me is the practice of rituals that connect me with my
spiritual beliefs. Religion is a gateway, though not the
only gateway, to spirituality.
A dogma or set of rules that people band together to
follow.
Having a belief in God and living by
example. Attending a local church..being a
part of that church community.
Definition of Religion
Religions are the greatest lie ever told to
mankind. Its a tool used by people to gain and/or maintain power
and control.
Religion is man's attempt to explain his
existence and his connection to the
universe of which he is a part.
US Population
26
Americans understand spirituality to be more personal than religion.
•What does the term “spirituality’” mean to you? (Mentions less than 5% omitted from table.)
Spirituality means the love and worship of GOD.
Having a personal relationship with
God.
Religion is for people who are afraid of going to hell,
Spirituality is for the people who have already
lived through it.
To me, it means having faith in a
higher power or in something greater
than you.
Spirituality is the feeling of peace and serenity you get knowing there is a power greater than yourself who
knows what is best for you.
You live your life in the 'spirit' of Christ.
That you are kind, and compassionate, and you think
about broader things than yourself, like making the world a better place, and having a moral code that you live by, and being
good to others.
Belief/Faith in God Belief in higher power Faith (general) Self-awareness Inner peace
22% 21%
10%7% 6%
Definition of Spirituality
US Population
27
Religion is largely old-fashioned and out of date
Spirituality is largely old-fashioned and out of date
Science and religion are in direct conflict
Science and spirituality are in direct conflict
Religion can help solve misunderstandings and gaps between cultures
Spirituality can help solve misunderstandings and gaps between cultures
Science and religion are both useful
Science and spirituality are both useful
Science and religion are compatible
Science and spirituality are compatible
42%
22%
19%
13%
54%
72%
39%
40%
18%
22%
Attitudes about religion and spirituality differ. Americans are more likely to see spirituality as relevant and useful.
•How much do you agree or disagree with the following statements?
Perceived Relevance of Religion and Spirituality% Agree
Neg
ative
atti
tude
sPo
sitiv
e atti
tude
s
US Population
28
Those who are both religious and spiritual are most likely to participate in religious/spiritual practice.
•How often do you do each of the following activities?
Pray privately outside of church
Meditate
Attend a church
Spiritual activity not connected with a
church
59%
36%
28%
27%
% FREQUENTLY, Key Groups
US PopulationCommunity Influencers
Business Influencers
Spiritual only
Religious only Both
59% 62% 61% 50% 62% 87%
36% 46% 52% 41% 35% 49%
28% 37% 38% 12% 46% 54%
27% 36% 41% 29% 29% 38%
Religious/Spiritual Practice% Once per week or more
US Population
29
Americans have a growing interest in spirituality and are searching for guidance.
•How much do you agree or disagree with the following statements?
I believe the events in my life unfold according to a divine or greater plan
Compared to 5 years ago, I am becoming more spiritual
I want to join and be a part of something bigger than myself but I don’t know how to begin
I have spiritual needs that are not addressed by a traditional religious institution
Compared to 5 years ago, I am becoming more religious
I spend a lot of time grappling with the issue of spirituality
I have spiritual needs and I don’t know where to turn
69%
60%
58%
48%
41%
31%
27%
% AGREE, Key Groups
US Population
Community Influencers
Business Influencers
Spiritual only
Religious only Both
69% 67% 69% 63% 71% 89%
60% 63% 67% 66% 42% 77%
58% 52% 56% 56% 58% 57%
48% 52% 56% 70% 45% 39%
41% 41% 44% 22% 55% 67%
31% 30% 39% 30% 45% 31%
27% 22% 32% 27% 43% 24%
Connection to Spirituality% Agree
US Population
30
Many Americans believe their religion is the right one.
•How much do you agree or disagree with the following statements? •Do you believe that your children should be raised with… (Asked of respondents with children.)
I believe interfaith marriage is wrong
The religion I believe in is the right religion
7%
30%
13%
33%
27%
16%
52%
20%
Strongly agree Somewhat agree Somewhat disagree Strongly disagree
% AGREE, Key Groups
US Population
Community Influencers
Business Influencers
63% 57% 60%
21% 16% 25%
How Religious Preference Affects Lifestyle
Organized religion Spiritual guidance Both Neither
9%
24%
46%
12%
Children should be raised with…
US Population
31
Community & Self
32
47%
41%
4% 2% 6%
The people and houses in my neighborhood
The broader locale or city in which I live
The state in which I live
The country in which I live
The world in which I live
For many, “community” is defined by close geographic proximity.
•Thinking about the word “community,” geographically, do you define this primarily as…
Community and Business InfluencersUS Population
34%
53%
5% 2% 7%
Community as neighborhood or city 88%
Community as neighborhood or city 87%
33•Thinking about your personal community, whom do you include…
My neighbors
My family
The people and groups with whom I spend the greatest amount of time
My church/local religious group
My company/co-workers
Organizations and associations I am a member of
My online social networks
76%
72%
60%
40%
36%
34%
23%
Key Groups
US PopulationCommunity Influencers
Business Influencers
76% 82% 75%
72% 80% 78%
60% 75% 69%
40% 53% 49%
36% 46% 56%
34% 56% 52%
23% 32% 34%
Definition of Personal Community
Influencers have a wider definition of their personal community than other Americans.
US Population
34•Thinking about this personal community, how well do you agree that each of these terms describes your community now?•Which of the following do you wish your personal community was more of?
Preference for Personal Community
Americans recognize the positive qualities of their communities, but also identify room for improvement.
Frien
dly
Peace
ful
Respectf
ul
Compassio
nate
Lovin
g
Forgi
ving
Accountab
le
Multicu
ltural
Faith
-fille
d
Spirit
ual
Divided
Intoler
ant
Untrusti
ng
Corrupt
92% 89% 89%85% 83% 82% 81%
77%73% 73%
40%31%
27%20%
33%25%
35%
26%22%
18%21%
13% 16% 16%
1% 2% 2% 1%
Currently describes community Wish my community was more
US Population
35•How important would you say each of the following is in your personal life?•For each of the following statements, please indicate how much you agree or disagree.
Americans want to be a part of a community and are looking to belong to something bigger than themselves.
82% 87% 90%
58% 56%52%
Importance of Community Joining Something Bigger% IMPORTANT
“To feel part of a community”% AGREE
“I want to join something bigger than myself, but I don’t know how to begin.”
36
Americans believe that both the United States and the world are too divided and apart.
•For each of the following statements, please indicate how much you agree or disagree.
America today is too divided and apart
The world today is too divided and apart
The world is increasingly becoming more fearful and violent
Most people would take advantage of others if they had the chance
42%
46%
48%
29%
45%
44%
43%
45%
10%
8%
7%
23%
3%
3%
2%
3%
Strongly agree Somewhat agree Somewhat disagree Strongly disagree
Perception of Social Health
US Population
37
The majority of Americans have similar perceptions of themselves as they do of people around the world.
•How much do you agree or disagree with the following statements? (Total % Agree shown)
Perceptions of Foreign Cultures
Question split sampled [Americans] [People in other countries]
Are generally intolerant people
If they understood others' values better, there would be less conflict
Are generally spiritual people
Are generally forgiving people
Are generally religious people
Are generally loving people
Are generally compassionate people
43%
52%
76%
61%
76%
71%
72%
49%
61%
65%
67%
75%
76%
77%
AmericansPeople in other countries
US Population
38
Detailed Findings by City
39
Dallas
93% 90% 91% 88% 87% 87% 83% 87%77% 80%
36% 27% 24% 16%35%
22%35% 28% 21% 23% 28%
12%24% 20%
0% 1% 0% 0%
Currently describes community Wish my community was more
We need more forgiveness in the world
We need more forgiveness in America
We need more forgiveness in my community
I need more forgiveness in my personal life
We need more meaningful love in the world
We need more meaningful love in America
We need more meaningful love in my community
I need more meaningful love in my personal life
59%
54%
33%
22%
65%
60%
40%
26%
35%
40%
49%
43%
28%
33%
44%
44%
5%
5%
16%
26%
3%
3%
12%
19%
1%
1%
2%
9%
3%
3%
4%
11%
Strongly agree Somewhat agree Somewhat disagree Strongly disagreeThe world is increasingly more fear-ful and violent
I have spiritual needs and I don't know where to turn
90%
22%
% Agree
40
Detroit
92% 85% 86% 86% 84% 81% 84% 75% 72% 74%
37%24% 20% 18%
30% 25% 30% 25% 20% 20% 20% 13% 17% 17%1% 2% 1% 1%
Currently describes community Wish my community was more
We need more forgiveness in the world
We need more forgiveness in America
We need more forgiveness in my community
I need more forgiveness in my personal life
We need more meaningful love in the world
We need more meaningful love in America
We need more meaningful love in my community
I need more meaningful love in my personal life
54%
50%
35%
20%
61%
56%
36%
26%
38%
39%
47%
40%
33%
39%
52%
42%
7%
9%
16%
34%
4%
3%
9%
24%
1%
2%
2%
6%
2%
2%
2%
8%
Strongly agree Somewhat agree Somewhat disagree Strongly disagreeThe world is increasingly more fear-ful and violent
I have spiritual needs and I don't know where to turn
92%
24%
% Agree
41
New York City
89% 88% 86% 84% 81% 79% 82% 84%67% 68%
49%34% 32% 25%31% 29% 33% 27% 21% 17%
23%9% 14% 16%
5% 2% 1% 2%
Currently describes community Wish my community was more
We need more forgiveness in the world
We need more forgiveness in America
We need more forgiveness in my community
I need more forgiveness in my personal life
We need more meaningful love in the world
We need more meaningful love in America
We need more meaningful love in my community
I need more meaningful love in my personal life
48%
40%
31%
24%
56%
50%
38%
32%
42%
48%
49%
38%
39%
43%
50%
36%
8%
10%
15%
26%
4%
4%
10%
20%
2%
2%
5%
12%
1%
2%
2%
11%
Strongly agree Somewhat agree Somewhat disagree Strongly disagreeThe world is increasingly more fear-ful and violent
I have spiritual needs and I don't know where to turn
88%
31%
% Agree
42
San Francisco
92% 88% 91% 91% 89% 83% 85% 88%
58% 67%
40%24% 23% 17%
30% 25%38% 30% 26% 20% 24%
14% 12% 17%2% 1% 1% 1%
Currently describes community Wish my community was more
We need more forgiveness in the world
We need more forgiveness in America
We need more forgiveness in my community
I need more forgiveness in my personal life
We need more meaningful love in the world
We need more meaningful love in America
We need more meaningful love in my community
I need more meaningful love in my personal life
46%
44%
27%
18%
56%
49%
34%
25%
47%
47%
51%
42%
38%
45%
56%
44%
5%
7%
19%
31%
4%
5%
8%
24%
2%
2%
3%
9%
1%
1%
2%
7%
Strongly agree Somewhat agree Somewhat disagree Strongly disagreeThe world is increasingly more fear-ful and violent
I have spiritual needs and I don't know where to turn
85%
24%
% Agree
43
Seattle
92% 88% 90% 89% 86% 84% 83% 84%62% 65%
33%20% 21% 13%
31%19%
30% 24% 18% 15% 19% 14% 12% 13%0% 1% 1% 0%
Currently describes community Wish my community was more
We need more forgiveness in the world
We need more forgiveness in America
We need more forgiveness in my community
I need more forgiveness in my personal life
We need more meaningful love in the world
We need more meaningful love in America
We need more meaningful love in my community
I need more meaningful love in my personal life
50%
45%
33%
17%
54%
51%
37%
23%
43%
44%
47%
41%
37%
41%
47%
41%
4%
7%
16%
31%
6%
5%
12%
26%
3%
3%
4%
11%
3%
3%
4%
10%
Strongly agree Somewhat agree Somewhat disagree Strongly disagreeThe world is increasingly more fear-ful and violent
I have spiritual needs and I don't know where to turn to help me with
them
88%
23%
% Agree
44
Washington, D.C.
91% 87% 88% 86% 80% 82% 81% 88%68% 71%
35% 29% 27% 19%28% 21%36%
23% 16% 17%23%
13% 13% 15%1% 2% 1% 1%
Currently describes community Wish my community was more
We need more forgiveness in the world
We need more forgiveness in America
We need more forgiveness in my community
I need more forgiveness in my personal life
We need more meaningful love in the world
We need more meaningful love in America
We need more meaningful love in my community
I need more meaningful love in my personal life
50%
46%
29%
18%
51%
47%
30%
22%
40%
43%
49%
39%
41%
42%
50%
41%
8%
10%
20%
34%
5%
7%
16%
27%
2%
1%
2%
9%
3%
4%
4%
10%
Strongly agree Somewhat agree Somewhat disagree Strongly disagreeThe world is increasingly more fear-ful and violent
I have spiritual needs and I don't know where to turn
84%
26%
% Agree
45
Demographics
46
DemographicsGen Pop Business
InfluencersCommunity Influencers
Age
18-24 14% 4% 10%
25-29 10% 9% 7%
30-34 10% 13% 8%
35-44 22% 22% 18%
45-54 22% 24% 21%
55-64 16% 19% 27%
65+ 6% 8% 11%
GenderMale 45% 59% 41%
Female 55% 41% 59%
Region
Northeast 24% 31% 26%
South 29% 24% 25%
Midwest 23% 17% 20%
West 23% 29% 30%
Metropolitan Areas
Dallas 4% 11% 10%
Detroit 3% 9% 11%
NYC 16% 23% 18%
San Francisco 5% 15% 16%
Seattle 2% 10% 12%
DC 4% 12% 13%
None of these cities 65% 20% 20%
Gen Pop BusinessInfluencers
Community Influencers
Education
High School or less 21% 9% 8%
Some College 35% 22% 31%
College graduate 29% 38% 35%
Professional/Graduate School 14% 31% 26%
Type of School
Public School 82% 76% 77%
Parochial/Religious School 10% 12% 14%
Private School 5% 9% 6%
Employment Status
Employed Full-Time 40% 75% 46%
Employed Part-Time 14% 14% 14%
Part-Time Student 1% 0% <1%
Full-Time Student 7% 3% 7%
Retired/Semi-Retired 10% 4% 15%
Unemployed, looking for work 13% 2% 9%
Unemployed, not looking for work 2% 1% <1%
Homemaker/Unpaid caregiver 8% 0% 5%
Disabled 5% 1% 3%
47
DemographicsGen Pop Business
InfluencersCommunity Influencers
Ethnicity
Caucasian 76% 78% 79%
African-American 8% 6% 8%
Asian 5% 8% 6%
Hispanic 9% 5% 5%
American Indian <1% 1% 1%
Middle-Eastern <1% <1% <1%
Other 2% 1% 2%
Income Level
>$20,000 15% 5% 8%
$20,000-$34,999 19% 8% 12%
$35,000-$49,999 17% 11% 15%
$50,000-$74,999 21% 20% 22%
$75,000-$99,999 14% 18% 18%
$100,000-$149,999 8% 19% 15%
$150,000+ 4% 17% 10%
Voting Preference
McCain 29% 29% 34%
Obama 43% 56% 53%
Other 4% 6% 5%
Did not vote 23% 9% 8%
Gen Pop BusinessInfluencers
Community Influencers
Occupation
Business 9% 27% 12%
Education 8% 10% 12%
Health 4% 7% 7%
Government 5% 6% 6%
Engineering 3% 6% 4%
Labor 3% 2% 3%
NGO/Non-profit 2% 5% 4%
Communications 2% 5% 2%
Law 1% 2% 2%
Arts 1% 3% 1%
Design 1% 3% 2%
Sports 1% 2% 1%
Natural Sciences <1% 1% 1%
Religion 1% 1% 1%
Social Sciences <1% 1% 1%
Humanities <1% 1% 1%
None of these 28% 28% 19%
Not currently professionally employed 34% 0% 28%
48
DemographicsGen Pop Business
InfluencersCommunity Influencers
Professional Titles
C-Suite 5% 31% 6%
President 3% 20% 5%
Executive Vice President 1% 7% 2%
Senior Vice President 1% 4% 1%
Vice President 1% 7% 2%
Director 4% 31% 8%
Manager 16% 0% 20%
Other Professional Staff Member 32% 0% 37%
Not currently professionally employed 13% 0% 5%
None 23% 0% 14%
Marital Status
Married 47% 56% 52%
In a relationship, but not married 13% 8% 10%
Single 25% 22% 21%
Widowed 3% 3% 4%
Divorced 11% 9% 11%
Prefer not to answer <1% 1% <1%
Gen Pop BusinessInfluencers
Community Influencers
Children in HH
Yes 34% 39% 31%
No 66% 61% 69%
Religion
Protestant / Christian 36% 26% 34%
Catholic 22% 26% 24%
Born-again 11% 8% 12%
Jewish 4% 9% 7%
Evangelical 2% 5% 4%
Buddhist 1% 2% 2%
Believe in God, but not organized religion 1% 4% 2%
Hindu 1% 3% 1%
Muslim 1% 2% 1%
None/Atheist/Agnostic 9% 9% 10%
Other 20% 20% 21%
Don’t Know/Refused 7% 6% 5%
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