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This AnxietyIndex study highlights quantitative research in the U.K. conducted in the wake of the riots there in August 2011. The survey, which polled 290 British adults, examines their anxiety levels and drivers, both broadly and as they relate specifically to the riots. It also looks at whether the riots have changed perceptions of those brands that were affected by the looting and that aided in the cleanup, and points to how brands might help to address the root cause of the problem.
ANXIETYINDEXPOST-RIOT U.K.
AUGUST 2011
AGENDABackground and Methodology .............................................................. 3
Are Brits feeling anxious? ...................................................................... 4
What’s driving anxiety in the U.K.? ...................................................... 7
The Riots—Causes .................................................................................. 14
The Riots—Aftermath .............................................................................. 22
The Riots—Brands and Social Media............................................................ 33
2
BACKGROUND ANDMETHODOLOGYFor the latest installment of AnxietyIndex, JWT examined attitudes and behaviorsfollowing the August riots in London.
Survey conducted using JWT SONARTM, our proprietary online research tool.
Data collected in August 2011.
290 adults aged 18+, living in the U.K.
Data are weighted by age and gender.
3
ARE BRITS FEELINGANXIOUS?
4
5
Anxiety in the U.K. has been on the rise since June 2010.
Overall, given everything that is going on in the world, the country and your family’s life, how nervous or anxious would yousay you currently are?
90
80
70
60
50
40
30
20
10
0
Aug Nov Dec Feb Mar Sep Jun Nov Aug2008 2008 2008 2009 2009 2009 2010 2010 2011
7471 73 73 74
65 61 63
2629 27 27 26
3539 37
% Nervous/Anxious % Not Nervous/Anxious
33
67
6
The percentage who are “very anxious”has reached a two-year high.
Overall, given everything that is going on in the world, the country and your family’s life, how nervous or anxious would yousay you currently are?
30
25
20
15
10
5
0
12
15
17
1516
911
9
% Very Nervous/Anxious
13
Aug Nov Dec Feb Mar Sep Jun Nov Aug2008 2008 2008 2009 2009 2009 2010 2010 2011
WHAT’S DRIVINGANXIETY IN THE U.K.?
7
8
ANXIETYINDEX MAP
SAFETY/SECURITY ECONOMIC
SAFETY/SECURITY ECONOMIC
FURTHERFROM
“HOME”
CLOSERTO
“HOME”
FURTHER FROM
“HOME”
CLOSERTO
“HOME”
Political Leadership
State of Economy
Cost of Health Care
Cost of Living
Potential Military Hostilities
Current Military Hostilities
Job SecurityCrime
Threat ofTerrorism
9
Current MilitaryHostilities
Threat of Terrorism
Quality ofHealth Care
Crime Job Security
Cost of Living
Political Leadership
Potential Military Hostilities
State of Economy
700
600
500
400
300
200
100
0
Economic factors are driving anxiety, to an evengreater extent than in November 2010.
August 2011November 2010
AnxietyIndex: % who are nervous or anxious/% who are not
Events in your life, in the country and in the world can make people nervous or anxious. For each of the following, please indicatehow nervous or anxious you currently are, or not.
10
Government’s Budget Deficit
The Stock Market
Bank Failures
Gasoline Prices
Food Prices
Unemployment Rates
Natural Disasters
The War in Iraq
The Housing Market
Quality of Products from China
NationalInfrastructure
The War in Afghanistan
Impact of Global Warming
Global Pandemics
Safety of theFood Supply
350
300
250
200
150
100
50
0
Concerns about the stock market, unemploymentand especially gasoline and food prices have risen.
August 2011November 2010
AnxietyIndex: % who are nervous or anxious/% who are not
Events in your life, in the country and in the world can make people nervous or anxious. For each of the following, please indicatehow nervous or anxious you currently are, or not.
11Overall, given everything that is going on in the world, the country and your family’s life, how nervous or anxious would you say
you currently are?
People don’t see the economy improving in the near future.
Food prices
The cost of living
Petrol prices
Unemployment rates
The state of the economy
Military hostilities around the world
The current political leadership in your country
Potential military hostilities around the world
The stock market
The state of the national infrastructure
The government’s budget deficit
The threat of terrorism
The quality of health care
The rate of crime
The housing market
Bank failures
Global pandemic diseases
Job security
Safety of the food supply
WORSE BETTER
August 2011November 2010
-54-55-54
-53-51
-65-43-43
-33-28-28-28
-25-21
-24-31
-22-8
-20-25
-19-20
-17-25
-16-17
-15-19
-14-22
-11-10-9
-11-8
-15-8-7
12
Slightly more people feel the recession has had a great impact on them vs. 2010…
1 2 3 4 5 6 7 8 9 10Hasn’t Has
impacted impactedme at all me a great
deal
No Impact Great Impact
On a scale of 1-10, where 1 means tough economic times haven’t impacted me personally at all and 10 means tough economictimes have impacted me personally a great deal, how would you rate yourself?
August 2011November 2010
50% ofrespondents
reported a scorebetween 7-10 in2011 compared
to 44% in 2010
13
…and many are unsure when the economy might begin to improve.
When will the economy start to get better?
I never It has already It will start It will start It will start I have no ideaconsidered the started to to get better to get better to get better when it will
country to be get better this autumn next year in 2013 or get betterin a recession (2011) (2012) later
When, if ever, do you think the economy will start to get better?
2%8% 6%
20% 23%
40%
90
80
70
60
50
40
30
20
10
0
14
SOURCES OF ANXIETY: THE RIOTS—CAUSES
15
Disgust and shock were common initial reactions to the recent rioting.
One word to describe your first feelings about the riots
What one word would best describe your feelings at that time? Which of the following comes closest to your views when youfirst heard about the riots?
64% said they were very
or a littlesurprised
when they firstheard about
the riots
16
The rioters’ looting is seen as a worse crime than the falsification of expense claims by MPs.
Which do you see as a more criminal act?
Looting of shopsby rioters
Which is more criminal?
59%
41%Falsification ofexpense claims by British MPs
17
Decline in respect for others
Gang culture
Criminality
Bad parenting
Unemployment
Failure of authority
Poor education
Boredom
Inequality within British society
Culture of being “on the take”
Consumerism
Cuts in funding for youth services
Poverty
Police failures
Influence of rap-grime music
69%
68%
63%
62%
43%
43%
43%
41%
35%
33%
29%
29%
28%
22%
13%
While people see multiple factors as causing the riots, they are more likely to blame things
individuals are responsible for (e.g., bad parenting)than societal factors like poor education.
Which of the following, if any, do you feel are the main root causes of the riots and unrest on the streets of Britain?
What are the main root causes of the riots?
18
Parents & guardians
The British government
Young people in general
Social networks
The media
The police
Schools/educational establishments
Local councils
Advertisers
Brands
57%
35%
34%
31%
25%
19%
17%
10%
8%
Parents are being blamed for the riots, to a muchgreater degree than the government…
And on which of these, if any, would you assign blame for the riots?
Who do you think is to blame for the riots?
6%
41%
36%
30%
30%
22%
20%
18%
13%
13%
8%
69%
31%
37%
10%
24%
37%
6%
2%
21%
10%
Parents & guardians
The British government
Young people in general
The police
The media
Social networks (i.e., Twitter, Facebook, Blackberry)
Local councils
Brands
Schools/educational establishments
Advertisers
The young also blame the police, while the oldergeneration hold social networks partly responsible.
55%
19
40%
35%
21%
30%
30%
7%
4%
14%
5%
Who do you think is to blame for the riots?
Age18-3435-49 50+
40%
42%
20
Parents & guardians
The British government
Young people themselves
Judicial system
The police
Schools/educational establishments
Local councils
Social services
66%
59%
56%
39%
38%
35%
25%
23%
The nation is looking to individuals to address the problems at the root of the riots,
as well as the government.
And going forward, whose responsibility is it to address the problems which lie at the root of the rioting?
Who is responsible for addressing the root of the problem?
81%66%
65%57%
Age18-3435-49 50+
Older people overwhelmingly see better parenting as the solution. Moresurprisingly, 42% of younger people think they themselves must take responsibility.
21
Worry for them
Feel wary of them
Don’t trust them
Don’t understand them
Pity them
Sympathize with them
Wish to help them
Feel angry toward them
Support them
Fear them
Dislike them
Trust them
Understand them
Feel proud of them
Begrudge them
41%
32%
25%
17%
17%
15%
14%
13%
11%
9%
8%
8%
7%
5%
2%
Despite some wariness and mistrust,people are predominantly worried for the
youth in their communities.
Thinking about the young people in your community, which of the following words or phrases describe how you’re currently feeling?
How do you feel about the young people in your community?
The over-50s in particularare worried for theseyoungsters (52%), muchmore so than young peoplethemselves (28%).
SOURCES OF ANXIETY: THE RIOTS—AFTERMATH
22
23
While many are still proud to be British,there is some element of shame and embarrassment following the riots.
How do you feel about being British today?
How do you feel about being British today?
Local communities
The police
The judicial system
The media
Local councils
Boris Johnson
David Cameron
The British government
People feel that local communities and the police handled the riots well, unlike the government.
How well did each of the following handle the riots?
74%26%
65%35%
64%36%
57%43%
56%44%
46%54%
45%55%
42%58%
24
How well did each of the following handle the riots?
It is interesting that the police should emerge relatively unscathed from the riots,when they were so heavily criticized by the media for the speed of their responseand considered by some to have been at least partly responsible for sparking thefirst riots. Yet even the 18-34s think they did a good job of policing the riots (67%),perhaps suggesting sympathy for the scale of the problem they faced.
Very/Somewhat WellVery/Somewhat Poorly
25
And there’s a positive feeling about the public’s show of solidarity after the riots.
How did these things make you feel?
18%
44%
38%
YesNo, but I heard about themNo, nor have I heard about them
Did you see any “peacewalls”/riot cleanups?
How did these things make you feel?
26
Punishments of those convicted were deemed appropriate, with some wanting harsher
consequences, particularly the young.
On the whole, do you feel that the punishments handed out to those convicted during the rioting were …? What punishments doyou think would have been more appropriate?
34%
42%
10%
ExcessiveAppropriateNot severe enoughI’m not really familiar with the punishments
Do you feel that thepunishments were…
What punishments do you think would have been more appropriate?
“Very long prison sentences to deter people in the future.”
“Longer sentences and community service to put right the damageand pay toward the cost of repairs.”
“Make them clean up their own mess.”
“Name and shame even the youngest, provide longer sentences forwrongdoers, make the people who did the damage repair it.”
“The offenders should be made to do community work, helping toput right the things they caused, not just be allowed to loll aroundin prison at our expense, with TV, three good meals, etc.”
13%
43% of thoseaged 18-34 felt
the punishmentswere not severe
enough
How do you fell about yourown personal safety?
27
An overwhelming majority believe the riots will happen again, and a quarter feel less safe
in their communities than before.
Some people have told us that they are concerned that the behavior seen during the riots could happen again. What do you think?How do you feel about your own personal safety on the streets where you live?
33%
40%
18%
I think it will happen again, and very soonI think it will happen again, but not for a few monthsI think it may happen again, but likely not for a long timeI don’t think it will happen again
Do you think the riots willhappen again?
9%
17%
74%
1%2%
7%
Much safer than beforeA little safer than beforeAbout the same as beforeA little less safe than beforeMuch less safe than before
41% of thoseaged 18-34
reported feelingless safe
91% of allrespondents
believe the riots will happen
again24% of all
respondentsreported feeling
less safe
28
Will future peaceful protests be affected? Quite a few say they would be too afraid to
attend a protest now.Would you participate in a protest for a cause you strongly supported?
Absolutely fine, I would go along, I would be nervous, I would be much None of theseI would go along but would be a but I would too afraid to attend
no problem little more wary still go along a protest right now
Imagine that a protest march were being arranged that related to a cause you strongly supported. Assuming you really wanted toshow your support, how comfortable would you now feel about participating?
23%18%
8%
27%24%
35% of those aged 18-34 say they would be too afraid to attend a protest. With furtherdemonstrations said to be planned for autumn 2011, will this affect participation?
29
Apprenticeship programs
More funding for youth projects and facilities
Reverse the decision to cut police funding
Introduce legislation to deter such behavior
Address poverty in our society
Deploy more police officers to front-line policing
Introduce compulsory military service
Address inequality in our society
Hire more police
Reverse the decision to charge for tuition fees
Reinstate the EMA
49%
45%
45%
39%
38%
37%
36%
35%
29%
21%
Youth projects and initiatives are seen as measures that could prevent future riots (as well as
the need for continued police funding).
What do you think the government should do to prevent a recurrence of the riots?
What should the government do to prevent more riots?
15%
While the majority have not changed their views, support for the government and its spending
cuts has been adversely affected.Support for Spending Cuts
30How have the riots affected your support of the coalition government, if at all? How do you feel now, after the riots, about the
spending cuts that the coalition government has introduced?
Support for CoalitionGovernment
12%
54%
6%
23%8%
62%
6%
17%
Support a lot moreSupport a little moreNo changeSupport a little lessSupport a lot less
7% 5%
35% ofrespondents areless supportive
of spending cuts
Overall, 25% of respondents
support thecoalition
government less
31
Tourism—people will not want to visit Britain
Our government will be seen as less credible
Events
Business—companies will not want to invest in Britain
Migration—individuals will not want to study or work in Britain
65%
48%
43%
39%
18%
Many are concerned that tourism will suffer as a result of the riots…
In which of the following areas, if any, do you think the reputation of Britain and its institutions will be affected by the news of theriots and unrest?
Effect on Britain
32
It will cost substantially more for security
Fears over potential rioting could spoil the atmosphere
Security will make it very difficult to get around during the events
Some sponsors may think twice about being involved with the games
People will decide to not come watch the games
People will be more likely to leave the U.K. in case trouble erupts
Some countries won’t send their athletes
64%
52%
40%
36%
31%
…but the majority are confident that Britain can deliver a safe Olympics, albeit with
a larger bill for added security.
Thinking specifically about the London Olympics in 2012, what impact, if any, do you think the riots/unrest may have?How confident are you that Britain can deliver a safe Olympics?
Effect on 2012 Olympics
19%
16%
73% of Britons are
confident thecountry can
deliver a safeOlympics
33
SOURCES OF ANXIETY:THE RIOTS—BRANDS ANDSOCIAL MEDIA
Impact on reputation of brands helpingwith cleanup (Sainsbury’s, M&S)
34
The reputations of brands looted during the riots remain unaffected; those that aided the
cleanup received a boost.
How does this coverage, if at all, affect how you view the reputation of these brands?
Impact on reputation of brands targetedduring the riots (Nike, Adidas)
36%
39%
8%
84%
I think much more positively of themSomewhat more positively of themMy opinions haven’t changedSomewhat more negatively of themMuch more negatively of them
21%
3% 4%1%
4% said they felt
more positivelytoward targeted
brands
60% said they felt
more positivelytoward brandshelping with
cleanup in theaftermath of
the riots
2%2%
35
Sponsoring youth initiatives, facilities and programs in communities
Provide training opportunities dedicated to deprived kids
Facilitate the involvement of young people in their local communities
Put money into deprived areas/communities
Promote responsible attitudes to consumerism
Brands have no role to play and should not be involved
52%
44%
40%
36%
33%
There’s a real opportunity for brands to build positive sentiment by getting involved
in initiatives for youth.
How do you think brands could do more to make young people feel more connected to their communities?
How could brands help young people feel connected to their community?
20%
Should social networkingsites be restricted?
36
Many think social networks should be restricted if need be, and a third feel more
negatively toward them.
Some politicians suggested that social networks should be restricted in the future to prevent them from being used in a negativeway. Do you agree? Do you feel in any way differently now about social networking brands such as Facebook and Twitter?
18%
30%
34%
Agree stronglyAgree somewhatDon’t really agreeDon’t agree at all
19%
60%
6%
33%
Yes, more negativeYes, more positiveNo difference
64% of Britons agree
that socialnetworking sites
should berestricted
Feelings about brands involved in social networking
60% have no change in feelings
about socialnetworking
brands
THANK YOU
Marie StaffordBusiness Intelligence Director
020.7656.7109
www.AnxietyIndex.com@anxietyindex
Mark TrussDirector of Brand Intelligence
JWT Worldwide
1.212.210.5699
(c) 2011 J. Walter Thompson Company. All Rights Reserved.
Ann M. MackDirector of Trendspotting
JWT Worldwide
1.212.210.7378
