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ANXIETYINDEX
       MEXICO
        JANUARY 2010
AGENDA
    Background ..............................................................................................................3
    Methodology ............................................................................................................5
    Executive Summary ..............................................................................................6
    What’s making people anxious today? ......................................................11
    A closer look at Mexico....................................................................................22
         The recession’s impact on Mexico vs. other countries ..................................23
         The recession’s impact on lifestyle ................................................................26
         Media and the recession ................................................................................35
         Shopping behavior and the recession ............................................................41
         Looking to the future: The next generation ....................................................44

    Brand Opportunities                  ..........................................................................................47



2
BACKGROUND
    The JWT AnxietyIndex was launched in February 2003 during the run-up
    to the war in Iraq.
    It tracks the level and intensity of consumer anxiety and the drivers of
    that anxiety. It examines safety and security concerns—the threat of
    terrorism, potential and current military hostilities, crime—as well as
    economic worries, such as the cost of health care, the cost of living and
    job security.
    The AnxietyIndex is also designed to discover consumer insights that will
    help marketers formulate strategies during times of high or low anxiety.




3
BACKGROUND (cont’d.)
                                     Mexico - GDP Percent Change
               10.0


                                                          4.8
                5.0                    4.1     3.0                 3.2
                       1.0    1.3                                          1.3
                0.0



                -5.0
    % Change                                                                       -6.5

               -10.0
                       2003   2004     2005    2006     2007      2008    2009     2010
                                                                                   (est.)

    JWT launched the baseline study for AnxietyIndex in Mexico in 2010.

    Following the global economic downturn, forecasts predict a recession for Mexico in 2010.

                                                                          Source: CIA World Fact Book



4
METHODOLOGY
    Quantitative survey conducted by JWT SONARTM, our proprietary online
    research tool
    Data collected January 2010
        296 adults aged 18-59, living in Mexico
    Data weighted by age and gender




5
EXECUTIVE
    SUMMARY



6
EXECUTIVE
    SUMMARY
    Mexico is one of the most anxious countries in the world.
    Instability is part of the cultural code. This is primarily due to two factors:
        Anthropologically, Mexico has faced violent change: the disappearance of
        indigenous Aztec and Mayan culture, three invasions and numerous
        revolutions.
        Economically, there is a long history of frequent crisis. In the last 40 years,
        Mexicans have struggled through at least four major economic crises and
        various smaller recessions.




7
EXECUTIVE
    SUMMARY (cont’d.)
    The primary drivers of anxiety are the economic situation, the escalation
    of violence and crime, and the stagnant job market. Feeling that they live
    in permanent instability, people are pessimistic about the future.
    Mexicans’ frustration and pessimism are exacerbated by the beliefs that
    the political class is detached from the country’s reality, that the current
    government is one of the most corrupt and that people are being treated
    unjustly.




8
EXECUTIVE
    SUMMARY (cont’d.)
    A majority say they have been cutting back on spending—specifically,
    doing less shopping, eating out and going to bars/clubs.
    For Mexicans, home is a safe haven:
        59 percent say they are spending more time at home.
        People are both cautious about spending money and anxious about their
        personal security.
    For almost half of respondents, the crisis has led to greater closeness
    with friends and family.




9
EXECUTIVE
     SUMMARY (cont’d.)
     Fear for the future is more prevalent than anxiety about the present. The
     prevalent anxieties about the future are:
         The employment situation my children will face when grown up
         Affording a good education for my children
         Having enough money for a comfortable old age




10
WHAT’S MAKING PEOPLE
     ANXIOUS TODAY?



11
Overall anxiety levels in Mexico
     are high—among the highest in the world ...
     100
            10 16 18
      90             21 22 22
                              26 28
                                    30
      80                                                                  34 35
                                                                                         41 42
                                                                                               45
      70                                                                                                       58
      60                                                                                                              65
      50    90
                  84 82
      40                        79 78 78
                                         74 72 70
      30                                          66 65
                                                                                         59 58
                                                                                               55
      20                                                                                                       42
                                                                                                                      35
      10

       0
           Japan Russia Saudi ArgentinaMexico UAE   India   U.S.   Spain Brazil   U.K. AustraliaColombiaCanada France China
                        Arabia
                                                                                                               Brazil: January   2009
                                 % Nervous/Anxious                 % Not Nervous/Anxious              India, China: April-May    2009
                                                                                                 Russia, Spain, Japan: March     2009
                                                                           U.S., U.K., Canada, Australia, France: September      2009
                                                                                                 Saudi Arabia, UAE: October      2009
                                                                                       Argentina, Colombia, Mexico: January      2010

                                      Overall, given everything that is going on in the world, the country, and your family’s life,
12                                                                    how nervous or anxious would you say you currently are?
... with one in five saying they are
                              “very anxious.”
     50
                                                                                         % Very Nervous/Anxious


     40



     30



     20
           38
                   30
                          28 26
     10                                  25 25 21
                                                  18 16
                                                        12 10
                                                                                            9      8       8      7      6
      0   Russia   India Saudi    UAE Argentina Japan Mexico Brazil   U.S.   Spain France U.K. Australia CanadaColombia China
                         Arabia
                                                                                                                  Brazil: January   2009
                                                                                                         India, China: April-May    2009
                                                                                                    Russia, Spain, Japan: March     2009
                                                                              U.S., U.K., Canada, Australia, France: September      2009
                                                                                                    Saudi Arabia, UAE: October      2009
                                                                                          Argentina, Colombia, Mexico: January      2010
                                         Overall, given everything that is going on in the world, the country, and your family’s life,
13                                                                       how nervous or anxious would you say you currently are?
ANXIETYINDEX MAP

                      SAFETY/SECURITY                                ECONOMIC

                                                   Political Leadership
                                                       900

                               Threat of
                                                                               State of Economy
                               Terrorism
     FURTHER                                          600
                                                                                                     FURTHER
       FROM                                                                                            FROM
      “HOME”                                                                                          “HOME”
                                                      300
          Potential Military                                                            Cost of Health
             Hostilities                                                                    Care
                                                         0



     CLOSER                                                                                              CLOSER
       TO                                                                                                  TO
     “HOME”    Current Military                                                     Cost of Living       “HOME”
                 Hostilities




                                           Crime                     Job Security


                      SAFETY/SECURITY                                ECONOMIC
14
Mexicans are most concerned about the overall
     economy, crime, the cost of living and job security.
                                                 Political Leadership
                                                                                                         Mexico
                                                       1000
                                                                                                         Global average
                                                        900
                             Threat of
                                                        800                       State of Economy
                             Terrorism
                                                        700                 819
                                                        600
                                                        500
                                                        400
                                                        300
                                                         153
                                                        200
        Potential Military                          72                                         Cost of
           Hostilities                                  100
                                                                                             Health Care
                                                   76    0           253

                                                  79
                                                                          475
                                                              349
            Current Military                                                            Cost of Living
              Hostilities                        496




                                         Crime                          Job Security
                                                              AnxietyIndex: % who are nervous or anxious/% who are not

15
Anxiety over the economy and jobs is
     pronounced even compared with the other
           LATAM markets we studied.
                                              Political Leadership
                                                                                                        Mexico
                                                   1000
                                                                                                        LATAM* average
                                                     900
                          Threat of
                                                     800                        State of Economy
                          Terrorism
                                                     700
                                                                          819
                                                     600
                                                     500
                                                     400
                                                     300
                                                     200
     Potential Military                           153                                         Cost of
        Hostilities                             72100
                                                                                            Health Care
                                               76 0               253
                                                79

                                                                        475
                                                           349
         Current Military                                                              Cost of Living
           Hostilities                         496



                                      Crime                          Job Security
                                                           AnxietyIndex: % who are nervous or anxious/% who are not
                                                                                    *Brazil, Argentina, Colombia, Mexico
16
On specific drivers of anxiety, Mexicans stand out for their
       concern over the basics: food and jobs. But they also
     demonstrate a conscience, worrying about global warming.
                                                           The War in Iraq
                                  Impact of Global             800                The War in
                                     Warming                                      Afghanistan                    Mexico
                                                                                                                 Global average
                                                               600
                 Natural Disasters                                                         The Housing
                                                                                             Market
                                                         417   400



               Safety of the                                   200
                                                     219          55                                   Gasoline Prices
               Food Supply                                             54 92
                                                   198                         312
                                                                  0

                                                     138                                         783
               Quality of
          Products Imported                          224          85                                   Food Prices
              from China                                    215         143


                                                                                        657
                 The Government’s
                                                                                              Unemployment Rates
                   Budget Deficit


                                     The State
                                       of the                                    Bank Failures
                               National Infrastructure    The Stock Market
                                                                     AnxietyIndex: % who are nervous or anxious/% who are not

17
Even compared to their LATAM neighbors,
     Mexicans are much more worried about food
             prices and unemployment.
                                                The War in Iraq
                                                                       The War in
                                 Corruption          800
                                                                       Afghanistan                        Mexico
                                                                                                          LATAM* average
              Impact of Global                       600                             The Housing
                 Warming                                                               Market
                                              478
                                                     400

                                       417
     Natural Disasters                               200
                                                                                              Gasoline Prices
                                                       34
                                                           33 56 139
                                        219
                                                       0
                                                                                        783
       Safety of the
                                          198
                                                                                               Food Prices
       Food Supply                            138
                                                           85 143
                                              224
                                                     215
           Quality of
      Products Imported
                                                                                  657
                                                                                         Unemployment Rates
          from China


               The Government’s
                 Budget Deficit                                               Bank Failures

                              The State of the
                                                               The Stock Market
                           National Infrastructure
                                                             AnxietyIndex: % who are nervous or anxious/% who are not
                                                                                      *Brazil, Argentina, Colombia, Mexico
18
In general, Mexicans are very pessimistic
     about the prospect of positive near-term change ...

                                                                               WORSE                        BETTER
                Safety of the food supply                                                  -22
                                                                                                           1
                     The housing market                   Mexico                                -17
                                                          Global average                           -3
                       The stock market                                                   -24
                                                          More optimistic                                  2
                            Bank failures                 More pessimistic
                                                                                           -23
                                                                                                          1
                    Unemployment rates                                   -50
                                                                                         -27
                         Gasoline prices                   -72
                                                                                   -34
                             Food prices                    -70
                                                                                  -35
         The government’s budget deficit                                 -50
                                                                                       -29

                          % who expect it will get “better” minus % who expect it will get “worse” in the next six months
           And over the next six months, do you expect that each of the following will get better, stay the same or get worse?
19
... with most clearly feeling the effects of
                      the economic downturn.

                   Intensity of Personal Impact from Tough Economic Times




                                                                                           68
                                                                 23
                                  9


                  1         2         3        4        5         6        7         8        9       10
               Haven’t                                                                               Have
              impacted                                                                             impacted
               me 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 economic
20                                                times have impacted me personally a great deal, how would you rate yourself?
Though many feel they escaped the worst of it,
        faring better than the country as a whole.

                      Intensity of Impact from Tough Economic Times

                                                                Impact on me =      68
                 Impact on Mexico
                                                             Impact on Mexico =     87
                 Impact on Me




             1         2     3      4    5     6         7        8         9      10
          Haven’t                                                                 Have
         impacted                                                               impacted
          me at all                                                             me a great
                                                                                  deal
         No Impact                                                                Great Impact




     %

                                             How would you rate the impact of the recession on your country?
21
A CLOSER LOOK AT
     MEXICO



22
THE RECESSION’S
     IMPACT ON MEXICO
     VS. OTHER COUNTRIES



23
Many think Mexico has suffered more from the
      recession than other countries in the region ...

            Impact of Recession on Mexico vs. Other Latin American Countries

          70

          60
                                                             50
          50                45
          40

          30

          20

          10                                                                                  5
            0
                  My country has been          My country has been         My country has been LESS
                MORE affected than other affected ABOUT THE SAME            affected than other Latin
                Latin American countries as other Latin American countries     American countries
     %

     Thinking about the effect of the global economic downturn on your country, do you think your country has been affected more,
                                                             less, or about the same compared to other Latin American countries?

24
... and most feel Mexico has suffered
             more compared with wealthier countries.

                        Impact of Recession on Mexico vs. Richer Countries

           80
                             73
           70

           60

           50

           40

           30
                                                              23
           20

           10                                                                                  4
             0
                   My country has been               My country has been          My country has been LESS
                   MORE affected than            affected ABOUT THE SAME                 affected than
                     richer countries                 as richer countries              richer countries
     %



         Thinking about the effect of the global economic downturn on your country, do you think your country has been affected
25                                                                 more, less, or about the same compared to richer countries?
THE RECESSION’S
     IMPACT ON LIFESTYLE



26
Mexicans consider ivory-tower politicians,
         corruption, class inequalities and crime
     as the primary social impacts of the recession.
                                                          % who agree

       Politicians in my country are out of touch with
     how the average person is being affected by the                                                        91
                           global economic downturn

      Government corruption in my country is as bad
                                as it has ever been                                                      88
          My social class is being dealt an unfair blow
           because of this global economic downturn                                                      88
         I worry that the global economic downturn is
         widening the economic gap between the rich                                                    85
                            and the poor in my country
      I’m worried that crime in my neighborhood will
                increase as people fall on hard times                                                 83
         I have started to notice that the values in my
         country have changed a bit as a result of the                                           75
                            global economic downturn

         The economic crisis has brought me closer to
                                my friends and family
                                                                               45

      The economic crisis has distanced me from my
                                   friends and family                     39
     %

                                                          How much do you agree or disagree with each of the following statements?


27
Behavior-wise, people are going out less and
              are retrenching to their homes ...
          Changes in Social Behavior as a Result of the Economic Downturn


                                                2
                   Going to concerts/theatre        15
                                                                                                83
                                                4
                    Going out to the movies                   25
                                                                                        71
                                                2
                     Going out to clubs, bars            18
                                                                                              80
                                                2
                            Going out to eat                       30
                                                                                      68
                                                3
                         Going out shopping                   26
                                                                                        71
                                                3
                 Going out to parties/events                            37                      More
                                                                                 60             Same
                                                                                59              Less
                     Spending time at home                    26
                                                    14




     %

                Some people have told us that recently they have made some changes in how they are spending their time.
                                       Looking at the list of activities below, are you doing each more often, less often, or
                                                about the same amount as you did before the global economic downturn?
28
... especially women.
                        % Doing Activity LESS by Gender



                                                                                               88
            Going to concerts/theatre                                                    79
                                                                                     76
             Going out to the movies
                                                                               65
                                                                                               87
              Going out to clubs, bars
                                                                                    72
                                                                                     75
                     Going out to eat
                                                                          60
                                                                                          81
                  Going out shopping
                                                                          60
                                                                               66
          Going out to parties/events                                                         Women
                                                                     53
                                                                                              Men




     %

         Some people have told us that recently they have made some changes in how they are spending their time.
                                Looking at the list of activities below, are you doing each more often, less often, or
                                         about the same amount as you did before the global economic downturn?
29
As one might expect, people are spending
     more time at home primarily to cut back on spending.
                             Why People Are Spending MORE Time at Home



                             To cut back on spending                                                   86
            I want to spend more time with my family                    29
             There seems to be less going on (parties,
                                       concerts, etc.)             22

                      Because most of my friends are          16
       I improved my home entertainment/bought new
                       items for home entertainment
                                                         3

                Because of crime in my neighborhood             20




       %

                                                             You mentioned that you have been spending more time at home recently.
                                                                  What are the reasons you have been spending more time at home?

30
Crime is a significant driver of anxiety ...
               How concerned are you about crime in your neighborhood?

         60
                            81
         50

                       40          41
         40

         30                                                  19
         20
                                                      16
         10
                                                                       3
          0
                        Very     Somewhat            Not very       Not at all
                     concerned   concerned          concerned      concerned

     %

                                             Now, we’d like to talk to you about crime in your neighborhood.
                                                How concerned are you about crime in your neighborhood?

31
... and it appears to be tied to the downturn, as
       anxiety related to crime has risen for many ...
              How has your concern about crime changed over the past year?

         80

         70

         60
                           52
         50
                                                           43
         40

         30

         20

         10
                                                                                          5
          0
                         Increased                    Stayed the Same                  Decreased

     %

     Thinking about the past year, has your concern about crime in your neighborhood increased, decreased, or stayed the same?


32
... impacting the daily lives of
         about half of Mexicans, especially women.
              Has your routine changed due to concerns about crime?
         80

         70   Women
              Men
         60                      56                           54
         50
                      46                                               44
         40

         30

         20

         10

          0
                           Yes                                      No




     %

                        Have you changed your routine at all due to your concern about crime in your neighborhood?


33
Those who have changed their routine have
     adopted coping mechanisms impacting various areas
      of their lives, from showing less bling to going out
              less to shopping in different places.
                       Has your routine changed due to concerns about crime?

               Not wearing certain pieces of clothing or                                            72
                 accessories so I don’t attract attention                                           73
                                                                                                     74
                     Going out less often than I used to                                54

                                  Not going out at night                                      66
                                                                                        56

              Choosing to shop in different areas/stores                              51
                                                                                              64

                              Buying fewer luxury items                                53
                                                                                       53

       Making sure that when I am out, I am not alone                                   57
                                                                                 39

           Choosing different methods of transportation                     33
                                                                                         57
                                                                                                          Women
           Entertaining myself and friends at home so I               18                                  Men
                         don’t have to go out as much            13



       %                                                    Among those who have changed their routine due to concerns about crime
                                                                                                   And how or what have you changed?


34
MEDIA AND
     THE RECESSION



35
As in most markets, people understand the
     downturn as much as it affects them but don’t
          possess an in-depth understanding.
              Knowledge of the Global Economic Downturn
         60

         50
                                                                50
                                43
         40

         30

         20

         10
                 6
                                                                                  1
          0
              I know a lot  I know a fair                  I’ve heard of it,    I’ve never
                 about it  amount about it                but that’s about it   heard of it

     %

                                             How much would you say you know about the global economic downturn?


36
Mexicans get their news through
         several sources, primarily TV and the Web ...

               % of people who use source for news at least once a day
         100
          90         83
          80                             76
          70
          60                                                    57
          50                                                                       47
          40
          30
          20
          10
           0
                       TV                Online                 Radio             Newspaper


     %

                      About how often, if at all, do you get your current news and information from each of the following?


37
... which have been a source
               of information about the downturn.
          % of people who saw news about the downturn through their usual
                           news and information sources
         100
          90            90                                                          Women

          80
                                   82                                               Men


          70
          60
          50
          40
          30
          20                                                             18
          10
                                                             10
           0
                             Yes                                    No


     %

                          Have you watched/read/heard reports about the global economic downturn from your usual
                                                                                   news and information sources?

38
Most Mexicans feel the media has covered the
          downturn in the right proportion ...

                Has the media coverage of the downturn been ...?
         80

         70

         60
                                                      54
         50

         40

         30

         20
                     13                                                             15
         10

          0
                   Too Little                     Right Amount                    Too Much

     %

              And do you think the media has been giving reports about the global economic downturn too much, too little,
                                                                                              or just enough coverage?

39
... although a majority are unaware that
     LATAM is expected to enter a recession this year.

         Awareness of reports that Latin America will enter a recession in 2010
          80

         70

         60
                            60

         50

         40
                                                                         40

         30

         20

         10

          0
                             Yes                                          No

     %

                                   Are you aware of the recent reports that Latin America will enter a recession in 2010?


40
SHOPPING BEHAVIOR
     AND THE RECESSION



41
In the past year, most people have changed their
     behavior in response to the global downturn—though
          these steps are more passive than active ...
                               Actions taken as a result of the global downturn
      Paying closer attention to prices while I’m shopping                                             78
                   More actively looking for items on sale                                           77
                  Buying only when I am close to running
                                       out of something                                            72
               Doing more comparison shopping to make                                             71
                               sure I get the best price

      Shopping more at discount or less expensive stores                                    62
                        Switching to lower priced brands                              51
           Buying more store brands/private label brands                         44
             Buying smaller amounts of items, more often           22
                                     Using more coupons          19
                                      Buying more in bulk    6
                   I haven’t changed my spending habits
                              as a result of the recession   5


         %

           Now, we would like to talk to you about your shopping over the past year. Please take a moment and think about how your
       spending habits have or have not changed over the past year when it comes to what you buy for your household (i.e., groceries,
                      supplies, etc.). Which of the following, if any, have you begun to do as a result of the global economic downturn?
42
... and defensive recessionary behavior
                 seems yet to have gripped many Mexicans.

                                                         % who agree strongly



           I have started to cut back on things I don’t need                                55
     I worry that because of the global economic downturn
        I won’t be able to keep up the lifestyle I am used to                         43
     I worry that because of the global economic downturn
                 I won’t be able to attain the lifestyle I want                  37
        I haven’t personally felt the effects of the recession
          but have modified my spending habits just in case
                                                                     16
                 I have noticed my friends have cut back in
                                       their spending habits
                                                                   12
                        The recession hasn’t really changed
                               what I do in my everyday life
                                                                  11




            %

                                                                  How much do you agree or disagree with each of the following statements?


43
LOOKING TO THE FUTURE:
     THE NEXT GENERATION



44
And while many Mexicans are anxious today, even
     more are anxious about the world their children and
            their children’s children will inherit ...
                           % of people anxious about themselves vs. anxious
                           about the future for their children/grandchildren
           100
            90                                        88
            80                   78
            70
            60
            50
                                                                                                  48
            40
            30                                                               21
            20
            10
              0
                             Anxious about        Anxious about           Very Anxious      Very Anxious about
                              themselves          their children/       about themselves      their children/
                                                   grandchildren                              grandchildren
       %                                                                                              Among those who have children
      Given everything that is going on in the world, the country, and your family’s life, how nervous or anxious would you say you are
                                                                           about the world your child(ren) or grandchildren will inherit?

45
... which tends to manifest in financial concerns.

                                                % agreeing strongly or somewhat


     I worry about the effect this economy will have on the
                   ability of my child(ren) to find a good job
                                                                                                                  90

     I worry about my ability to afford the type of education                                                    86
                                      I’d like for my child(ren)

          I worry about my retirement funds and that I may                                                  79
             someday have to rely on my child(ren) for help

          This is a good lesson for my child(ren) about living                                     64
                                          within your means
         I’ve lived through recessions before, and so did my
                       parents—my child(ren) will be just fine
                                                                                        45

           The schools are doing a good job of teaching my                      31
                             child(ren) about the recession




            %                                                                                             Among those who have children
                                                                   How much do you agree or disagree with each of the following statements?


46
BRAND
     OPPORTUNITIES




47
BRAND
     OPPORTUNITIES
     Mexican brands have several opportunities to connect with anxious
     consumers:
         Speaking in a value voice. This can comfort people, with the brand acting
         as a singular source of fairness and empathy.
         Linking with symbols of stability and permanence. This can help brands
         connect with consumers who are struggling with instability, disappointment
         and confusion.
          Example: An HSBC Mexico spot was developed to increase a perception of solidity,
          exploring the simple idea that union and solidarity are the best way to confront
          uncertainty and threat.




48
BRAND
     OPPORTUNITIES (cont’d.)
     Mexican brands have several opportunities to connect with anxious
     consumers (cont’d.):
         Helping to restore a sense of control for the consumer.
          Example: A Ford Focus commercial dramatizes a test drive as a getaway chase. With
          consumers anxious about their helplessness in an increasingly violent and hostile
          environment, this spot empowers them by suspending the perception that they’re at
          the mercy of an “oppressive” world. With the Focus they can escape it and take
          control.




49
BRAND
     OPPORTUNITIES (cont’d.)
     Family togetherness is still high valued, as it’s one of the most important
     symbols of stability. Dramatize the house as a haven from a hostile and
     threatening world:
         A Telmex “triple play” campaign shows a modern middle-class family with a
         democratic dynamic among its members and a dog who symbolizes
         stability.
         La Lechera’s strategy focuses on strengthening family bonds and
         sweetening relationships between household members.
         A promotion from the chocolate brand Abuelita empathized with the need
         to connect, giving people a chance to win tickets that would allow
         expatriated family members to be reunited with their families in Mexico.




50
THANK YOU

Mark Truss                                    Alexandra Suarez                                       Ann M. Mack
Director of Brand Intelligence              Market Research Director                         Director of Trendspotting
JWT Worldwide                                    JWT Latin America                                     JWT Worldwide
mark.truss@jwt.com                         alexandra.suarez@jwt.com                               ann.mack@jwt.com



                                            www.AnxietyIndex.com
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JWT AnxietyIndex: Mexico (January 2010)

  • 1. ANXIETYINDEX MEXICO JANUARY 2010
  • 2. AGENDA Background ..............................................................................................................3 Methodology ............................................................................................................5 Executive Summary ..............................................................................................6 What’s making people anxious today? ......................................................11 A closer look at Mexico....................................................................................22 The recession’s impact on Mexico vs. other countries ..................................23 The recession’s impact on lifestyle ................................................................26 Media and the recession ................................................................................35 Shopping behavior and the recession ............................................................41 Looking to the future: The next generation ....................................................44 Brand Opportunities ..........................................................................................47 2
  • 3. BACKGROUND The JWT AnxietyIndex was launched in February 2003 during the run-up to the war in Iraq. It tracks the level and intensity of consumer anxiety and the drivers of that anxiety. It examines safety and security concerns—the threat of terrorism, potential and current military hostilities, crime—as well as economic worries, such as the cost of health care, the cost of living and job security. The AnxietyIndex is also designed to discover consumer insights that will help marketers formulate strategies during times of high or low anxiety. 3
  • 4. BACKGROUND (cont’d.) Mexico - GDP Percent Change 10.0 4.8 5.0 4.1 3.0 3.2 1.0 1.3 1.3 0.0 -5.0 % Change -6.5 -10.0 2003 2004 2005 2006 2007 2008 2009 2010 (est.) JWT launched the baseline study for AnxietyIndex in Mexico in 2010. Following the global economic downturn, forecasts predict a recession for Mexico in 2010. Source: CIA World Fact Book 4
  • 5. METHODOLOGY Quantitative survey conducted by JWT SONARTM, our proprietary online research tool Data collected January 2010 296 adults aged 18-59, living in Mexico Data weighted by age and gender 5
  • 6. EXECUTIVE SUMMARY 6
  • 7. EXECUTIVE SUMMARY Mexico is one of the most anxious countries in the world. Instability is part of the cultural code. This is primarily due to two factors: Anthropologically, Mexico has faced violent change: the disappearance of indigenous Aztec and Mayan culture, three invasions and numerous revolutions. Economically, there is a long history of frequent crisis. In the last 40 years, Mexicans have struggled through at least four major economic crises and various smaller recessions. 7
  • 8. EXECUTIVE SUMMARY (cont’d.) The primary drivers of anxiety are the economic situation, the escalation of violence and crime, and the stagnant job market. Feeling that they live in permanent instability, people are pessimistic about the future. Mexicans’ frustration and pessimism are exacerbated by the beliefs that the political class is detached from the country’s reality, that the current government is one of the most corrupt and that people are being treated unjustly. 8
  • 9. EXECUTIVE SUMMARY (cont’d.) A majority say they have been cutting back on spending—specifically, doing less shopping, eating out and going to bars/clubs. For Mexicans, home is a safe haven: 59 percent say they are spending more time at home. People are both cautious about spending money and anxious about their personal security. For almost half of respondents, the crisis has led to greater closeness with friends and family. 9
  • 10. EXECUTIVE SUMMARY (cont’d.) Fear for the future is more prevalent than anxiety about the present. The prevalent anxieties about the future are: The employment situation my children will face when grown up Affording a good education for my children Having enough money for a comfortable old age 10
  • 11. WHAT’S MAKING PEOPLE ANXIOUS TODAY? 11
  • 12. Overall anxiety levels in Mexico are high—among the highest in the world ... 100 10 16 18 90 21 22 22 26 28 30 80 34 35 41 42 45 70 58 60 65 50 90 84 82 40 79 78 78 74 72 70 30 66 65 59 58 55 20 42 35 10 0 Japan Russia Saudi ArgentinaMexico UAE India U.S. Spain Brazil U.K. AustraliaColombiaCanada France China Arabia Brazil: January 2009 % Nervous/Anxious % Not Nervous/Anxious India, China: April-May 2009 Russia, Spain, Japan: March 2009 U.S., U.K., Canada, Australia, France: September 2009 Saudi Arabia, UAE: October 2009 Argentina, Colombia, Mexico: January 2010 Overall, given everything that is going on in the world, the country, and your family’s life, 12 how nervous or anxious would you say you currently are?
  • 13. ... with one in five saying they are “very anxious.” 50 % Very Nervous/Anxious 40 30 20 38 30 28 26 10 25 25 21 18 16 12 10 9 8 8 7 6 0 Russia India Saudi UAE Argentina Japan Mexico Brazil U.S. Spain France U.K. Australia CanadaColombia China Arabia Brazil: January 2009 India, China: April-May 2009 Russia, Spain, Japan: March 2009 U.S., U.K., Canada, Australia, France: September 2009 Saudi Arabia, UAE: October 2009 Argentina, Colombia, Mexico: January 2010 Overall, given everything that is going on in the world, the country, and your family’s life, 13 how nervous or anxious would you say you currently are?
  • 14. ANXIETYINDEX MAP SAFETY/SECURITY ECONOMIC Political Leadership 900 Threat of State of Economy Terrorism FURTHER 600 FURTHER FROM FROM “HOME” “HOME” 300 Potential Military Cost of Health Hostilities Care 0 CLOSER CLOSER TO TO “HOME” Current Military Cost of Living “HOME” Hostilities Crime Job Security SAFETY/SECURITY ECONOMIC 14
  • 15. Mexicans are most concerned about the overall economy, crime, the cost of living and job security. Political Leadership Mexico 1000 Global average 900 Threat of 800 State of Economy Terrorism 700 819 600 500 400 300 153 200 Potential Military 72 Cost of Hostilities 100 Health Care 76 0 253 79 475 349 Current Military Cost of Living Hostilities 496 Crime Job Security AnxietyIndex: % who are nervous or anxious/% who are not 15
  • 16. Anxiety over the economy and jobs is pronounced even compared with the other LATAM markets we studied. Political Leadership Mexico 1000 LATAM* average 900 Threat of 800 State of Economy Terrorism 700 819 600 500 400 300 200 Potential Military 153 Cost of Hostilities 72100 Health Care 76 0 253 79 475 349 Current Military Cost of Living Hostilities 496 Crime Job Security AnxietyIndex: % who are nervous or anxious/% who are not *Brazil, Argentina, Colombia, Mexico 16
  • 17. On specific drivers of anxiety, Mexicans stand out for their concern over the basics: food and jobs. But they also demonstrate a conscience, worrying about global warming. The War in Iraq Impact of Global 800 The War in Warming Afghanistan Mexico Global average 600 Natural Disasters The Housing Market 417 400 Safety of the 200 219 55 Gasoline Prices Food Supply 54 92 198 312 0 138 783 Quality of Products Imported 224 85 Food Prices from China 215 143 657 The Government’s Unemployment Rates Budget Deficit The State of the Bank Failures National Infrastructure The Stock Market AnxietyIndex: % who are nervous or anxious/% who are not 17
  • 18. Even compared to their LATAM neighbors, Mexicans are much more worried about food prices and unemployment. The War in Iraq The War in Corruption 800 Afghanistan Mexico LATAM* average Impact of Global 600 The Housing Warming Market 478 400 417 Natural Disasters 200 Gasoline Prices 34 33 56 139 219 0 783 Safety of the 198 Food Prices Food Supply 138 85 143 224 215 Quality of Products Imported 657 Unemployment Rates from China The Government’s Budget Deficit Bank Failures The State of the The Stock Market National Infrastructure AnxietyIndex: % who are nervous or anxious/% who are not *Brazil, Argentina, Colombia, Mexico 18
  • 19. In general, Mexicans are very pessimistic about the prospect of positive near-term change ... WORSE BETTER Safety of the food supply -22 1 The housing market Mexico -17 Global average -3 The stock market -24 More optimistic 2 Bank failures More pessimistic -23 1 Unemployment rates -50 -27 Gasoline prices -72 -34 Food prices -70 -35 The government’s budget deficit -50 -29 % who expect it will get “better” minus % who expect it will get “worse” in the next six months And over the next six months, do you expect that each of the following will get better, stay the same or get worse? 19
  • 20. ... with most clearly feeling the effects of the economic downturn. Intensity of Personal Impact from Tough Economic Times 68 23 9 1 2 3 4 5 6 7 8 9 10 Haven’t Have impacted impacted me 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 economic 20 times have impacted me personally a great deal, how would you rate yourself?
  • 21. Though many feel they escaped the worst of it, faring better than the country as a whole. Intensity of Impact from Tough Economic Times Impact on me = 68 Impact on Mexico Impact on Mexico = 87 Impact on Me 1 2 3 4 5 6 7 8 9 10 Haven’t Have impacted impacted me at all me a great deal No Impact Great Impact % How would you rate the impact of the recession on your country? 21
  • 22. A CLOSER LOOK AT MEXICO 22
  • 23. THE RECESSION’S IMPACT ON MEXICO VS. OTHER COUNTRIES 23
  • 24. Many think Mexico has suffered more from the recession than other countries in the region ... Impact of Recession on Mexico vs. Other Latin American Countries 70 60 50 50 45 40 30 20 10 5 0 My country has been My country has been My country has been LESS MORE affected than other affected ABOUT THE SAME affected than other Latin Latin American countries as other Latin American countries American countries % Thinking about the effect of the global economic downturn on your country, do you think your country has been affected more, less, or about the same compared to other Latin American countries? 24
  • 25. ... and most feel Mexico has suffered more compared with wealthier countries. Impact of Recession on Mexico vs. Richer Countries 80 73 70 60 50 40 30 23 20 10 4 0 My country has been My country has been My country has been LESS MORE affected than affected ABOUT THE SAME affected than richer countries as richer countries richer countries % Thinking about the effect of the global economic downturn on your country, do you think your country has been affected 25 more, less, or about the same compared to richer countries?
  • 26. THE RECESSION’S IMPACT ON LIFESTYLE 26
  • 27. Mexicans consider ivory-tower politicians, corruption, class inequalities and crime as the primary social impacts of the recession. % who agree Politicians in my country are out of touch with how the average person is being affected by the 91 global economic downturn Government corruption in my country is as bad as it has ever been 88 My social class is being dealt an unfair blow because of this global economic downturn 88 I worry that the global economic downturn is widening the economic gap between the rich 85 and the poor in my country I’m worried that crime in my neighborhood will increase as people fall on hard times 83 I have started to notice that the values in my country have changed a bit as a result of the 75 global economic downturn The economic crisis has brought me closer to my friends and family 45 The economic crisis has distanced me from my friends and family 39 % How much do you agree or disagree with each of the following statements? 27
  • 28. Behavior-wise, people are going out less and are retrenching to their homes ... Changes in Social Behavior as a Result of the Economic Downturn 2 Going to concerts/theatre 15 83 4 Going out to the movies 25 71 2 Going out to clubs, bars 18 80 2 Going out to eat 30 68 3 Going out shopping 26 71 3 Going out to parties/events 37 More 60 Same 59 Less Spending time at home 26 14 % Some people have told us that recently they have made some changes in how they are spending their time. Looking at the list of activities below, are you doing each more often, less often, or about the same amount as you did before the global economic downturn? 28
  • 29. ... especially women. % Doing Activity LESS by Gender 88 Going to concerts/theatre 79 76 Going out to the movies 65 87 Going out to clubs, bars 72 75 Going out to eat 60 81 Going out shopping 60 66 Going out to parties/events Women 53 Men % Some people have told us that recently they have made some changes in how they are spending their time. Looking at the list of activities below, are you doing each more often, less often, or about the same amount as you did before the global economic downturn? 29
  • 30. As one might expect, people are spending more time at home primarily to cut back on spending. Why People Are Spending MORE Time at Home To cut back on spending 86 I want to spend more time with my family 29 There seems to be less going on (parties, concerts, etc.) 22 Because most of my friends are 16 I improved my home entertainment/bought new items for home entertainment 3 Because of crime in my neighborhood 20 % You mentioned that you have been spending more time at home recently. What are the reasons you have been spending more time at home? 30
  • 31. Crime is a significant driver of anxiety ... How concerned are you about crime in your neighborhood? 60 81 50 40 41 40 30 19 20 16 10 3 0 Very Somewhat Not very Not at all concerned concerned concerned concerned % Now, we’d like to talk to you about crime in your neighborhood. How concerned are you about crime in your neighborhood? 31
  • 32. ... and it appears to be tied to the downturn, as anxiety related to crime has risen for many ... How has your concern about crime changed over the past year? 80 70 60 52 50 43 40 30 20 10 5 0 Increased Stayed the Same Decreased % Thinking about the past year, has your concern about crime in your neighborhood increased, decreased, or stayed the same? 32
  • 33. ... impacting the daily lives of about half of Mexicans, especially women. Has your routine changed due to concerns about crime? 80 70 Women Men 60 56 54 50 46 44 40 30 20 10 0 Yes No % Have you changed your routine at all due to your concern about crime in your neighborhood? 33
  • 34. Those who have changed their routine have adopted coping mechanisms impacting various areas of their lives, from showing less bling to going out less to shopping in different places. Has your routine changed due to concerns about crime? Not wearing certain pieces of clothing or 72 accessories so I don’t attract attention 73 74 Going out less often than I used to 54 Not going out at night 66 56 Choosing to shop in different areas/stores 51 64 Buying fewer luxury items 53 53 Making sure that when I am out, I am not alone 57 39 Choosing different methods of transportation 33 57 Women Entertaining myself and friends at home so I 18 Men don’t have to go out as much 13 % Among those who have changed their routine due to concerns about crime And how or what have you changed? 34
  • 35. MEDIA AND THE RECESSION 35
  • 36. As in most markets, people understand the downturn as much as it affects them but don’t possess an in-depth understanding. Knowledge of the Global Economic Downturn 60 50 50 43 40 30 20 10 6 1 0 I know a lot I know a fair I’ve heard of it, I’ve never about it amount about it but that’s about it heard of it % How much would you say you know about the global economic downturn? 36
  • 37. Mexicans get their news through several sources, primarily TV and the Web ... % of people who use source for news at least once a day 100 90 83 80 76 70 60 57 50 47 40 30 20 10 0 TV Online Radio Newspaper % About how often, if at all, do you get your current news and information from each of the following? 37
  • 38. ... which have been a source of information about the downturn. % of people who saw news about the downturn through their usual news and information sources 100 90 90 Women 80 82 Men 70 60 50 40 30 20 18 10 10 0 Yes No % Have you watched/read/heard reports about the global economic downturn from your usual news and information sources? 38
  • 39. Most Mexicans feel the media has covered the downturn in the right proportion ... Has the media coverage of the downturn been ...? 80 70 60 54 50 40 30 20 13 15 10 0 Too Little Right Amount Too Much % And do you think the media has been giving reports about the global economic downturn too much, too little, or just enough coverage? 39
  • 40. ... although a majority are unaware that LATAM is expected to enter a recession this year. Awareness of reports that Latin America will enter a recession in 2010 80 70 60 60 50 40 40 30 20 10 0 Yes No % Are you aware of the recent reports that Latin America will enter a recession in 2010? 40
  • 41. SHOPPING BEHAVIOR AND THE RECESSION 41
  • 42. In the past year, most people have changed their behavior in response to the global downturn—though these steps are more passive than active ... Actions taken as a result of the global downturn Paying closer attention to prices while I’m shopping 78 More actively looking for items on sale 77 Buying only when I am close to running out of something 72 Doing more comparison shopping to make 71 sure I get the best price Shopping more at discount or less expensive stores 62 Switching to lower priced brands 51 Buying more store brands/private label brands 44 Buying smaller amounts of items, more often 22 Using more coupons 19 Buying more in bulk 6 I haven’t changed my spending habits as a result of the recession 5 % Now, we would like to talk to you about your shopping over the past year. Please take a moment and think about how your spending habits have or have not changed over the past year when it comes to what you buy for your household (i.e., groceries, supplies, etc.). Which of the following, if any, have you begun to do as a result of the global economic downturn? 42
  • 43. ... and defensive recessionary behavior seems yet to have gripped many Mexicans. % who agree strongly I have started to cut back on things I don’t need 55 I worry that because of the global economic downturn I won’t be able to keep up the lifestyle I am used to 43 I worry that because of the global economic downturn I won’t be able to attain the lifestyle I want 37 I haven’t personally felt the effects of the recession but have modified my spending habits just in case 16 I have noticed my friends have cut back in their spending habits 12 The recession hasn’t really changed what I do in my everyday life 11 % How much do you agree or disagree with each of the following statements? 43
  • 44. LOOKING TO THE FUTURE: THE NEXT GENERATION 44
  • 45. And while many Mexicans are anxious today, even more are anxious about the world their children and their children’s children will inherit ... % of people anxious about themselves vs. anxious about the future for their children/grandchildren 100 90 88 80 78 70 60 50 48 40 30 21 20 10 0 Anxious about Anxious about Very Anxious Very Anxious about themselves their children/ about themselves their children/ grandchildren grandchildren % Among those who have children Given everything that is going on in the world, the country, and your family’s life, how nervous or anxious would you say you are about the world your child(ren) or grandchildren will inherit? 45
  • 46. ... which tends to manifest in financial concerns. % agreeing strongly or somewhat I worry about the effect this economy will have on the ability of my child(ren) to find a good job 90 I worry about my ability to afford the type of education 86 I’d like for my child(ren) I worry about my retirement funds and that I may 79 someday have to rely on my child(ren) for help This is a good lesson for my child(ren) about living 64 within your means I’ve lived through recessions before, and so did my parents—my child(ren) will be just fine 45 The schools are doing a good job of teaching my 31 child(ren) about the recession % Among those who have children How much do you agree or disagree with each of the following statements? 46
  • 47. BRAND OPPORTUNITIES 47
  • 48. BRAND OPPORTUNITIES Mexican brands have several opportunities to connect with anxious consumers: Speaking in a value voice. This can comfort people, with the brand acting as a singular source of fairness and empathy. Linking with symbols of stability and permanence. This can help brands connect with consumers who are struggling with instability, disappointment and confusion. Example: An HSBC Mexico spot was developed to increase a perception of solidity, exploring the simple idea that union and solidarity are the best way to confront uncertainty and threat. 48
  • 49. BRAND OPPORTUNITIES (cont’d.) Mexican brands have several opportunities to connect with anxious consumers (cont’d.): Helping to restore a sense of control for the consumer. Example: A Ford Focus commercial dramatizes a test drive as a getaway chase. With consumers anxious about their helplessness in an increasingly violent and hostile environment, this spot empowers them by suspending the perception that they’re at the mercy of an “oppressive” world. With the Focus they can escape it and take control. 49
  • 50. BRAND OPPORTUNITIES (cont’d.) Family togetherness is still high valued, as it’s one of the most important symbols of stability. Dramatize the house as a haven from a hostile and threatening world: A Telmex “triple play” campaign shows a modern middle-class family with a democratic dynamic among its members and a dog who symbolizes stability. La Lechera’s strategy focuses on strengthening family bonds and sweetening relationships between household members. A promotion from the chocolate brand Abuelita empathized with the need to connect, giving people a chance to win tickets that would allow expatriated family members to be reunited with their families in Mexico. 50
  • 51. THANK YOU Mark Truss Alexandra Suarez Ann M. Mack Director of Brand Intelligence Market Research Director Director of Trendspotting JWT Worldwide JWT Latin America JWT Worldwide mark.truss@jwt.com alexandra.suarez@jwt.com ann.mack@jwt.com www.AnxietyIndex.com (c) 2010 J. Walter Thompson Company. All Rights Reserved.