Our largest AnxietyIndex study to date, this report examines the levels, intensity and drivers of anxiety across 27 markets in Western Europe (Finland, France, Germany, Italy, Spain and the U.K.), Eastern Europe (the Czech Republic and Russia), the Middle East and North Africa (Egypt, Pakistan, Saudi Arabia and South Africa), North Asia (China, Hong Kong, Japan and South Korea), South Asia (Australia, India, Indonesia, Singapore and Thailand), North America (Canada and the U.S.) and South America (Argentina, Brazil, Colombia and Mexico). Data was collected from Oct. 1-10, 2012, using SONAR™, JWT’s proprietary online research tool. We polled 225 adults aged 18-plus in each market. Data is weighted by age and gender to census figures in each market, except where Internet penetration is less than 40%. Low-penetration markets (Egypt, Pakistan, South Africa, China, India, Indonesia and Thailand) are weighted in accordance with the Internet population in these markets.

1. 2013 GLOBAL REPORT
AUGUST
2013

2. 2
BACKGROUND
JWT’s AnxietyIndex is intended to help brands navigate consumer anxiety.
In times of heightened anxiety, brands need data that can help them navigate a
rapidly changing landscape—they need answers to new questions and a point of
view on the types of businesses and business practices that will emerge.
We launched our proprietary AnxietyIndex in February 2003 during the run-up
to the war in Iraq. The AnxietyIndex tracks the levels and intensity of consumer
anxiety and, importantly, the drivers of anxiety. It examines safety and security
concerns—the threat of terrorism, potential and current military hostilities,
crime, etc.—and economic worries such as the cost of health care, the cost of
living and job security. It also uncovers consumer insights that can help inform
business and marketing strategies.

3. 3
Data is weighted by age and gender to census figures in each market, except where Internet penetration is less than 40% (annotated with
asterisks above). Low-penetration markets are weighted in accordance with the Internet population in these markets.
METHODOLOGY
We conducted a quantitative study using SONAR™, JWT’s proprietary online
research tool, from Oct. 1–10, 2012. We polled 225 adults aged 18-plus in each of
the following markets:
Egypt*
Pakistan*
Saudi Arabia
South Africa*
Middle East/
Africa
China*
Hong Kong
Japan
South Korea
North Asia
Australia
India*
Indonesia*
Singapore
Thailand*
South Asia
Canada
United States
North America
Argentina
Brazil
Colombia
Mexico
South America
Czech
Republic
Russia
Eastern Europe
Finland
France
Germany
Italy
Spain
United
Kingdom
Western Europe

4. 4
ANXIETYINDEX CALCULATION
The index gives a sense of scale and proportionality of metrics.
It is calculated by:
% who are “nervous or anxious”
% who are not “nervous or anxious”
So, for instance: An index of 500 indicates that there are 5 times more people
who are anxious than not anxious for that metric.

5. 5
ANXIETY AROUND THE WORLD:
A 2-MINUTE VIEW

6. 6
Anxiety, at some level, appears to be a human truth more than a cultural phenomenon…
Overall, 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?
Regional Anxiety
(% very or somewhat anxious)
North America
64%
Global Average
71%
Western Europe
69%
Eastern Europe
75%
North Asia
71%
South Asia
63%
South America
73%
Middle East/Africa
82%

7. 7
Overall, 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?
… although we see some variation thanks to cultural, social, political and economic realities in
each market.
Pakistan
Spain
Argentina
Italy
Japan
France
CzechRepublic
SouthAfrica
Egypt
SouthKorea
UnitedStates
Mexico
India
SaudiArabia
Russia
Colombia
HongKong
Brazil
Indonesia
Singapore
UnitedKingdom
Australia
Thailand
China
Canada
Germany
Finland
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Anxious
Not Anxious
Overall Anxiety
by Market:

8. 8
Overall, 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?
Who is the most anxious? Pakistanis clearly stand out. There are also quite a few markets—in four of
the five continents studied—where one-quarter to one-third report being very nervous/anxious.
Pakistan
SouthAfrica
Spain
CzechRepublic
India
France
Japan
Argentina
UnitedStates
Italy
Egypt
Mexico
Brazil
Colombia
Australia
Russia
SouthKorea
UnitedKingdom
Indonesia
SaudiArabia
Thailand
HongKong
Canada
Singapore
China
Germany
Finland
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Very Nervous
or Anxious
Overall Anxiety
by Market:

9. 9
AnxietyIndex Map
The current political
leadership in your country
The current state
of the economy
The quality of
health care in
your country
The current cost of living
in your country
You and your family’s
current job security
The rate of crime
in your community
Current military
hostilities
around the world
Potential military
hostilities
around the world
The threat of terrorism
The cost of
health care in
your country
Safety/Security
Further
From Home
Further
From Home
Closer
to Home
Closer
to Home
Economic
Safety/Security Economic

10. 10
Overall, 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?
SUMMARY: Top Anxiety by Market
Economic anxiety is a pervasive theme in every region except South America and Eastern Europe.
Finland
France
Germany
Italy
Spain
United Kingdom
Czech Republic
Russia
Egypt
Pakistan
Saudi Arabia
South Africa
China
Hong Kong
Japan
South Korea
Australia
India
Indonesia
Singapore
Thailand
Canada
United States
Argentina
Brazil
Colombia
Mexico
Western
Europe
Eastern
Europe
Middle East/
Africa
North Asia
South Asia
North America
South America
The current state of the economy
The current state of the economy
Gasoline/petrol prices
Corruption of officials
Unemployment rates
The current state of the economy
The current political leadership in your country
The quality of health care in your country
Current military hostilities around the world
Gasoline/petrol prices
Current military hostilities around the world
Gasoline/petrol prices
The quality of health care in your country
The housing market
The current political leadership in your country
Unemployment rates
The current cost of living in your country
Gasoline/petrol prices
The stock market
The current cost of living in your country
Natural disasters
Food prices
The current state of the economy
Corruption of officials
The quality of health care in your country
Impact of global warming
The rate of crime in your community
Blue = economic anxiety Red = social/political anxiety

11. 11
Events in your life, in the country and in the world can make people nervous or anxious. For each of the following, please indicate how nervous or
anxious you currently are, or not.
*Asked only in markets
that do not have
universal health care
Globally, the current cost of living generates the greatest anxiety…
The current political
leadership in your country
The current state
of the economy
The quality of
health care in
your country
The current cost of living
in your country
You and your family’s
current job security
The rate of crime
in your community
Current military
hostilities
around the world
Potential military
hostilities
around the world
The threat of terrorism
900
800
700
600
500
400
300
200
100
The cost of
health care in
your country*
Global
General Anxiety
Measures:
Global Average
AnxietyIndex: % who are “nervous or anxious”/% who are not

12. 12
Overall, 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
about each of the following?
The war in Afghanistan
Food prices
The housing
market
Gasoline/petrol
prices
The state of
education in your
country
Unemployment
rates
The stock
market
The state of national
infrastructure in your
country
Corruption of
officials
Global
pandemic
diseases
Your
government’s
budget deficit
Safety of the
food supply
Natural
disasters
Impact of global
warming
900
800
700
600
500
400
300
200
100
…specifically driven by concern about the price of everyday essentials like food and gas.
Unemployment is also driving anxiety around the world.
Global
Specific Anxiety
Measures:
Global Average
AnxietyIndex: % who are “nervous or anxious”/% who are not

13. 13
Events in your life, in the country and in the world can make people nervous or anxious. For each of the following, please indicate how nervous or
anxious you currently are, or not.
Anxieties in Western Europe vary considerably. Concerns about the economy and the cost of living
are highest in France and Spain, where these anxieties are nearly universal among adults.
*Asked only in markets
that do not have
universal health care
Global
Regional
Finland
France
Germany
Italy
Spain
U.K.
General Anxiety
Measures:
Western Europe
The current political
leadership in your country
The quality of
health care in
your country
The current cost of living
in your country
You and your family’s
current job security
The threat of terrorism
900
800
700
600
500
400
300
200
100
Spain = 1362
France = 1603
France = 1190
The current state
of the economy
The rate of crime
in your community
Current military
hostilities
around the world
Potential military
hostilities
around the world
The cost of
health care in
your country*
AnxietyIndex: % who are “nervous or anxious”/% who are not

14. 14
Overall, 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
about each of the following?
Adults in Finland, Germany and the U.K. are considerably less anxious than other Western
Europeans.
Global
Regional
Finland
France
Germany
Italy
Spain
U.K.
Specific Anxiety
Measures:
Western Europe
The war in Afghanistan
Food prices
The housing
market
Gasoline/petrol
prices
The state of
education in your
country
Unemployment
rates
The stock
market
Corruption of
officials
Global
pandemic
diseases
Your
government’s
budget deficit
Natural
disasters
Impact of global
warming
900
800
700
600
500
400
300
200
100
France = 1235
Spain = 1564
Safety of the
food supply
The state of national
infrastructure in your
country
AnxietyIndex: % who are “nervous or anxious”/% who are not

15. 15
Events in your life, in the country and in the world can make people nervous or anxious. For each of the following, please indicate how nervous or
anxious you currently are, or not.
In Eastern Europe, Czechs are significantly more anxious than Russians—concerned not only about
the economy and the cost of living but also about their political leadership (this may be due in part
to the contentious elections that coincided with our survey-taking).
*Asked only in markets
that do not have
universal health care
Global
Regional
Czech
Republic
Russia
General Anxiety
Measures:
Eastern Europe
The current political
leadership in your country
The quality of
health care in
your country
The current cost of living
in your country
You and your family’s
current job security
The threat of terrorism
The current state
of the economy
The rate of crime
in your community
Current military
hostilities
around the world
Potential military
hostilities
around the world
The cost of
health care in
your country*
900
800
700
600
500
400
300
200
100
AnxietyIndex: % who are “nervous or anxious”/% who are not

16. 16
Overall, 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
about each of the following?
The war in Afghanistan
Food prices
The housing
market
Gasoline/petrol
prices
The state of
education in your
country
Unemployment
rates
The stock
market
Corruption of
officials
Global
pandemic
diseases
Your
government’s
budget deficit
Natural
disasters
Impact of global
warming
Safety of the
food supply
The state of national
infrastructure in your
country
Czechs are also more nervous than Russians about food prices, their government’s budget deficit
and corruption. Russians, by contrast, are among the most worried in the world about the safety of
their food supply.
Global
Regional
Czech
Republic
Russia
Specific Anxiety
Measures:
Eastern Europe
900
800
700
600
500
400
300
200
100
AnxietyIndex: % who are “nervous or anxious”/% who are not

17. 17
Events in your life, in the country and in the world can make people nervous or anxious. For each of the following, please indicate how nervous or
anxious you currently are, or not.
*Asked only in markets
that do not have
universal health care
Global
Regional
Pakistan
Saudi Arabia
Egypt
South Africa
General Anxiety
Measures:
Middle East/Africa
The current political
leadership in your country
The quality of
health care in
your country
The current cost of living
in your country
You and your family’s
current job security
The threat of terrorism
South Africa = 1719
South Africa = 1719
The current state
of the economy
The rate of crime
in your community
Current military
hostilities
around the world
Potential military
hostilities
around the world
The cost of
health care in
your country*
In the Middle East and Africa, anxieties around the rate of crime peak among South Africans
and Pakistanis.
900
800
700
600
500
400
300
200
100
AnxietyIndex: % who are “nervous or anxious”/% who are not

18. 18
Overall, 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
about each of the following?
The war in Afghanistan
Food prices
The housing
market
Gasoline/petrol
prices
The state of
education in your
country
Unemployment
rates
The stock
market
Corruption of
officials
Global
pandemic
diseases
Your
government’s
budget deficit
Natural
disasters
Impact of global
warming
900
800
700
600
500
400
300
200
100
Pakistan = 1221
Pakistan = 1191
South Africa = 1249
South Africa = 1737
South Africa = 1258
Safety of the
food supply
The state of national
infrastructure in your
country
Prices around everyday essentials, like gasoline and food, as well as unemployment are also driving
anxiety in these markets.
Global
Regional
Pakistan
Saudi Arabia
Egypt
South Africa
Specific Anxiety
Measures:
Middle East/Africa
AnxietyIndex: % who are “nervous or anxious”/% who are not

19. 19
Events in your life, in the country and in the world can make people nervous or anxious. For each of the following, please indicate how nervous or
anxious you currently are, or not.
*Asked only in markets
that do not have
universal health care
AnxietyIndex: % who are “nervous or anxious”/% who are not
Global
Regional
China
Hong Kong
Japan
South Korea
General Anxiety
Measures:
North Asia
The current political
leadership in your country
The quality of
health care in
your country
The current cost of living
in your country
You and your family’s
current job security
The threat of terrorism
Japan = 1424
The current state
of the economy
The rate of crime
in your community
Current military
hostilities
around the world
Potential military
hostilities
around the world
The cost of
health care in
your country*
Among our North Asia markets, South Koreans are notably anxious about the state of the economy.
Political anxieties in Japan were likely off the chart due to last year’s presidential election.
900
800
700
600
500
400
300
200
100

20. 20
Global
Regional
China
Hong Kong
Japan
South Korea
Specific Anxiety
Measures:
North Asia
Overall, 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
about each of the following?
The war in Afghanistan
Food prices
The housing
market
Gasoline/petrol
prices
The state of
education in your
country
Unemployment
rates
The stock
market
Corruption of
officials
Global
pandemic
diseases
Your
government’s
budget deficit
Natural
disasters
Impact of global
warming
Safety of the
food supply
The state of national
infrastructure in your
country
Anxieties in China and Hong Kong mirror those seen in the rest of the globe, while adults in Japan
are significantly more nervous about their budget deficit and, understandably, natural disasters.
South Koreans worry about gas prices and employment.
900
800
700
600
500
400
300
200
100
AnxietyIndex: % who are “nervous or anxious”/% who are not

21. 21
Events in your life, in the country and in the world can make people nervous or anxious. For each of the following, please indicate how nervous or
anxious you currently are, or not.
*Asked only in markets
that do not have
universal health care
Global
Regional
Indonesia
Singapore
Thailand
India
Australia
General Anxiety
Measures:
South Asia
The current political
leadership in your country
The quality of
health care in
your country
The current cost of living
in your country
You and your family’s
current job security
The threat of terrorism
The current state
of the economy
The rate of crime
in your community
Current military
hostilities
around the world
Potential military
hostilities
around the world
The cost of
health care in
your country*
900
800
700
600
500
400
300
200
100
South Asians are most concerned about the economy and the cost of living—although to a lesser
extent than respondents elsewhere in the world. Indian concerns are focused on political
leadership, terrorism and crime.
AnxietyIndex: % who are “nervous or anxious”/% who are not

22. 22
Overall, 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
about each of the following?
The war in Afghanistan
Food prices
The housing
market
Gasoline/petrol
prices
The state of
education in your
country
Unemployment
rates
The stock
market
Corruption of
officials
Global
pandemic
diseases
Your
government’s
budget deficit
Natural
disasters
Impact of global
warming
Safety of the
food supply
The state of national
infrastructure in your
country
Worldwide, Indonesians are among the most concerned about corruption, while Indians worry
about factors such as gas prices and their government’s deficit, as well as greater social concerns
like global warming.
900
800
700
600
500
400
300
200
100
Global
Regional
Indonesia
Singapore
Thailand
India
Australia
Specific Anxiety
Measures:
South Asia
AnxietyIndex: % who are “nervous or anxious”/% who are not

23. 23
Events in your life, in the country and in the world can make people nervous or anxious. For each of the following, please indicate how nervous or
anxious you currently are, or not.
The economy and the current cost of living are the greatest drivers of anxiety in North America,
with Americans significantly more worried about the state of the economy than Canadians and
others across the globe.
*Asked only in markets
that do not have
universal health care
Global
Regional
United States
Canada
General Anxiety
Measures:
North America
The current political
leadership in your country
The quality of
health care in
your country
The current cost of living
in your country
You and your family’s
current job security
The threat of terrorism
The current state
of the economy
The rate of crime
in your community
Current military
hostilities
around the world
Potential military
hostilities
around the world
The cost of
health care in
your country*
900
800
700
600
500
400
300
200
100
AnxietyIndex: % who are “nervous or anxious”/% who are not

24. 24
Overall, 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
about each of the following?
The war in Afghanistan
Food prices
The housing
market
Gasoline/petrol
prices
The state of
education in your
country
Unemployment
rates
The stock
market
Corruption of
officials
Global
pandemic
diseases
Your
government’s
budget deficit
Natural
disasters
Impact of global
warming
Safety of the
food supply
The state of national
infrastructure in your
country
The price of everyday essentials—like gasoline and food—are also major concerns in the U.S. and,
to a lesser extent, Canada. Compared with the global average, Americans are significantly more
anxious about their government’s budget deficit.
900
800
700
600
500
400
300
200
100
Global
Regional
United States
Canada
Specific Anxiety
Measures:
North America
AnxietyIndex: % who are “nervous or anxious”/% who are not

25. 25
Events in your life, in the country and in the world can make people nervous or anxious. For each of the following, please indicate how nervous or
anxious you currently are, or not.
*Asked only in markets
that do not have
universal health care
The current political
leadership in your country
The quality of
health care in
your country
The current cost of living
in your country
You and your family’s
current job security
The threat of terrorism
The current state
of the economy
The rate of crime
in your community
Current military
hostilities
around the world
Potential military
hostilities
around the world
The cost of
health care in
your country*
Anxieties vary significantly in South America. Brazilians are most concerned about the quality of
their heath care—perhaps a reflection of their more developed economy. The crime rate, especially
in Argentina, is a bigger cause of anxiety in this region than elsewhere around the world.
Global
Regional
Brazil
Argentina
Colombia
Mexico
General Anxiety
Measures:
South America
900
800
700
600
500
400
300
200
100
AnxietyIndex: % who are “nervous or anxious”/% who are not

26. 26
Overall, 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
about each of the following?
The war in Afghanistan
Food prices
The housing
market
Gasoline/petrol
prices
The state of
education in your
country
Unemployment
rates
The stock
market
Corruption of
officials
Global
pandemic
diseases
Your
government’s
budget deficit
Natural
disasters
Impact of global
warming
Safety of the
food supply
The state of national
infrastructure in your
country
Anxiety over government corruption is higher in South America than in the rest of the world—
peaking in Argentina. Anxiety over food prices in Argentina, unemployment rates in Mexico and
global warming in Colombia are also noteworthy.
Global
Regional
Brazil
Argentina
Colombia
Mexico
Specific Anxiety
Measures:
South America
900
800
700
600
500
400
300
200
100
AnxietyIndex: % who are “nervous or anxious”/% who are not

27. 27
When, if ever, do you think the economy will start to get better?
Perceptions of the timing of an economic recovery vary greatly around the world.
Hong Kong
Egypt
China
Canada
India
Colombia
Thailand
Indonesia
Singapore
Brazil
Australia
United States
Pakistan
Saudi Arabia
Mexico
Italy
Finland
South Korea
Germany
Argentina
France
United Kingdom
Spain
South Africa
Czech Republic
Russia
Japan
When the Economy
Will Improve
2013
2014 or later
No idea
20
48
65
40
15
12
4640 14
43
73
42
16
15
11
39
56
43
19
18
25
35
55
45
21
20
24
35
61
47
23
18
16
34
25
47
24
19
51
26
46
49
29
25
25
38
49
51
31
11
20
34
52
52
31
14
17
22
48
54
33
24
19
34
37
54
34
12
29
23
34
57
37
20
29
29
37
59
37
12
26

28. 28
Thinking about everything in your life, how would you describe your overall happiness?
Happiness also varies greatly around the world. Brazil, Indonesia and India are the happiest markets
among those we studied.
% Very Happy19
18
16
15
14
13
12
11
10
7
7
5
4
United Kingdom
South Africa
Finland
China
Pakistan
Italy
France
Spain
Germany
Czech Republic
South Korea
Russia
Japan
45
41
39
32
32
28
28
27
27
25
24
24
20
19
Brazil
Indonesia
India
Mexico
Colombia
Canada
United States
Hong Kong
Argentina
Australia
Saudi Arabia
Egypt
Thailand
Singapore

29. 29
Overall, 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?
Thinking about everything in your life, how would you describe your overall happiness?
Interestingly, there is no correlation between happiness and overall anxiety…
60%
50%
40%
30%
20%
10%
10% 15% 20% 25% 30% 35% 40%
Pakistan
Spain
ItalyJapan
China
Finland
South Korea
Germany
United Kingdom
Russia
France
South AfricaCzech
Republic
NOT ANXIOUS AND
NOT HAPPY
ANXIOUS AND
NOT HAPPY
ANXIOUS
BUT HAPPY
NOT ANXIOUS
AND HAPPY
Singapore
Saudi Arabia
Indonesia
Thailand
Australia Colombia
Mexico
United States
Egypt
Argentina
India
Canada
Hong Kong
Brazil

30. 30
…or any specific anxiety measure, as well as age or income. (Perhaps money can’t buy happiness.)
-1 -0.5 0 0.5 1
Strong
negative
correlation
Weak
negative
correlation
Weak
positive
correlation
Strong
positive
correlation
Age
The war in Afghanistan
Current military hostilities around the world
The threat of terrorism
Global pandemic diseases
Impact of global warming
Potential military hostilities around the world
Natural disasters
The rate of crime in your community
Corruption of officials
The stock market
Safety of the food supply
Your government’s budget deficit
The state of education in your country
Income
The current political leadership in your country
Gasoline/petrol prices
The quality of health care in your country
The state of the national infrastructure in your country
The housing market
The cost of health care in your country
Unemployment rates
Food prices
The current state of the economy
The current cost of living in your country
You and your family’s current job security
0.031
-0.006
0.004
-0.014
-0.029
-0.042
-0.055
-0.06
-0.063
-0.066
-0.086
-0.101
-0.104
-0.105
-0.113
-0.117
-0.119
-0.121
-0.162
-0.174
-0.18
-0.208
-0.21
-0.025
-0.147
-0.155

32. Want to learn more? Contact us.
Ann Mack
212-210-7378
ann.mack@jwt.com
@annmmack
Mark Truss
212-210-5699
mark.truss@jwt.com
Jessica Vaughn
212-210-8583
jessica.vaughn@jwt.com
@jess_vaughn
www.anxietyindex.com
@anxietyindex
Karen Montecuollo
212-210-8812
karen.montecuollo@jwt.com