Euro RSCG Releases 'American Audit: A Walk Down Uneasy Street'

NEW YORK, Nov. 2, 2011 /PRNewswire/ -- Euro RSCG announced today the release of 'American Audit,' an insight into the results of the agency's latest Prosumer research study in context of the economic, political, social, and technological shifts of the past decade.  The latest Prosumer study was conducted this summer in over 19 countries globally, and 'American Audit' focuses specifically on the attitudes and ideas shaping the United States.

The results define America's painful progress; knowing that many of our traditions and customs will not survive through the next century- but feeling optimistic about the values of future generations.

"Division and diversity have always been part of the essential makeup of the U.S. Our research shows that Americans are keenly aware of modern day divisions, and very concerned about losing the ability to engage in civil debate," said Joy Schwartz, President of Euro RSCG Chicago.

According to the study, 60% of Americans believe we are losing the ability to engage in civil debate, and people aren't as willing to consider other points of view anymore.

"The American Audit shows that we need leadership from our brands as well as from Washington.  Whether you are totally with the Tea Party or with occupying Wall Street, we all recognize the need for change," said Matt Ryan, President, Global Brands, and Co-Chairman of Euro RSCG New York.  

Key findings of the American Audit include:

• America in Decline?   63% of Americans think that our society is headed in the wrong general direction. Nearly 1 in 2 Americans are very concerned about the nation's moral decline, specifically.

• More Like 'America in Recline':  74% of Americans believe that as a society we've just gotten physically lazy and 64% of Americans believe that we've gotten intellectually lazy.  Plus, only 58% of Americans feel they have any responsibility to make the world a better place.

• At Least We're Self-Aware: 69% of Americans believe that our society has gotten too shallow, and focused on things that don't really matter.

• The Golden Years, Tarnished: Women worry more about the potential for loss of respect for elders; 53% of them rate themselves worried about it (versus 35% of men).   Running out of money is the most frightening aspect of aging for men and women alike, 46% of women and 35% of men rated themselves as worried about the prospect.

• On the Lookout for Leaders: 49% of women and 38% of men are very worried about the loss of trusted leaders/role models.  Considering the past 10 years of political scandals and corporate malpractice, could this number actually be a sign of optimism?

• Women on the Verge of a Nervous Breakdown:  Women are consistently more worried about threats and trends that might become threats in the future.  The biggest concern was problems with the healthcare system; 57% of women were worried about this (versus 48% of men) while just 6% were not at all worried (versus 9% of men).

Compared with men, women were particularly worried about crime/random violence (54% versus 41%) and terrorism (42% versus 31%).

About Euro RSCG Worldwide

Euro RSCG Worldwide is a leading integrated marketing communications agency and was the first agency to be named Global Agency of the Year by both Advertising Age and Campaign in the same year. Euro RSCG is made up of 233 offices in 75 countries and provides advertising, marketing, corporate communications and digital and social media solutions to clients including Air France,  Charles Schwab, Citigroup, Danone Group, IBM, Kraft Foods, Lacoste, L'Oreal, Merck, PSA Peugeot Citroen, Reckitt Benckiser, sanofi-aventis and Volvo. Euro RSCG Worldwide is the largest unit of Havas, a world leader in communications (Euronext: HAV.PA) (Paris: HAV.PA).

About 'American Audit'

In summer 2011, Euro RSCG Worldwide commissioned its latest global Prosumer research study, surveying over 7,000 adults from 19 countries worldwide. The American Audit Prosumer Report looks at the cultural and social context in which Americans live, work, communicate, and consume. The sample of 500 Americans (249 men and 251 women) answered a battery of more than 120 questions and their responses were analyzed to identify what motivates them, inspires them, scares them, and makes them bored. We are living in a world of overstimulation and constant communication, of occupied Wall Street, and unemployed Main Street, and it is against this backdrop that we explore trendsightings and the opportunities that sit on the horizon for brands and causes

Jared Kreiner
Corporate Communications Manager
Euro RSCG New York
T +1 212.886.4269
[email protected]

SOURCE Euro RSCG Worldwide

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