As Iraqi War Concludes, Study Finds More Than One in Three Americans Still Less Likely to Purchase French or German Products.

Business Editors

Topical News: War On Terrorism 

NEW YORK--(BUSINESS WIRE)--April 24, 2003

U.S. Consumers Far More Likely to Boycott European Brands

Than European Consumers are to Shun U.S. Brands

Significant Sentiment Against U.S. Brands Also Found

Across France, Germany

More than one in three Americans are less likely to buy French and German products as a result of those countries' lack of support for the war in Iraq, according to a new survey taken after the fall of Baghdad.

KRC Research, a division of Weber Shandwick, one of the world's leading public relations firms, conducted the survey.

"The war may be over, but consumers - particularly those in the U.S. - are not ready to disarm," said Jack Leslie, chairman of Weber Shandwick. "Today, consumers in the U.S. are far more inclined to demonstrate with their pocketbooks than at a protest march. For European-based brands and companies, the impact of these sentiments will be felt before it is seen."

KRC Research conducted the survey in the U.K., France and Germany on April 11-13, and in the United States during April 17-21. As the war in Iraq was drawing to a close, KRC Research obtained the following findings:

-- American consumers are inclined to use the power of the purse 

to express their disapproval of France and Germany. Four in

ten (43%) say that France's role in the war in Iraq has made

them less likely to buy French products, including three in

ten (29%) who say it has made them much less likely. Results

are only slightly lower for Germany: 36% say that Germany's

role in the war has made them less likely to buy German

products, including 22% who say it has made them much less

likely.

-- American consumers have reacted much more strongly to France

and Germany's actions than French and German consumers have

reacted to American actions:

-- 43% of Americans say they are less likely to buy French

products, compared to 17% of French consumers who say they

are less likely to buy U.S. products.

-- 36% of Americans say they are less likely to buy German

products, compared to 13% of German consumers who say they

are less likely to buy U.S. products.

-- Older Americans are among the most likely to say France and

Germany's role in the war has made them less likely to buy

French products - 49% of those surveyed ages 55-64, and 54% of

those above age 65.

-- One in three Americans (35%), and nearly as many in the U.K.

(32%) say that they have boycotted products to make a

political statement. Significantly fewer say so in France

(20%) and Germany (16%).

-- When it comes to writing and calling newspapers and

politicians, or boycotting products, American consumers are

taking the lead: nearly half say they are more likely to do

this now than they used to be, and very few say they are less

likely. In contrast, consumers in the U.K. and France split

evenly over whether they are doing this more or less, while a

majority of German consumers say they are writing and

boycotting less now than five years ago.

-- A majority of consumers in all four countries say they are

more likely now than they were five years ago to donate time

or money to a cause they believe in. German consumers are most

likely to say this (66%).

-- Majorities in France and Germany also say they are more likely

to vote than they used to be. Consumers in the U.K. stand out

as significantly less likely to say this.

-- Across the board, pluralities say they are less likely to take

part in a protest march now than they were five years ago. In

France and Germany, however, significant numbers are

increasingly willing to take to the streets, with four in ten

(38%) saying they are more likely to protest now than they

were five years ago.

Leslie added, "Local reaction to rebuilding efforts and the international response to a continued U.S. presence in Iraq will determine whether the strong motivation to demonstrate with dollars - or pounds or Euros - continues to grow. The war may be over, but the residual implications for U.S. and European brands are still unknown."

KRC Research conducted the four surveys by telephone interviews. The surveys were conducted with 1,000 adults or more in each of the four countries. For each country, the estimated margin of error at 95% confidence for proportions near 50 percent is plus or minus 3.1 percent.

For a full copy of the survey results, please contact Jennifer Sosin, president of KRC Research, at 202-585-2817 or [e-mail].

KRC Research is a full-service opinion and marketing research division within Weber Shandwick. Its clients include corporations in changing markets, institutions and industries working to redefine their image, organizations running public affairs and public education campaigns, and advocates campaigning for legislative reform. KRC Research has offices in Washington, D.C. and London.

Weber Shandwick, a unit of The Interpublic Group of Companies (NYSE: IPG), is one of the world's leading public relations agencies, with offices in major media, business and government capitals around the world. Weber Shandwick is a leader in marketing public relations, public affairs and corporate communications counseling, and also provides services in advocacy advertising, market research and visual communications. Find out more at www.webershandwick.com.

The Interpublic Group of Companies is among the world's largest advertising and marketing services organizations.