Auditing America: Euro RSCG Worldwide Celebrates Memorial Day With Survey of America's Attitudes; Deep-Seated Differences Unveiled Between Marrieds and Singles.Business Editors NEW YORK--(BUSINESS WIRE)--May 23, 2001 Euro RSCG Euro RSCG is an advertising agency network with global operations headquartered in New York. It is the main advertising agency network of the French communications group Havas, and is ranked 5th largest network according to Advertising Age Magazine, with over 233 offices in 75 noted with interest the rise of Bubba bub·ba n. Slang 1. Chiefly Southern U.S. Brother. 2. A white working-class man of the southern United States, stereotypically regarded as uneducated and gregarious with his peers. culture during the Clinton era, the success lads' mag Maxim has enjoyed since Felix Dennis Felix Dennis (born 1947) is a British magazine publisher and philanthropist. His privately owned company, Dennis Publishing, pioneered computer and hobbyist magazine publishing in the United Kingdom. exported it to America, and even the new energy surrounding Playboy Playboy monthly magazine renowned for nude photographs. [Am. Pop. Cult.: Misc.] See : Eroticism . At the same time, the network has watched the growing number of single women--and their rising economic and cultural power. We've also seen how Tom Brokaw's book about the "Greatest Generation" has led to a revival of faith in America, Americans, and the American way The American way of life is an expression that refers to the "life style" of people living in the United States of America. It is an example of a behavioral modality, developed from the 17th century until today. of life. Which made us wonder: What exactly is the "American way of life" in 2001? And what does the current state of the union mean for brands and marketing? To find out, we chose to celebrate Memorial Day by asking Americans about life, brands, leisure, and how they feel about the traditions that have served to create the U.S. of A. of today. Methodology Over a four-day period (19-22 May 2001), Euro RSCG fielded a battery of questions among a random sample of 501 online Americans aged 21-48; the survey was conducted online via Insight Express. Respondents In the context of marketing research, a representative sample drawn from a larger population of people from whom information is collected and used to develop or confirm marketing strategy. spent approximately 20 minutes telling us whether they agreed with statements ranging from "Boys will be boys" to "Men really do read Playboy for the articles" to "In God I trust." They also told us about their attitudes toward marketers, brands, and the items they own--from cats and dogs Cats and Dogs A slang term referring to speculative stocks that have short or suspicious histories for sales, earnings, dividends, etc. Notes: In a bull market analysts will often mention that everything is going up, even the cats and dogs. to cars, from gardening tools to hunting gear, from portable stereos A portable stereo can be
In analyzing the data, we used a number of filters, ranging from gender and marital status marital status, n the legal standing of a person in regard to his or her marriage state. (single women, single men, married women, married men) to sexist sex·ism n. 1. Discrimination based on gender, especially discrimination against women. 2. Attitudes, conditions, or behaviors that promote stereotyping of social roles based on gender. (believe the man is head of household), to patriotic (agree that America is the greatest nation on the planet). This release focuses on differences related to gender and marital status. This study was conceived and conducted by Euro RSCG Worldwide's newest strategic initiative, S.T.A.R.: Strategic Trendspotting and Research. It is one of an ongoing series of studies S.T.A.R. will produce for the network and its clients. REPORT ON AMERICA When one hears about "gaps" in America, they're usually related to race or income--or perhaps gender or political and religious beliefs. This study by Euro RSCG establishes that one's marital status may, in fact, be an equally significant indicator of one's attitudes and beliefs. "If men are from Mars and women are from Venus," says Marian Salzman, global director of strategy and planning at Euro RSCG and author of the study, "singles may be making a lot of side trips to Saturn, while marrieds are spending most of their time on Jupiter. In looking at the data, we discovered that single men and single women oftentimes of·ten·times also oft·times adv. Frequently; repeatedly. Adv. 1. oftentimes - many times at short intervals; "we often met over a cup of coffee" frequently, oft, often, ofttimes have more in common than singles and marrieds of the same gender." These distinctions are particularly important given current demographic shifts. Marriage in the U.S. is now at the lowest point in recorded history Recorded history can be defined as history that has been written down or recorded by the use of language, whereas history is a more general term referring simply to information about the past.[1] It starts in the 4th millennium BC, with the invention of writing. , and the number of women living alone has increased more than a third in the past 15 years, to 30 million. According to according to prep. 1. As stated or indicated by; on the authority of: according to historians. 2. In keeping with: according to instructions. 3. a report in American Demographics The attributes of people in a particular geographic area. Used for marketing purposes, population, ethnic origins, religion, spoken language, income and age range are examples of demographic data. , the number of unmarried Americans aged 18-34 is slated to grow from 33 million to 38 million between 2001 and 2010, a 16% increase. As this group begins to represent a larger proportion of the population, their attitudes and behaviors will have increased influence over the nation as a whole.
Among the findings from Euro RSCG's Auditing America study:
-- Single men, as a group, are more conservative than are single
women--and are even more conservative/traditional in some of
their views and behaviors than are married men and women.
"A woman won't be satisfied without a man and children" (total
sample: 7%)
12% of single men agree
5% of single women agree
5% of married women agree
3% of married men agree
"Men are heads of household" (total sample: 20%)
37% of married men agree
23% of single men agree
20% of married women agree
10% of single women agree
"I enjoy locker-room style talk with friends of my same sex"
(total sample: 22%)
26% of single women agree
25% of single men agree
18% of married women agree
15% of married men agree
"Boys will be boys" (total sample: 42%)
48% of single women agree
43% of single men agree
41% of married women agree
37% of married men agree
"When the cat's away, the mice will play" (total sample: 24%)
30% of single women agree
29% of single men agree
21% of married women agree
13% of married men agree
-- On the other hand, single men aren't exactly living the lives
of monks:
"You can drown your sorrows" (total sample: 10%)
16% of single men agree
10% of married women agree
9% of single women agree
5% of married men agree
"A really great bachelor(ette) party must include bad behavior"
(total sample: 14%)
24% of single men agree
12% of single women agree
11% of married men agree
9% of married women agree
"I subscribe to Maxim or a similar men's magazine" (total sample:
6%)
13% of single men agree
7% of married men agree
5% of single women agree
2% of married women agree
-- Single women are more likely to show romantic tendencies
compared with marrieds and single men. Yet they are the least
likely group to consider being part of a couple a "must have."
The survey findings would seem to suggest that single
women--more than single men--are building full lives now
rather than putting things off until they're found someone
with whom to partner.
"There's somebody for everybody on this planet" (total sample:
55%)
58% of single women agree
57% of single men agree
52% of married women agree
41% of married men agree
"I like chick flicks where love is in the air" (total sample:
21%)
27% of single women agree
26% of married women agree
13% of single men agree
11% of married men agree
"You're nothing unless you're part of a couple" (total sample:
6%)
11% of single men agree
8% of married women agree
6% of married men agree
3% of single women agree
"I'd never give up a night with my friends for a date" (total
sample: 8%)
10% of single women agree
9% of married women agree
6% of single men agree
3% of married men agree
-- On questions related to "God and country," as well as certain
social issues, married women are more traditional than singles
of either sex:
"In God I trust" (total sample: 62%)
73% of married women agree
63% of single women agree
55% of single men agree
54% of married men agree
"America is the greatest nation on the planet" (total sample:
49%)
56% of married men agree
53% of married women agree
47% of single men agree
43% of single women agree
"Abortion is murder" (total sample: 37%)
44% of married women agree
31% of single men agree
31% of single women agree
30% of married men agree
Additional Findings:
"My best shot at being a millionaire is the lottery" (total
sample: 29%)
32% of single men agree
32% of married women agree
27% of single women agree
23% of married men agree
"I love frat-house humor movies" (total sample: 14%)
19% of single men agree
16% of married men agree
13% of single women agree
9% of married women agree
"A dog that weighs less than 30 pounds isn't a dog" (total sample:
12%)
21% of married men agree
12% of single men agree
10% of single women agree
9% of married women agree
"Real men hunt" (total sample: 9%)
12% of married men agree
10% of single men agree
9% of single women agree
6% of married women agree
"Women should act like ladies" (total sample: 36%)
45% of married women agree
36% of single women agree
33% of married men agree
30% of single men agree
"I like a bar where everyone knows my name" (total sample: 23%)
30% of single men agree
27% of single women agree
16% of married men agree
15% of married women agree
"There's no place like home" (total sample: 69%)
77% of married women agree
74% of married men agree
66% of single women agree
61% of single men agree
AMONG THOSE IDENTIFIED AS PATRIOTS...(49% of sample)
80% agree: "There's no place like home" (total sample: 69%)
70% agree: "In God I trust" (total sample: 62%)
64% agree: "There's someone for everyone on the planet"
(total sample: 55%)
36% agree: "My best shot at being a millionaire is winning the lottery"
(total sample: 28%)
34% agree: "I like the same sports teams I liked when I was a kid"
(total sample: 28%)
ON BRANDS
-- 56% agree: "I don't believe a brand says anything about who I
am"
-- 42% agree: "I notice products that show up in televisions and
movies"
-- 34% agree: "I own clothing with a sports team logo"
-- 30% agree: "SUVs have become a stereotype"--and 8% of single
men agree: "The station wagon is much cooler than the SUV"
-- 14% agree: "It amazes me that nerdy has become cool"
-- 11% agree: "I like to wear clothing with prominent logos"
-- 7% agree: "I like it when products are endorsed by
supermodels"
-- 7% agree: "I like it when products are endorsed by athletes"
ABOUT OUR SAMPLE
-- 50% male; 50% female
-- 43% single; 44% married; 12% divorced; 1% widowed
-- 59% earn $45,000 per year or less; 30% earn between $45,001
and $90,000; 8% earn between $90,001 and $200,000; and 2% earn
$200,001+
To request a copy of the full report, contact fleur.dusee@eurorscg.com. Euro RSCG Worldwide, the world's fifth-largest advertising agency network, is made up of 221 agencies located in 75 countries throughout Europe, North America North America, third largest continent (1990 est. pop. 365,000,000), c.9,400,000 sq mi (24,346,000 sq km), the northern of the two continents of the Western Hemisphere. , Latin America Latin America, the Spanish-speaking, Portuguese-speaking, and French-speaking countries (except Canada) of North America, South America, Central America, and the West Indies. , Asia Pacific, and the Middle East. Euro RSCG provides advertising, marketing services, corporate communications Corporate communications is the process of facilitating information and knowledge exchanges with internal and key external groups and individuals that have a direct relationship with an enterprise. , and interactive solutions to global, regional, and local clients. The network's client roster includes Intel Corporation (company) Intel Corporation - A US microelectronics manufacturer. They produced the Intel 4004, Intel 8080, Intel 8086, Intel 80186, Intel 80286, Intel 80386, Intel 486 and Pentium microprocessor families as well as many other integrated circuits and personal computer networking , WorldCom, PSA (Professional Services Automation) An information system designed to organize, track and manage all opportunities, work, resources, costs, revenues and invoices to improve the productivity and efficiency of the workforce. , JP Morgan, Danone Group, Air France Air France in full Compagnie Internationale Air France French passenger and cargo airline with more than 200 destinations in some 80 countries. It introduced supersonic Concorde service in 1976, but financial loss led the company to cease its Concorde , Yahoo!, and LVMH LVMH Moët Hennessy-Louis Vuitton (upscale retailer) . Headquartered in New York City New York City: see New York, city. New York City City (pop., 2000: 8,008,278), southeastern New York, at the mouth of the Hudson River. The largest city in the U.S. , Euro RSCG Worldwide is the largest unit of Havas Advertising, the world's fifth-largest communications group (NASDAQ NASDAQ in full National Association of Securities Dealers Automated Quotations U.S. market for over-the-counter securities. Established in 1971 by the National Association of Securities Dealers (NASD), NASDAQ is an automated quotation system that reports on : HADV - Euronext Paris Euronext Paris is France's securities market, formerly known as the Paris Bourse, which merged with the Amsterdam and Brussels exchanges in September 2000 to form Euronext NV, which is the second largest exchange in Europe behind the London Stock Exchange. SA: HAV HAV hepatitis A virus. HAV abbr. hepatitis A virus HAV Hepatitis A virus, see there .PA). |
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