Business for Diplomatic Action

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Business for Diplomatic Action global research
findings 09.2005
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our objective
gain a better understanding of how americans and
non-americans currently perceive the united states
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our methodology

• an online survey among TAGs MU30 and McCann
  Worldgroup's MO30 community was fielded during
  the week of August 22, 2005
• 526 total respondents
• MU30 (mccann employees under the age of 30)
• 93 us, 15 canada, 30 apac, 42 europe
• MO30 (mccann employees over the age of 30)
• 170 us, 34 canada, 57 apac, 85 europe
• a note on the respondents latam, middle east
  and africa could not be included due to
  technology issues that impacted the distribution
  of the survey

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key learnings

• perceptions of america are changing for the
  worse
• perceptions of the american people have not been
  as negatively impacted
• by anti-americanism as the perceptions of
  america in general
• anti-american sentiment stems from three key
  factors
• americans and non-americans share similar ideas
  about how to improve
• the image of america
• whether directly related to anti-americanism or
  not, america is no longer
• the only source for cool

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key learning 1

• perceptions of america are changing for the worse

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a majority of americans and non-americans
describe their opinions of the united states, the
bush administration and u.s. foreign policy as
less favorable than 5 years ago
Q compared to five years ago, would you say your
attitudes and opinions are becoming more
favorable, less favorable or staying about the
same, concerning the following issues
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while most people think that anti-americanism is
a problem, even more americans perceive it to be
very serious than non-americans
Q in general, how serious would you say the
problem of rising anti-americanism is? is it very
serious, not at all serious or is it not even a
problem in the first place?
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of americans, those over 30 perceive the problem
of anti-americanism to be more serious than
younger americans
Q in general, how serious would you say the
problem of rising anti-americanism is? is it very
serious, not at all serious or is it not even a
problem in the first place?
this difference in perception is perhaps due to
the generally more optimistic nature of gen y
versus previous generations and the increased
amount of time older americans spend watching/
reading the news
44 of people older than 30 watch network news
compared to only 18 of people under 30 - simmons
spring 2005
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a majority of all americans want to help change
these negative perceptions of america
Q if you believe that anti-americanism is a
problem, would you get involved to help change
peoples opinions?
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young adults under 30 are more willing to get
involved to change peoples negative opinions
even though they perceive anti-americanism to be
a less serious problem than their older
counterparts
Q if you believe that anti-americanism is a
problem, would you get involved to help change
peoples opinions?
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despite the fact that most americans think
anti-americanism is a major problem and are
willing to help improve americas image, they
perceive it to be less serious than many domestic
issues
Q if you believe that anti-americanism is a
problem, how does it compare with other issues?
is anti-americanism more serious, less serious,
or about the same as the following?
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however, anti-americanism is perceived to be more
serious than issues that historically have been
about individual choice
Q if you believe that anti-americanism is a
problem, how does it compare with other issues?
is anti-americanism more serious, less serious,
or about the same as the following?
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key learning 2

• perceptions of the american people have not been
  as negatively impacted
• by anti-americanism as the perceptions of
  america in general

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while non-americans have increasingly negative
perceptions of the united states, the bush
administration and u.s. foreign policy, a
majority of these people do not hold the average
american citizen responsible
america is in fact free and that each individual
american is not responsible for its governments
foreign policies" -europe mu30 currently the
public face of america is the bush
administration, which appears to be full of
arrogant, self serving, right wing
fundamentalists who seem to think that everybody
should think the same way. luckily, most people
know that there is another face to america
europe mo30
Q compared to five years ago, would you say your
attitudes and opinions are becoming more
favorable, less favorable or staying about the
same, concerning the following issue
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key learning 3

• anti-american sentiment stems from three key
  factors
• unilateral actions of the united states
• misunderstandings of cultural differences
• economic greed

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many americans and non-americans of all ages find
the unilateral actions of the united states to be
overly aggressive

• america is always the exception to the rules
  us mu30
• president bush is seen, literally, as a
  go-it-alone cowboy in many parts of the world.
  the iraq war and the kyoto protocol are two main
  examples us mo30
• despite the historic approach of live and let
  live, the bush administration gives the
  impression that they are trying to reign the
  world europe mo30
• the american government is forcing itself on
  anyone and everyone. its very barbaric in a
  sense. its why people hated the vikings! people
  fear that they will be next, especially if they
  arent westernized us mu30

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the perceived lack of understanding about other
cultures is a cause for concern among americans
and non-americans

• a lack of understanding and sensitivity to the
  complexity and diversity of other global cultures
  and total disregard for other countrys points of
  view is at a major reason for anti-americanism
  europe mo30
• most americans are never exposed to what is
  happening in the rest of the world as the news
  media almost never covers world issues us mo30
• americans believe america is the world and have
  no desire to exist outside those boundaries
  apac mo30

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the u.s. is perceived to be driven by economic
greed

• mega-corporations are primarily concerned with
  their own financial interests, and since they are
  mostly u.s. based they give an unfavorable view
  of the u.s. at large us mu30
• the u.s. appears to the general public that
  these wars are for the good of the people/ world
  and fighting some kind of evil, but its very
  transparent that the real reason is financial
  gain - mu30 europe

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however, emerging economies have a more favorable
impression of u.s. companies than mature economies
mature economies i prefer not to go to
starbucks or mcdonalds as i feel they reflect the
capitalism and commercialism of the us uk
mu30 i try not to support starbucks (although i
personally love it...) because it feels as
aggressive as american policy... like it is
saying... we got the money and the idea so we'll
executed, even if it kills other cafes with great
history and originality germany mo30

• emerging economies
• mcdonalds, theyre always the good citizens
  that separate themselves from political movements
  and donate locally thailand mo30
• coke has continuously supported the local
  community. they are good corporate citizens
  malaysia mo30

v.
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key learning 4

• americans and non-americans share similar ideas
  about how to improve
• the image of america
• promote cultural education
• make sure the u.s. gets credit for the good it is
  doing
• showcase americas people, not its politicians

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cultural education should work both ways
Q president bush has recently appointed a new
secretary for public diplomacy to help improve
perceptions of america abroad. if this new
secretary asked for your suggestions as to what
they should or should not do to improve americas
reputation around the world, what would you tell
them?

• educate their people to be less oblivious to
  other nations and countries. if we can learn
  about them, why cant they learn about us?
  apac mu30
• there is a need to express acceptance of other
  cultures and educate the american public about
  other places. part of the reason people dont
  accept things or like them is because they dont
  understand them. the same goes for abroad.
  education is key - us mu30
• some people dont understand the american
  culture freedoms we have. i think most
  americans (again particularly younger americans)
  are more accepting of other cultures, lifestyles,
  etc. whereas some other cultures have more
  similarities so they dont really understand our
  individuality  - us mo30

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make sure the u.s. gets credit for the good stuff
it is doing
Q president bush has recently appointed a new
secretary for public diplomacy to help improve
perceptions of america abroad. if this new
secretary asked for your suggestions as to what
they should or should not do to improve americas
reputation around the world, what would you tell
them?

• soften the image of usa by downplaying the
  arrogance and promote the fact that the usa
  spends billions of dollars on aid around the
  world to help developing, ravaged or war torn
  nations and defending democracy apac mo30
• as proven by the indonesian tsunami efforts, the
  easiest way to promote goodwill is by helping the
  citizens who have been affected by disasters,
  poverty, epidemics or campaigns of genocide by
  providing food, medicine, or relief efforts it
  will demonstrate the united states commitment to
  humanity us mu30

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focus more attention on contributions made by
american citizens, not its politicians
Q president bush has recently appointed a new
secretary for public diplomacy to help improve
perceptions of america abroad. if this new
secretary asked for your suggestions as to what
they should or should not do to improve americas
reputation around the world, what would you tell
them?

• politicians are not our best face to put
  forwards when it comes to representing ourselves
  to other nations... work on grass roots efforts
  to get the real people of america involved so
  they can connect with the real people in these
  other nations" - us mu30
• the american womens association is a group of
  expatriate women, who are very involved in social
  causes in singapore for many, many years. their
  commitment to the poor, the elderly and animal
  welfare associations is nothing short of
  exemplary" - apac mo30
• focus on the american people and their
  similarities to the people in the rest of the
  world instead of the american government and
  foreign policy us mu30

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key learning 5

• whether directly related to anti-americanism or
  not, america is no longer
• the only source for cool

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countries outside of the u.s. are having a more
influential role in shaping popular culture

• american brands become a little bit outdated. so
  the reason for changing habits is not the image
  of u.s. as such. german brands like puma and
  adidas, alprausch etc. became cooler - europe
  mu30
• korean movies have surpassed most foreign movies
  (americans in particular) in quality and
  popularity since late 90s apac mo30
• its because current american pop culture is not
  as dynamic as other countries. british music for
  instance is more interesting and moving forward.
  asian fashion and technology is more fascinating.
  also european culture and sports are astonishing
  and more relevant apac mo30
• the point is the world is changing, people are
  changing, cultures are changing and america is
  not the all-time god of good - europe mo30

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non-americans are increasingly supporting local
brands

• i have become more interested in korean music
  and tv programs, cos its an asian culture which
  is closer to my culture apac mu30
• ive not consciously changed my purchasing
  habits although i do not tend towards american
  brands specifically. i try to buy locally
  produced goods wherever possible europe mo30
• nowadays greek music is not so oriental and
  ethnic anymore but combines pop sound and
  ethnic characteristics as well. last but not
  least greeks become more and more proud of their
  nationality europe mo30

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in summary

• perceptions of america are changing for the
  worse
• perceptions of the american people have not been
  as negatively impacted
• by anti-americanism as the perceptions of
  america in general
• anti-american sentiment stems from three key
  factors
• americans and non-americans share similar ideas
  about how to improve
• the image of america
• whether directly related to anti-americanism or
  not, america is no longer
• the only source for cool

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