Study: After Sept. 11, a Shift in Consumer Attitudes

New York–The attacks of Sept. 11 have caused U.S. consumers to reflect on their priorities as world citizens–and as shoppers, according to a survey by marketing firm Wunderman, a division of marketing communications company Young & Rubicam.

In its telephone survey of 1,000 consumers Sept. 28-30, Wunderman found that the majority of consumers have a positive outlook since the attacks, with 73% reporting to feel more grateful for what they have since the tragedy took place. As a result of their gratefulness, many consumers are reviewing companies’ charitable efforts: Whether a company is “making an effort to help out” is important to 63% of consumers, while 47% of consumers cite the importance of companies “being involved in the community.” Also, nearly four in 10 consumers report worrying more about their finances since Sept. 11.

The terrorist attacks have also inspired newfound support for American brands. Fifty-four percent of consumers say they are placing higher priority on U.S. companies and brands, while 45% are looking toward “trustworthy companies and brands,” and 38% would seek out “reliable companies and brands.” And while consumers believe that the country should get back to business as usual, 47% feel the telephone is a less appropriate vehicle by which to sell them something now.

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