The JWT AnxietyIndex was launched in February 2003 during the run-up to the war in Iraq. It tracks the level and intensity of consumer anxiety and the drivers of that anxiety. It examines safety and security concerns—the threat of terrorism, potential and current military hostilities, crime—as well as economic worries, such as the cost of health care, the cost of living and job security. The AnxietyIndex is also designed to discover consumer insights that will help marketers formulate strategies during times of high or low anxiety. A quantitative survey was conducted using JWT's SONAR, our proprietary online research tool. We surveyed 253 adults aged 25 and older living in Colombia. The data was collected in January 2010 and was weighted by age and gender.

1. ANXIETYINDEX
COLOMBIA
JANUARY 2010

2. AGENDA
Background ..............................................................................................................3
Methodology ............................................................................................................5
Executive Summary ..............................................................................................6
What’s making people anxious today? ........................................................9
A closer look at Colombia ..............................................................................20
The recession’s impact on Colombia vs. other countries ................................21
The recession’s impact on lifestyle ................................................................24
Media and the recession ................................................................................33
Shopping behavior and the recession ............................................................39
Looking to the future: The next generation ....................................................42
Brand Opportunities ............................................................................................45
2

3. BACKGROUND
The JWT AnxietyIndex was launched in February 2003 during the run-up
to the war in Iraq.
It tracks the level and intensity of consumer anxiety and the drivers of
that anxiety. It examines safety and security concerns—the threat of
terrorism, potential and current military hostilities, crime—as well as
economic worries, such as the cost of health care, the cost of living and
job security.
The AnxietyIndex is also designed to discover consumer insights that will
help marketers formulate strategies during times of high or low anxiety.
3

4. BACKGROUND (CONT’D.)
Colombia - GDP Percent Change
10
6.8
5.2 8.2
5
3.7
3.6 2.5
0
-0.1
% Change -5
2004 2005 2006 2007 2008 2009 2010
(est.)
JWT launched the baseline study for AnxietyIndex in Colombia in 2010.
Following the global economic downturn, forecasts predict a recession for Colombia in 2010.
Source: CIA World Fact Book
4

5. METHODOLOGY
Quantitative survey conducted by JWT SONARTM, our proprietary online
research tool
Data collected January 2010
1,253 adults aged 25-plus living in Colombia
Data weighted by age and gender
5

6. EXECUTIVE
SUMMARY
6

7. EXECUTIVE
SUMMARY
Colombia registers a relatively low level of anxiety compared with other
countries JWT has surveyed.
There are two primary drivers of anxiety in Colombia:
Crime: Significant inequality in Colombian society has led to high rates of
urban violence and theft.
Global warming: Water levels of many rivers and lakes have decreased, and
some have disappeared.
7

8. EXECUTIVE
SUMMARY
Some highlights of the AnxietyIndex study:
Colombians are most pessimistic when it comes to the cost of gasoline,
unemployment and increasing food prices.
As far as specific drivers of anxiety, Colombians are most concerned about
the impact of global warming.
To reduce spending, Colombians are spending more time at home, cutting
down on trips to the cinema and leisure activities.
8

9. WHAT’S MAKING PEOPLE
ANXIOUS TODAY?
9

10. Overall anxiety levels in Colombia are relatively
low—among the lowest in the world ...
100
10 16 18
90 21 22 22
26 28
30
80 34 35
41 42
45
70 58
60 65
50 90
84 82
40 79 78 78
74 72 70
30 66 65
59 58
55
20 42
35
10
0
Japan Russia Saudi ArgentinaMexico UAE India U.S. Spain Brazil U.K. AustraliaColombiaCanada France China
Arabia
Brazil: January 2009
% Nervous/Anxious % Not Nervous/Anxious India, China: April-May 2009
Russia, Spain, Japan: March 2009
U.S., U.K., Canada, Australia, France: September 2009
Saudi Arabia, UAE: October 2009
Argentina, Colombia, Mexico: January 2010
Overall, given everything that is going on in the world, the country, and your family’s life,
10 how nervous or anxious would you say you currently are?

11. ... and fewer than 1 in 10 say they are
“very nervous/anxious.”
50
% Very Nervous/Anxious
40
30
20
38
30
28 26
10 25 25 21
18 16
12 10
9 8 8 7 6
0 Russia India Saudi UAE Argentina Japan Mexico Brazil U.S. Spain France U.K. Australia CanadaColombia China
Arabia
Brazil: January 2009
India, China: April-May 2009
Russia, Spain, Japan: March 2009
U.S., U.K., Canada, Australia, France: September 2009
Saudi Arabia, UAE: October 2009
Argentina, Colombia, Mexico: January 2010
Overall, given everything that is going on in the world, the country, and your family’s life,
11 how nervous or anxious would you say you currently are?

12. ANXIETYINDEX MAP
SAFETY/SECURITY ECONOMIC
Political Leadership
900
Threat of
State of Economy
Terrorism
FURTHER 600
FURTHER
FROM FROM
“HOME” “HOME”
300
Potential Military Cost of Health
Hostilities Care
0
CLOSER CLOSER
TO TO
“HOME” Current Military Cost of Living “HOME”
Hostilities
Crime Job Security
SAFETY/SECURITY ECONOMIC
12

13. Other than crime, the major drivers of
anxiety make Colombians less anxious than
most people around the world.
Political Leadership
Colombia
1000
Global average
900
Threat of
800 State of Economy
Terrorism
700
600
500
400
300
200 70
Potential Military 175 Cost of
Hostilities 155 100
Health Care
100 0 147
98 120
143
364
Current Military Cost of Living
Hostilities
Crime Job Security
AnxietyIndex: % who are nervous or anxious/% who are not
13

14. Even compared with other LATAM markets
JWT studied, Colombians are much more at ease.
Political Leadership
Colombia
1000
LATAM* average
900
Threat of
800 State of Economy
Terrorism
700
600
500
400
300
200 70
Potential Military 175 Cost of
Hostilities 155 100
Health Care
100 0 147
98 120
143
364
Current Military Cost of Living
Hostilities
Crime Job Security
AnxietyIndex: % who are nervous or anxious/% who are not
*Brazil, Argentina, Colombia, Mexico
14

15. On specific drivers of anxiety, Colombians stand out
in only one area: concern about global warming ...
The War in Iraq
Impact of Global 800 The War in
Warming Afghanistan Colombia
Global average
600
Natural Disasters The Housing
Market
400
363
Safety of the 200
34 Gasoline Prices
Food Supply 33
147 56
69 0 139
72 132
Quality of
Products Imported 101 Food Prices
52 68 237
from China 128
The Government’s
Unemployment Rates
Budget Deficit
The State
of the Bank Failures
National Infrastructure The Stock Market
AnxietyIndex: % who are nervous or anxious/% who are not
15

16. ... and are generally relaxed
compared with their LATAM neighbors.
The War in Iraq
The War in
Corruption 800
Afghanistan Colombia
LATAM* average
Impact of Global 600 The Housing
Warming Market
495
400
363
Natural Disasters 200
Gasoline Prices
34
33 56
147 139
0
Safety of the
69 132
72 Food Prices
Food Supply 237
101 52 68
128
Quality of
Products Imported Unemployment Rates
from China
The Government’s
Budget Deficit Bank Failures
The State of the
The Stock Market
National Infrastructure
AnxietyIndex: % who are nervous or anxious/% who are not
*Brazil, Argentina, Colombia, Mexico
16

17. In general, Colombians are slightly more
optimistic than the global average about near-term
prospects of positive change.
WORSE BETTER
Safety of the food supply -4
1
The housing market Colombia 4
Global average -3
The stock market 8
More optimistic 2
Bank failures 11
More pessimistic
1
Unemployment rates -30
-27
Gasoline prices -53
-34
Food prices -40
-35
The government’s budget deficit -26
-29
% who expect it will get “better” minus % who expect it will get “worse” in the next six months
And over the next six months, do you expect that each of the following will get better, stay the same or get worse?
17

18. Colombians are split on the extent to
which they’re feeling the effects of the downturn.
Intensity of Personal Impact from Tough Economic Times
29
37 35
1 2 3 4 5 6 7 8 9 10
Haven’t Have
impacted impacted
me at all me a great
deal
No Impact Great Impact
%
On a scale of 1-10, where 1 means tough economic times haven’t impacted me personally at all and 10 means tough economic
18 times have impacted me personally a great deal, how would you rate yourself?

19. Many feel they fared better than their countrymen.
Intensity of Impact from Tough Economic Times
Impact on Colombia Impact on me = 35
Impact on Me Impact on Colombia = 59
1 2 3 4 5 6 7 8 9 10
Haven’t Have
impacted impacted
me at all me a great
deal
No Impact Great Impact
%
How would you rate the impact of the recession on your country?
19

20. A CLOSER LOOK AT
COLOMBIA
20

21. THE RECESSION’S
IMPACT ON COLOMBIA
VS. OTHER COUNTRIES
21

22. Most think Colombia has fared about
the same or better in the recession than other
Latin American countries ...
Impact of Recession on Colombia vs. Other Latin American Countries
70
60
50
50
43
40
30
20
10 7
0
My country has been My country has been My country has been LESS
MORE affected than other affected ABOUT THE SAME affected than other Latin
Latin American countries as other Latin American countries American countries
%
Thinking about the effect of the global economic downturn on your country, do you think your country has been affected more,
less, or about the same compared to other Latin American countries?
22

23. ... and almost 6 in 10 say Colombia has been less
affected than “wealthier” countries.
Impact of Recession on Colombia vs. Richer Countries
70
60 59
50
40
30
22
20 19
10
0
My country has been My country has been My country has been LESS
MORE affected than affected ABOUT THE SAME affected than
richer countries as richer countries richer countries
%
Thinking about the effect of the global economic downturn on your country, do you think your country has been affected
23 more, less, or about the same compared to richer countries?

24. THE RECESSION’S
IMPACT ON LIFESTYLE
24

25. Colombians consider ivory-tower politicians,
class inequalities, crime and corruption as the primary
social impacts of the recession.
% who agree
Politicians in my country are out of touch with
how the average person is being affected by the 77
global economic downturn
I worry that the global economic downturn is
widening the economic gap between the rich 76
and the poor in my country
I’m worried that crime in my neighborhood will
increase as people fall on hard times 75
Government corruption in my country is as bad
as it has ever been 67
My social class is being dealt an unfair blow
because of this global economic downturn 64
I have started to notice that the values in my
country have changed a bit as a result of the 57
global economic downturn
The economic crisis has brought me closer to
my friends and family
35
The economic crisis has distanced me from my
friends and family
20
%
How much do you agree or disagree with each of the following statements?
25

26. Behavior-wise, people
are retrenching to their homes ...
Changes in Social Behavior as a Result of the Downturn
4
Going to concerts/theatre 45
51
6
Going out to the movies 54
40
2
Going out to clubs, bars 38
60
7
Going out to eat 50
43
5
Going out shopping 43
52
4
Going out to parties/events 45 More
51 Same
46 Less
Spending time at home 48
6
%
Some people have told us that recently they have made some changes in how they are spending their time.
Looking at the list of activities below, are you doing each more often, less often, or
about the same amount as you did before the global economic downturn?
26

27. ... especially women.
% Doing Activity LESS by Gender
55
Going to concerts/theatre 47
42
Going out to the movies
38
61
Going out to clubs, bars
58
48
Going out to eat
37
61
Going out shopping
43
46
Going out to parties/events Women
44
Men
%
Some people have told us that recently they have made some changes in how they are spending their time.
Looking at the list of activities below, are you doing each more often, less often, or
about the same amount as you did before the global economic downturn?
27

28. As one might expect, people are spending
more time at home primarily to cut back on spending.
Why People Are Spending MORE Time at Home
To cut back on spending 74
I want to spend more time with my family 45
There seems to be less going on (parties,
concerts, etc.) 15
Because most of my friends are 12
I improved my home entertainment/bought new
items for home entertainment
12
Because of crime in my neighborhood 5
%
You mentioned that you have been spending more time at home recently.
What are the reasons you have been spending more time at home?
28

29. Crime is a prime driver of anxiety ...
How concerned are you about crime in your neighborhood?
60
67
50
45
40 33
30
25
22
20
10 8
0
Very Somewhat Not very Not at all
concerned concerned concerned concerned
%
Now, we’d like to talk to you about crime in your neighborhood.
How concerned are you about crime in your neighborhood?
29

30. ... and it appears that the downturn
may be contributing ...
How has your concern about crime changed over the past year?
80
70
60 54
50
40
40
30
20
10 6
0
Increased Stayed the Same Decreased
%
Thinking about the past year, has your concern about crime in your neighborhood increased, decreased, or stayed the same?
30

31. ... though crime-related anxiety
is not impacting the daily lives of many.
Has your routine changed due to concerns about crime?
80
Women
70
70
Men
66
60
50
40 34
30
30
20
10
0
Yes No
%
Have you changed your routine at all due to your concern about crime in your neighborhood?
31

32. Those who have changed their routine have
adopted coping mechanisms impacting various areas
of their lives, from shopping in different areas/stores
to showing less bling to going out less often.
Has your routine changed due to concerns about crime?
Not wearing certain pieces of clothing or 65
accessories so I don’t attract attention 54
58
Choosing to shop in different areas/stores 60
Not going out at night 53
50
Going out less often than I used to 45
50
Making sure that when I am out, I am not alone 49
39
Choosing different methods of transportation 30
36
Buying fewer luxury items 31
34
Women
Entertaining myself and friends at home so I 14 Men
don’t have to go out as much 16
% Among those who have changed their routine due to concerns about crime
And how or what have you changed?
32

33. MEDIA AND
THE RECESSION
33

34. As in most markets, people understand the
downturn as much as it affects them but don’t
possess an in-depth understanding.
Knowledge of the Global Economic Downturn
60
59
50
40
32
30
20
10
9
0
0
I know a lot I know a fair I’ve heard of it, I’ve never
about it amount about it but that’s about it heard of it
%
How much would you say you know about the global economic downturn?
34

35. Colombians get their news through
several sources, primarily TV and the Web ...
% of people who use source for news at least once a day
100
90 87
80
70 65
70 63
60
50
40
30
20
10
0
TV Online Radio Newspaper
%
About how often, if at all, do you get your current news and information from each of the following?
35

36. ... which have been a source
of information about the downturn.
% of people who saw news about the downturn through their usual
news and information sources
100
90 94 Women
80 90 Men
70
60
50
40
30
20
10 6 10
0
Yes No
%
Have you watched/read/heard reports about the global economic downturn from your usual
news and information sources?
36

37. Most Colombians feel the media has covered the
downturn in the right proportion. If anything, there’s
been a bit more coverage than they’d like.
Has the media coverage of the downturn been ...?
80
70 63
60
50
40
30
22
20 15
10
0
Too Little Right Amount Too Much
%
And do you think the media has been giving reports about the global economic downturn too much, too little,
or just enough coverage?
37

38. But nearly half are unaware of predictions that Latin
America will enter a recession this year.
Awareness of reports that Latin America will enter a recession in 2010
80
70
60 55
50 45
40
30
20
10
0
Yes No
%
Are you aware of the recent reports that Latin America will enter a recession in 2010?
38

39. SHOPPING BEHAVIOR
AND THE RECESSION
39

40. In the past year, most people have taken some
steps in response to the global downturn—though
these are more passive than active.
Actions taken as a result of the global downturn
Paying closer attention to prices while I’m shopping 68
More actively looking for items on sale 64
Doing more comparison shopping to make
sure I get the best price 58
Buying only when I am close to running 52
out of something
Buying more store brands/private label brands 41
Shopping more at discount or less expensive stores 39
Switching to lower priced brands 30
Buying smaller amounts of items, more often 19
I haven’t changed my spending habits
as a result of the recession
17
Using more coupons 15
Buying more in bulk 7
%
Now, we would like to talk to you about your shopping over the past year. Please take a moment and think about how your
spending habits have or have not changed over the past year when it comes to what you buy for your household (i.e., groceries,
supplies, etc.). Which of the following, if any, have you begun to do as a result of the global economic downturn?
40

41. Defensive recessionary behavior
seems yet to have gripped Colombians.
% who agree strongly
I have started to cut back on things I don’t need 46
I have noticed my friends have cut back in
their spending habits
28
I worry that because of the global economic downturn
I won’t be able to keep up the lifestyle I am used to
24
I worry that because of the global economic downturn 20
I won’t be able to attain the lifestyle I want
I haven’t personally felt the effects of the recession
but have modified my spending habits just in case 18
The recession hasn’t really changed
what I do in my everyday life
17
%
How much do you agree or disagree with each of the following statements?
41

42. LOOKING TO THE FUTURE:
THE NEXT GENERATION
42

43. While only about half of Colombians are generally
anxious, 8 in 10 are anxious about the world their
children and their children’s children will inherit ...
% of people anxious about themselves vs. anxious
about the future for their children/grandchildren
100
90
79
80
70
58
60
50
40
29
30
20
10
7
0
Anxious about Anxious about Very Anxious Very Anxious about
themselves their children/ about themselves their children/
grandchildren grandchildren
% Among those who have children
Given everything that is going on in the world, the country, and your family’s life, how nervous or anxious would you say you are
about the world your child(ren) or grandchildren will inherit?
43

44. ... which tends to manifest in financial concerns.
% agreeing strongly or somewhat
I worry about the effect this economy will have on the
ability of my child(ren) to find a good job
76
I worry about my ability to afford the type of education 76
I’d like for my child(ren)
I worry about my retirement funds and that I may 71
someday have to rely on my child(ren) for help
This is a good lesson for my child(ren) about living 66
within your means
I’ve lived through recessions before, and so did my
parents—my child(ren) will be just fine
43
The schools are doing a good job of teaching my 34
child(ren) about the recession
% Among those who have children
How much do you agree or disagree with each of the following statements?
44

45. BRAND
OPPORTUNITIES
45

46. BRAND
OPPORTUNITIES
The Chinese character for “crisis” contains two
characters to be read concurrently: danger and
opportunity.
More than being seen as a barrier, the crisis is
regarded as an opportunity that some companies
can capitalize on.
46

47. BRAND
EXAMPLES
BCSC: Helping people to save again
While the global economic crisis has affected
Colombia, few brands seem to be trying to reduce
the level of anxiety among consumers. A notable
exception is Banco Caja Social BCSC (“Your friendly
bank”), which has created a product that meets
the needs of customers in this recession.
Maintaining a savings account in Colombia is expensive, with various fees
and charges, so BCSC launched a free account and added incentives for
customers to meet savings goals. A print ad says: “Let’s celebrate that we
can finally start saving again.”
47

48. BRAND
EXAMPLES
Sedal: Giving women what they wanted but could not afford
This hair brand developed a promotion for
Colombian women based on the insight “I
have no reason to wait until the crisis passes
to make and take what I’ve always wanted.”
The target was women whose ideal role in
life is to study, work and engage in the
home. Women had to send three Sedal labels
to enter in a weekly drawing; prize money
was awarded for spending on clothes, to
study, to travel or to buy housewares.
48

49. BRAND
EXAMPLES
CODENSA: Credit for all
The energy supplier in Bogotá, Codensa, decided to venture into the
financing of appliances, creating Crédito Fácil Codensa (Easy Credit
Codensa), a program aimed at low socioeconomic levels. The idea is to
improve quality of life, giving people the opportunity to get things they’ve
always wanted but were unable to afford outright, especially not during an
economic crisis. Participants can pay for more than 120 brands of household
products through their Codensa energy bill, in up to 48 installments.
49

50. THANK YOU
Mark Truss Alexandra Suarez Ann M. Mack
Director of Brand Intelligence Market Research Director Director of Trendspotting
JWT Worldwide JWT Latin America JWT Worldwide
mark.truss@jwt.com alexandra.suarez@jwt.com ann.mack@jwt.com
www.AnxietyIndex.com
(c) 2010 J. Walter Thompson Company. All Rights Reserved.