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One in two people in the UK claim financial insecurity is their single biggest concern, research by advertising agency Euro RSCG London has revealed.
The proportion of people who are worried about making ends meet increased to 53 per cent in July, up from 38 per cent just six months ago.
But as people become increasingly concerned about the state of their finances, they are less worried about the environment. Global warming and climate change is the issue that has been de-prioritised in light of the credit crunch, with only 18 per cent of the UK population seeing it as a top three concern, compared to 30 per cent six months ago.
However - despite their diminishing concerns about global warming – the environment is benefiting. 74 per cent claim they have changed their behaviour to reduce their impact on the environment during the last year, with 64 per cent admitting this was triggered by a desire to save money.
People are also far less worried about immigration and the state of the NHS than they were at the end of last year, while the pensions crisis has dropped off their radar altogether.
Russ Lidstone, chief strategy officer at Euro RSCG London, said “Our research highlights that financial insecurity and making ends meet have become the main priority for Britons from all walks of life.”
“The phrase ‘Switch the lights off son – do you think I’m made of money?!’ can be heard ringing out in households across the country once again. In short, it seems that the credit crunch is a positive thing in terms of engendering environmentally responsible behaviours - even though the environment has been de-prioritised by many Britons.”
Wave 1 (December 2007)
1. Financial insecurity/making ends meet - 38%
2. Higher taxes - 32%
3. Global warming/climate change - 31%
4. Higher interest rates - 30%
5. Crime - 30%
6. NHS/Healthcare provision - 29%
7. Immigration - 24%
8. Economic downturn - 17%
9. Pension crisis - 15%
10. Unemployment - 13%
Wave 2 (July 2008)
1. Financial insecurity/making ends meet - 53% (+15)
2. Economic downturn - 39% (+22)
3. Higher taxes - 39% (+7)
4. Crime - 28% (-2)
5. Higher interest rates - 24% (-6)
6. NHS/Healthcare provision - 19% (-10)
7. Global warming/climate change - 18% (-13)
8. Schools/Education - 16% (n/a)
9. Unemployment - 13% (-)
10. Immigration - 12% (-12)
Question - ‘What would you say are the 3 biggest issues facing you and your family today?
Source: Euro RSCG - Sample: 1000 Adults 16-64
About EURO RSCG
Euro RSCG London is a top ten UK advertising agency with a client roster including Citroën, 3 mobile, EDF Energy, News Group Newspapers, Peugeot and Reckitt Benckiser. Euro RSCG London is part of Euro RSCG Worldwide, a leading integrated marketing communications agency made up of 233 offices located in 77 countries throughout Europe, North America, Latin America and Asia Pacific.
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