Cents and sensibility: Global attitudes to cash
Whether you have a lot of it or a little; whether you think it buys
happiness or is simply a necessary evil; whether you are a marketer,
or consumer (or both!)... money is universal.
Understanding consumers' attitudes to money is a good starting point
for anyone trying to sell something (and that's most of us in one way
or another!) and becomes even more important in times where money and
markets are a little uncertain.
Synovate set out to discover how consumers around the world define
financial success, their attitudes to cash and what actions they take to get more
of it.
Money talks. But what language does it speak?
It's fair to say that billionaires Warren Buffet, Bill Gates or
Mexico's Carlos Slim Helu have a different definition of financial
success to most of us. But do those of us with a little less cold
hard cash all think the same? We asked respondents to rank a series
of definitions of financial success and found some surprises.
>
Read more
Developing a dislike for debt
The number one definition of financial success in developed markets is
'I have no debt'. This was especially the case in the US and the UK,
but also very evident in Australia, Netherlands and Canada.
>
Read more
Does money make the world go 'round?
Consumers in emerging markets are far more likely to attribute
financial success to good luck rather than good management,
and are also more likely to think about money and how to get it.
A series of agree/disagree questions explored how people feel
about money and its relative importance in their lives.
>
Read more
Taking charge... and Lady Luck
So what do people actually do to improve their chances of being
financially successful... or staying that way? Mostly they work
hard, set goals and make a plan, but there is a dash of blind
optimism in the world's developed markets!
>
Read more
About the 'Defining financial success' survey
Synovate spoke with over 12,500 adult consumers in 16 markets around
the world - Argentina, Australia, Brazil, Bulgaria, Canada, Germany,
India, Indonesia, Italy, Malaysia, Netherlands, Russia, South Africa,
Saudi Arabia, United Kingdom and the United States of America. The study
was conducted in January and February 2008 using online, telephone and
face-to-face methodologies.
>
Read more
