Americans Change Their Priorities: Wunderman

Americans value family and stability more than ever in the wake of the Sept. 11 terrorist attacks, according to a new survey by Wunderman.

Of 1,000 consumers surveyed by the New York-based agency, 73% reported they are now “more grateful for what I have.” Almost two thirds said they have an increased desire to stay in touch with the people they care about.

But a third say they’re less confident about the future and more fearful for their personal safety. Almost 40% are more worried about their finances.

Almost two-thirds have a stronger desire to help people in need, and 60% want to make a contribution to their country.

The biggest attitude shifts were among adults, aged 18 to 34. Wunderman reported that there were few regional differences in attitudes.

The good news for companies is that consumers’ desire for stability extends to brand loyalty. Eighty percent said they would prefer to put off changing their financial services provider, 76% on changing their telephone provider. And 68% prefer to hold off on switching Internet service providers.

However, 63% said they prefer to deal with companies that are “making an effort to help out.”