Pride and Prejudice: Shifting Mindsets in an Age of Uncertainty

Anti-immigration sentiments and economic insecurity dominate in the West, with patriotism rising rapidly in emerging countries.

A new study released today by Havas Worldwide reveals that the “us versus them” debate that divides the Trump and Clinton campaigns is rapidly gaining traction around the world. With more than five million Syrian refugees displaced, a wounded European Union reeling from the aftermath of Brexit, and nearly daily terror attacks, trust in others and confidence in the future are at an all-time low.

Czechs are proud of their country mainly for its history, culture and value, which implies that they are proud of the past. They don’t trust current trends too much. On the other hand, 42% Czechs agree or somewhat agree that the Czech Republic is moving in the wrong direction. If extreme measures were needed to ensure greater security 78% of Czechs would support the idea of a ban on immigrants from countries known to harbor terrorists.

“Pride and Prejudice: Shifting Mindsets in an Age of Uncertainty” draws on findings from an online survey of 11,976 people aged 18+ in 37 markets. The survey was created by Havas Worldwide and fielded by Market Probe International. The key findings include:

Pride is no longer the domain of Western nations, as is often assumed. A wave of neo-patriotism is sweeping across both emerging markets and traditional nations. While 70 percent of people globally agree with the statement, “I am proud of my country,” the world’s proudest countries are:

• Cambodia (97% agree)
• Laos (96% agree)
• Saudi Arabia (94% agree)
• India (93% agree)
• Myanmar (91% agree)
• UAE (88% agree)
• Colombia (87% agree)
• Philippines (86% agree)
• Australia (85% agree)
• China (77% agree)

True to Brexit, the past, rather than the future, is where people’s confidence lies, largely thanks to the global financial collapse. Economic success was the least significant contributor to national pride in 29 of 37 countries surveyed. Italy (3%), the Adriatics (4%), and Argentina (5%) are the most disillusioned, while Singapore (71%), Germany (55%), and India (45%) express confidence in their economic future. Not surprisingly, only 20% of respondents in the UK are proud of their economy, while a mere 31% of Americans have faith in their country’s financial future.

Forty-five percent of people globally believe their country is moving in the wrong direction, and an equal number are in favor of taking extreme measures in exchange for greater security. Reflecting Donald Trump’s campaign, 35 percent of Americans indicated support for a ban on immigrants from countries known to harbor terrorists. The top ten nations that would support a similar ban:

• Czech Republic (78%)
• Russia (72%)
• Estonia (64%)
• Turkey (62%)
• Lithuania (61%)
• Laos (54%)
• India (50%)
• France (47%)
• Germany (46%)
• Belgium (46%)

“The atmosphere of a crisis in the communication industry means uncertainty for managers and clients. Pessimistic attitudes negatively impact consumption and investing in firms. The common interest of brands is to reduce this tension, which consequently aids the economy. At the individual brand level, the most imaginative ones will define themselves as the safe haven in this storm or as a symbol of stability in the hostile world,” says Gilles Berouard, CEO of Havas Prague.

Prosumer Report

Prosumer Reports is a series of publications from the Havas agency. The goal is to share information and insights like individual research with the public through a network of our own agencies and client firms.

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