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37%
Source: nVision Research | Base: 1,000-5,000 online respondents per country aged 16-64 (Mexico 16-54), June 2012
37%
have negative feelings
DEBT
BALANCE SHEET OUTGOINGS
INCOME
INTEREST EARNED
SPEND
SAVING
34%
have negative feelings TOO MUCH DEBT
43%
have negative feelings INABILITY TO SAVE ENOUGH
FOR THE VAST MAJORITY, FINANCIAL PRIORITIES RELATE TO THE PRACTICAL. LIVING DAY TO DAY AND PAYING THE BILLS IS CONSIDERED MOST IMPORTANT IN MANY MARKETS ACROSS EUROPE FOLLOWED BY HAVING SOME MONEY FOR EMERGENCIES
BBDOKNOWSWS RESEARCH
HOW DO YOU FEEL ABOUT SAVINGS AND DEBT?
PLEASE PLAY FILM - HOW DO YOU FEEL ABOUT SAVINGS AND DEBT?
Buying a home To accumulate money and earn interest Providing retirement income for yourself Covering costs of children going to university Covering other education costs for children Covering medical expenses Providing help for children to get married 0% 20% 40%
UK Germany China
60%
80%
100%
What have been your main reasons for having savings over the past five years| % who say it has been their most or second most important reason for saving | 2012
Source: Lloyds TSB/Future Foundation/nVision|Base: 2,540 onlinerespondents, aged 18-65,2012
23%
globally became more indebted
13%
globally paid down their debt sooner than required
14%
globally paid more income into savings and investments
Good behaviour is more pronounced in emerging markets In China the household savings ratio is 43% of the total disposable household income, this is compared with just 2% in the US
58%
globally say they carefully budget their finances Nvision
Vs
9%
globally say they keep a formal written plan for long term goals CEB
People are much more proactive about their short term finances than their long term goals. Though proactive long term financial management is much higher among higher net worth individuals and in developing markets
Source: Nvision 2012 CEB 2013
BBDO KNOWS
ONLY GLOBALLY FEEL POSITIVE ABOUT THEIR PROGRESS IN ACHIEVING THEIR FINANCIAL GOALS
The role of communications should be to change the attitude of the remaining
35%
65%
BEHAVIOUR
PROTECTION FROM FUTURE UNCERTAINTY
The negative feelings associated with personal finances and progress towards goals contribute to the general feelings of uncertainty and worry. The biggest priority is maintaining quality if life, e.g. paying bills and the biggest motivation for saving relates to protecting against uncertainty.
ATTITUDE
CAREFUL
BEHAVIOUR
CAUTIOUS SHORT-TERM FOCUSED
Consumers are being more cautious and more careful with their money, they are justifying expenditure and the ambition is to save for an item rather than to use credit. Generally the feeling in some markets is that it is hard to save. Short term behaviour is often better than long term behaviour in finance
HELP CUSTOMERS
1. Address their long term financial goals as well as their short term ones; set achievable goals; ensure goal realisation; facilitate budgeting and planning.
2. 3. 4.
COMMUNCIATION
1. Articulate the service/support; 2. encourage the start of a dialogue; 3. maintain a dialogue throughout the course of setting and achieving goals.
2. 3. 4.
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BBDO KNOWS