Despite the news reports of how scared, anxious and depressed Americans are about the state of the economy, we've found that underneath that surface level, American optimism is alive and well.
We've talked to hundreds of Americans across the country from 20-somethings to 60-somethings, and absolutely everybody has been affected in some way by the economic crisis. However, they've found that the silver lining in the cloud is that the things that matter - people who love us, sharing a laugh around the dinner table, seeing a glimpse of sunshine in late winter - don't cost money. And, we believe, more than ever in keeping a positive attitude. When fear pervades, we do what we can to keep ourselves on the sunny side of the street.
I've also found consumers being more proactive about their health today. Instead of feeling like they "should" be healthier, now they are motivated by the dollars and cents implications of bad health.
The consumers we are in contact with are grateful for the blessings in their lives, even when they're hanging on from paycheck to paycheck, or experiencing a lower standard of living.
And marketing messages that match that inner resolve to be positive are the most attractive and motivating today.
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