Anxiety Index Quarterly: What Hope-Fueled Markets Can Teach Brands

This paper, based on analysis from JWT, divides global markets into two groups, following the global economic slowdown.

Anxiety Index Quarterly: What Hope-Fueled Markets Can Teach Brands

Ann Mack and Mark Truss


In analyzing 10 markets so far this year through our AnxietyIndex research, we have found that they tend to fit into one of two buckets: fear-fueled and hope-fueled. Not surprisingly, the hope-fueled markets comprise what are considered the emerging economies: Brazil, India and China (BIC). While Russia is normally grouped with these three as a fast-growing market, we found that it falls into the fear-fueled camp along with the seven established economies we looked at.

What sets hope-fueled markets apart from fear-fueled markets is...

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