Pepsi's National Survey Reveals Optimistic Americans

New research shows us that 96% of Americans are optimistic about their futures and believe in each other.

6 Aug 2009 Despite mixed economic signals and other tough issues facing the country, most Americans are optimistic. According to the second survey issued on behalf of the Pepsi Optimism Project (POP), Americans are more optimistic now than in 2008 about their:

* Relationships with family and friends (91% vs. 81%);
* Overall well-being (88% vs. 84%);
* Health (86% vs. 78%);
* Finances (77% vs. 64%);
* Chances of finding love (70% vs. 61%).

"In 2008, our POP research informed us that there was a collective and contagious sense of optimism pervading the youth mindset. This year we see that same spirit of optimism is not only pervasive among the millennial generation but across all demographics," said Frank Cooper, CMO of portfolio brands, Pepsi-Cola North America Beverages. "Representing a brand that has become synonymous with the spirit of youth and optimism, those of us at Pepsi are continuously encouraged by the resilience of Americans, across all ages, races, sex, location and economic background, people are embracing optimism, even in the most uncertain of times."

The POP survey, which was conducted by an independent research firm, found that Americans most often associate the words "hope," "confidence" and "success" with optimism. Americans now are more optimistic than last year about most aspects of their lives, except their careers. Other findings include:

Americans thrive together:

* They have faith in each other: 89% of Americans believe that when challenged, they rise to the occasion;
* They feel that witnessing or participating in live events, including music (84%), speeches (78%) and theater (69%) helps increase their levels of optimism;
* 67% of Americans recently witnessed or participated in an event that made them feel optimistic;
* Relationships trigger optimism, with 91% reporting that connections with family and friends provide the greatest source of optimism

The face of optimism is changing in America:

* 72% of African-Americans are significantly more likely than whites (53%) or Latinos (60%) to expect more good things to happen to them than bad;
* African-Americans (62%) were significantly more likely to associate the word "necessary" with optimism than whites (51%) and Latinos (52%);
* The sense of optimism is stronger on Wall Street than on Main Street, with 64% of city dwellers stating they are more likely to be optimistic about an economic recovery than their non-metro counterparts (53%);
* Public figures inspire optimism among Americans; the five most inspirational Americans reported were Lance Armstrong (78%), Michael J. Fox (74%), Barack Obama (70%), Tiger Woods (70%), Oprah Winfrey (68%) and Michelle Obama (65%)

"It is interesting to see that optimism is fostered by people coming together. Whether through live concerts, sporting events or speeches, Americans have high hopes in each other," said Cooper. He also noted that Pepsi has spearheaded and supported a variety of activities this year that celebrate and cultivate optimism in American culture, including:

* The MLB All-Star Charity Concert presented by Pepsi and starring Sheryl Crow: This free concert was attended by thousands of people in St. Louis and resulted in millions of dollars in charitable donations.
* Refresh the World Symposium: Pepsi partnered with Spike Lee and Howard University in January to host a live symposium during the Presidential Inauguration week, featuring more than twenty leading experts on education, economy, hip hop and Black America.
* Dear Mr. President: Pepsi invited Americans and people all over the world to submit personal messages to be shared as part of an open letter to the president, suggesting what should be "refreshed" in the new administration.

The Optimism Survey was conducted on behalf of PepsiCo by StrategyOne.