1. Positioning Durham Region in the Global Economy
John Wright
Senior Vice President
Ipsos Reid 1

2. In Order to Position for the Global Economy you need to know the pulse of the Global Economy…2

3. Findings from our monthly 24 Country poll, 18,600 interviews just completed, not released, first seen by you… 3

4. % Very Good / Somewhat Good It’s not a V, or a U, or a W … It’s an L
The Global Economy is Very Slowly Recovering: 42% of Global Citizens Assess the Current Economic Situation in their Country as “Good”:
% Very Good / Somewhat Good
It’s not a V, or a U, or a W … It’s an L
Now thinking about our economic situation, how would you describe the current economic situation in [insert country]? Is it very good, somewhat good, somewhat bad or very bad?

5. Canada is 8th from the top while the US is 7th from the bottom…
% Very Good / Somewhat Good
Now thinking about our economic situation, how would you describe the current economic situation in [insert country]? Is it very good, somewhat good, somewhat bad or very bad?

6. % Very Good / Somewhat Good
Canada and the US…
% Very Good / Somewhat Good
Now thinking about our economic situation, how would you describe the current economic situation in [insert country]? Is it very good, somewhat good, somewhat bad or very bad?

7. % Very Good / Somewhat Good
Assessing the Economic Situation by All Regions: BRIC at the Top, Europe/G8 at the Bottom…
% Very Good / Somewhat Good
Now thinking about our economic situation, how would you describe the current economic situation in [insert country]? Is it very good, somewhat good, somewhat bad or very bad?

8. Positioning is Not Just About Offering Up things like Geography, Taxes, Incentives, Skills and Brains… 8

9. It’s also about Public Sentiment: How do Citizens and Workers Feel?9

10. Let’s Compare Ourselves to Our Neighbour…10

11. We’re More Satisfied with the Way Things are Going in Our Country…11
Now, thinking about your country, overall, are you satisfied or dissatisfied with the way things are going in your country today?

12. A Majority Here Believe Things Are Headed in the Right Direction…12
Generally speaking, would you say things in this country are heading in the right direction, or are they off on the wrong track?

13. More of Us Feel We Have a Strong Local Economy…13
Rate the current state of the economy in your local area using a scale from 1 to 7, where 7 means a very strong economy today and 1 means a very weak economy…

14. More of Us Feel We Have a Strong Personal Financial Situation Today…14
Rate your current financial situation, using a scale from 1 to 7, where 7 means your personal financial situation is very strong today and 1 means it is very weak.

15. We’re more comfortable making a major purchase, like a home or car NOW Compared to 6 months ago…
Compared to 6 months ago, are you NOW more or less comfortable making a major purchase, like a home or car? 15

16. We’re more comfortable making other household purchases NOW compared to 6 months ago…16
Compared to 6 months ago, are you NOW more or less comfortable making other household purchases?

17. We are more confident about job security for “yourself, your family and other people you know personally” NOW compared to 6 months ago…
% More Confident 17

18. We are more confident NOW of our ability to invest in the future, including our ability to save money for our retirement or our children’s education compared to 6 months ago…
% More Confident 18

19. % Extremely likely/Very likely
And looking ahead at the next six months we are less likely to believe that “they, someone in their family or someone else they know personally will lose their job as a result of economic conditions”
% Extremely likely/Very likely 19

20. Thinking of the last 6 months, we personally know less people who have lost their job as a result of economic conditions…
% Yes 20

21. So, what more do we bring to the table beyond better attitude and outlook?21

22. //http: 22

23. Put People As Part of Your Brand Strategy for Durham23