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Anthem Worldwide Consumer Insights Study Reveals, "Creating It Myself," A Driving Trend in 2013

February 12, 2013

San Francisco, CA

Anthem Worldwide, part of the brand development practice of Schawk, Inc. (NYSE: SGK), whose integrated global network provides innovative solutions to articulate, unify and manage brand impact to create compelling and consistent brand experiences, announced that its most recent consumer insights study reveals Creating It Myself as a driving trend in 2013.

Anthem Worldwide identified 10 Consumer and Shopper Trends and Counter Trends and fielded a study to get a pulse on these sentiments in the U.S., U.K. and China. One of these, Creating it Myself vs. Buying Ready Made, related to what consumers want. Consumers were asked which they believed would be more prominent in 2013: “Buying Ready Made” or “Creating it Myself.” The study conducted by Ipsos from December 17 to 25, 2012, included an international sample of 1,500 people (500 from the U.S., U.K., and China, respectively) from Ipsos’ online panel.

Across all three countries, in aggregate, more than half of respondents (56 percent) believe that Creating it Myself will be a more prominent trend in 2013. However, U.S., respondents weighted the results towards, “Buying Ready Made,” with 59 percent believing this would be more prominent. Anthem laddered this to a broader theme of “Do More for Me.”

“Let’s face it, most of us in the U.S. operate at maximum capacity, and adding one more thing to the ‘to do’ list can tip the scale,” said Kathy Oneto, vice president, brand strategy, of Anthem’s San Francisco office. “So it’s not surprising to find that U.S. consumers appreciate products and services that do more for them, taking tasks, steps, or organizational needs off their plates and providing helpful, simplifying solutions.”

On the flip side, 66 percent of U.K. respondents and 61 percent of China respondents believed Creating it Myself would be more prominent.

Oneto noted, “In the U.K., two trends give credence to the Creating it Myself trend—the rise of cooking-by-scratch (called 'Scratch Cookery'), driven by economic conditions, and the increase in self-created content, such as music, videos, and imagery, driven by new technologies that make self-creation easier. In China this is likely influenced by the rise of the entrepreneurial spirit, with increasing opportunities to start one’s own business.”

Oneto concluded, “The Creating it Myself trend is influenced by the building movement towards what some are calling the ‘maker economy.’ With lowered barriers to production and distribution, new tools for making goods on one’s own, and new platforms upon which businesses can be built, creators are becoming business builders, not just hobbyists. Chris Anderson, the editor-in-chief of WIRED magazine, and author of Makers: The New Industrial Revolution, is championing the movement towards manufacturing democratization. It’s essentially the next generation of DIY. Some may make things solely for their own use, while others will build businesses that in decades past were never possible.” For more in-depth data, click the following Web site address to read more and access, “Anthem Sightings, Vol.4, 2012: The Forecast Issue.”

Click to watch Kathy Oneto, vice president, brand strategy at Anthem Worldwide, in this recent BrandSquare Live Webinar “Inflection Point: Where Will 2013 Take Us?”

Anthem Worldwide is part of the brand development practice of Schawk (NYSE: SGK). Anthem's integrated global network provides innovative solutions to articulate, unify and manage brand impact to create compelling and consistent brand experiences. We do this by aligning our strategic, creative and executional talent worldwide with the business needs of companies seeking a competitive advantage. Anthem offers a full range of branding and design services through our network of world-class design professionals in 10 cities, including Chicago, Cincinnati, Hilversum (The Netherlands), London, New York, San Francisco, Singapore, Sydney, Toronto, and York (U.K.). For more information on Anthem, please visit Follow Anthem on

These are some of the findings of an Ipsos poll conducted December 17 to 25, 2012. For the survey, national samples of 500 adults per country were interviewed online in the U.S., U.K. and China; totaling a final sample of 1,500 adults across countries. Weighting was employed to balance demographics and ensure that the sample's composition reflects that of the universe at the country level. The precision of online polls is measured using a credibility interval. In this case, the poll has a credibility interval of plus or minus 3 percentage points for data reported across all three countries, and 5 percentage points for data on individual countries. All sample surveys and polls may be subject to other sources of error, including, but not limited to coverage error, and measurement error.

Kathy Oneto
VP, Brand Strategy, Anthem Worldwide
(415) 896-9399
Jennifer Adams
Corporate Communications
(513) 562-3506