Survey of Love and Forgiveness in American Society

prepared for the Fetzer Institute by StrategyOne October 2010 1 Methodology

n=1,000 US Adults age 18+ (Margin of Error: 3.1% in 95 out of 100 cases) n=200 Oversample of influencers* (Margin of Error: 6.9% in 95 out of 100 cases) Who n=300 Oversample in six geographic markets (Margin of Error: 5.7% in 95 out of 100 cases) Dallas; Detroit; New York City; San Francisco; Seattle; Washington, D.C.

How Online Data Collection

When August 4–15, 2010

•Influencers are defined as follows: -Business Influencer: currently holds a professional title of director or above -Community Influencer: has participated in at least three community activities like volunteering or charities or nonprofit organizations, attending public meetings, contacting politicians, or others in the past 12 months 2 Key Findings

A Growing Desire for Love and Forgiveness American adults recognize a need for more meaningful love and forgiveness. Sixty-eight percent of Americans agree (strongly or somewhat) that they need more meaningful love in their personal lives, and this number increases to 89% in their communities, 94% in America, and 95% in the world. Sixty-two percent of Americans agree (strongly or somewhat) that they need more forgiveness in their personal lives, and this number increases to 83% in their communities, 90% in America, and 90% in the world.

3 Key Findings

Americans Seek Greater Connection Globally Americans express a universal desire for a more loving and unified world. For example, most (61%) claim that if they better understood the values of people in other countries, there would be less conflict in the world, which indicates a need in our country for better understanding of foreign cultures and values and how those values align with our own. Additionally, 9 in 10 Americans agree that the world is too divided and apart, and 95% agree that we need more meaningful love in the world.

4 Key Findings

An Increasingly Fearful and Violent World The belief is prevalent in the United States that the world is increasingly becoming more fearful and violent. Ninety-one percent of Americans feel this way, and the majority of Americans also believe that both the United States and the world today are too divided and apart (87% and 90% respectively).

5 Key Findings

The Complexity of Forgiveness in America Sixty-seven percent of Americans agree that the US population is composed of generally forgiving people, but 58% also agree that there are instances where people should never be forgiven. The unforgiveable instances are murder (41%), abuse or sexual crimes (26%), or any intentionally committed crime (22%), suggesting that most Americans focus on crimes against an individual as being unforgiveable. Additionally, 60% of Americans believe that forgiving someone would first depend on the offender apologizing and making changes.

6 Key Findings

Americans Live with Distrust and Long to Belong While most Americans describe their personal communities as friendly, peaceful, respectful, and compassionate, 74% agree that most people would take advantage of others if they had the chance. In addition, 40% of Americans describe their communities as divided; 31% claim their communities are intolerant; and 27% state their communities are untrusting. The data also points to a clear majority who long to belong. 82% of Americans agree that it’s personally important to feel part of a community, and 58% say that they want to be a part of something bigger than themselves but don’t know how to begin.

7 Key Findings

Americans Are Becoming More Spiritual The United States is becoming an increasingly spiritual country. Seventy- six percent of American adults consider themselves to be spiritual, and 60% of American adults say they are becoming more spiritual as compared to five years ago. Furthermore, nearly three-quarters of American adults believe spirituality can help solve misunderstandings between cultures. Still, there is a segment of the population that doesn’t know where to turn to address their spiritual needs. Around one-third of American adults spend a lot of time grappling with spirituality, and more than one-in four have spiritual needs and don’t know where to turn for help.

8 Meaningful Love

9 Meaningful love in Americans’ personal lives is primarily about compassion and supporting others. Defining “meaningful love” US Population

21% 20% Ways to demonstrate “meaningful love”

8% 7% 7% 6% 6% 5% 5%

Being Helping others Sacrifices Acts of kindness Anticipating Respect Spending time Community Physical compassionate needs involvement affection

Asked among US Population •Thinking about the term “meaningful love,” how would you define this in the context of your personal life? 10 •What are some ways you demonstrate “meaningful love” in your personal life? Americans believe that meaningful love is not part of the workplace. Ways “meaningful love” is part of industry/field US Population

Main obstacle to “meaningful love” in the workplace

US Population Business influencers 13% 13% 11% 9% 7% 5% 5% 5% 5% 5% 5% 5% Top mentions Top Inappropriate in the Profits Selfishness Competition Lack of Bureaucracy workplace communication •In what ways do you think “meaningful love” is part of the industry or field in which you currently work? 11 •What do you think is the main obstacle to having more “meaningful love” in the industry or field in which you currently work? Americans indicate a strong desire for more meaningful love in their lives, particularly at the community and societal levels. Perceived Need for Meaningful Love % AGREE, Key Groups US Community Business Strongly agree Somewhat agree Somewhat disagree Strongly disagree Population Influencers Influencers

68% 67% 66% I need more meaningful love in my personal life 28% 40% 22% 10%

We need more meaningful 77% 77% 75% love in the industry or field 29% 48% 14% 9% in which I work

We need more meaningful 89% 87% 85% love in my community 42% 47% 9% 2%

We need more meaningful 94% 94% 92% love in America 58% 36% 4%2%

We need more meaningful 95% 95% 92% love in the world 62% 33% 3%2% US Population 12 •How much do you agree or disagree with the following statements? Forgiveness

13 Americans see an increasing need for forgiveness, particularly at the community and societal levels.

Perceived Need for Forgiveness % AGREE, Key Groups Strongly agree Somewhat agree Somewhat disagree Strongly disagree US Community Business Population Influencers Influencers

I need more forgiveness in my personal life 22% 40% 28% 9% 62% 63% 61%

We need more forgiveness in the industry or field in which I currently 27% 45% 18% 10% 72% 73% 72% work

We need more forgiveness in my 83% 83% 84% community 37% 46% 13% 4%

We need more forgiveness in America 51% 39% 7%3% 90% 91% 89%

We need more forgiveness in the 90% 93% 89% world 55% 35% 7%2%

US Population •How much do you agree or disagree with the following statements? 14 Attitudes about forgiveness are mixed, and more than half of Americans agree there are instances that do not warrant forgiveness. Situations of Forgiveness % AGREE, Key Groups US Community Business Strongly agree Somewhat agree Somewhat disagree Strongly disagree Population Influencers Influencers

In general, my forgiving someone 60% 49% 58% should depend upon the offender first 22% 38% 24% 16% apologizing and making changes

There are instances where people 58% 50% 60% should never be forgiven 24% 34% 23% 19%

US Population 41% Unforgiveable Instances 26% 22% 10% 4%

Murder Abuse / Sexual crimes Intentional crimes Betrayal Terrorism / War crimes US Population •How much do you agree or disagree with the following statements? 15 •What are these instances where people should never be forgiven? Americans believe that forgiveness is not part of the workplace.

Ways forgiveness is part of industry/field

US Population

Main obstacle to forgiveness in the workplace 18% 13% US Population Business influencers 12% 11% 11% 10% 7% 5% 6% 5% 6% 6% 4% 6% Top mentions Top Workplace is not Money Difficulty People's Selfishness Competitiveness Don't Know the setting forgiving behavior

•In what ways do you think forgiveness is part of the industry or field in which you currently work? 16 •What do you think is the main obstacle to having more forgiveness in the industry or field in which you currently work? Americans are more comfortable seeking help to forgive others than in seeking help to forgive themselves.

US Population

Turn to others for help to… Turn to: 54% Friend 69% 53% 41% Family member 54% 43% 30% Spouse 41% 29% Mental health professional 22% 27% Parent 37% 26% Clergy 27% 12% Support group 12% 7% Teacher 10% 7% Colleague To forgive yourself 15% 6% To forgive others Forgive yourself Forgive others God 4%

•Have you ever turned to anyone for help or guidance in trying to forgive others? •Have you ever turned to anyone for help or guidance in trying to forgive yourself? 17 •Which of the following have you turned to? Influencers demonstrate similar attitudes to the general public, but they are more comfortable turning to a variety of support sources. Community and Business Influencers

Turn to others for help to… Turn to: 53% 59% Friend 69% 40% Family member 47% 54% 35% Mental health professional 27% 33% Clergy 37% 30% Spouse 39% 25% Parent 33% 21% Support group 18% 14% Colleague 21% 8% Teacher 10% To forgive yourself 6% Forgive yourself Forgive others God To forgive others 4%

•Have you ever turned to anyone for help or guidance in trying to forgive others? •Have you ever turned to anyone for help or guidance in trying to forgive yourself? 18 •Which of the following have you turned to? Most Americans seek help from friends and family when grappling with a personal problem. Where You Turn for Personal Guidance Community and Business US Population I have resources Influencers 3% 10% 2% I don't know where 6% to turn I don't look for help 87% 92%

Family 62% Family 66% Friends 56% Friends 64% Physical activity or hobby 32% Physical activity or hobby 42% Religion or spirituality 27% Religion or spirituality 35% Meditation 22% Meditation 31% Published materials 18% Published materials 29% Personal indulgences 17% Personal indulgences 19% A personal advisor 13% A personal advisor 17% Online communication 10% Online communication 15%

•To which of the following do you turn for support when you are struggling with a personal problem? 19 Religion & Spirituality

20 Americans are uniformly committed to leading spiritual, connected lives. Importance of Values % IMPORTANT, Key Groups Community Business Very important Somewhat important Not very important Not at all important US Population Influencers Influencers

To find inner peace 63% 32% 4% 1% 95% 96% 95%

To lead a life of high 95% 95% 95% moral value 60% 35% 3% 1%

To find meaning in my 94% 95% 93% life 62% 32% 4% 2%

To feel part of a 82% 90% 87% community 33% 49% 15% 3%

US Population •How important would you say each of the following is in your personal life? 21 Most Americans consider themselves “spiritual.”

Spiritual, but not religious Religious, but not spiritual Both Neither

US 35% 6% 41% 18% Population

Business 37% 10% 34% 19% Influencers

Community 39% 6% 42% 13% Influencers

•Thinking about religion and spirituality, which of the following best describes you? 22 Americans who are both religious and spiritual lead lives more aligned with their beliefs.

% Life is well connected with beliefs

95% 90% 91% 88% 86% 84% 79% 77% 74%

Spiritual only Religious only Both Spiritual only Religious only Both Spiritual only Religious only Both

US Population Community Influencers Business Influencers

•How well connected is your life with your spiritual beliefs? (Asked among spiritual only.) •How well connected is your life with your religious beliefs? (Asked among religious only.) 23 •How well connected is your life with your spiritual/religious beliefs? (Asked among both spiritual and religious.) Spirituality is a common factor in Americans having more trust and openness to others.

Forgiveness not conditional Trust of others Positive global views % DISAGREE % DISAGREE % DISAGREE “In general, my forgiving someone should “Most people would take advantage of “People in other countries are generally depend upon the offender first apologizing others if they had the chance” intolerant people” and making changes in their behavior” 63% 59% 50% 51% 47%

35% 35% 35%

19%

Spiritual only Religious only Both Spiritual only Religious only Both Spiritual only Religious only Both

24 •How much do you agree or disagree with the following statements? Americans understand religion as a set of beliefs and practices of faith. Participation in an Definition of Religion organized, structured Believing in God, version of spirituality. going to my church, having the right to go to my choice of Religion is man's Religions are the Religious does not church. attempt to explain his greatest lie ever told to necessarily mean existence and his mankind. Its a tool you attend church connection to the used by people to gain every Sunday. It universe of which he and/or maintain power means you believe is a part. Having a and control. in a greater power. belief in God and living by Religion for me is the example. Attending a local A dogma or set practice of rituals that church..being a part of rules that connect me with my of that church people band spiritual beliefs. Religion is community. together to a gateway, though not the follow. only gateway, to 23% 21% spirituality. 17% 16% 10% 9% 8%

Belief/Faith in God Practices/Worship System of beliefs Organized/Structured Belief in higher power Sharing of beliefs Dogma/Defined faith beliefs US Population 25 •What does the term “religion” mean to you? (Mentions less than 10% omitted from table.) Americans understand spirituality to be more personal than religion. Definition of Spirituality

You live your life in the Spirituality means the love 'spirit' of Christ. and worship of GOD. Spirituality is the feeling of peace and serenity you get knowing there is a power greater than yourself who Having a personal knows what is best for you. Religion is for people who relationship with are afraid of going to hell, Spirituality is for the God. That you are kind, and people who have already compassionate, and you think lived through it. about broader things than yourself, like making the world a To me, it means better place, and having a moral having faith in a code that you live by, and being higher power or in good to others. something greater 22% 21% than you.

10% 7% 6%

Belief/Faith in God Belief in higher power Faith (general) Self-awareness Inner peace US Population 26 •What does the term “spirituality’” mean to you? (Mentions less than 5% omitted from table.) Attitudes about religion and spirituality differ. Americans are more likely to see spirituality as relevant and useful. Perceived Relevance of Religion and Spirituality % Agree

Religion is largely old-fashioned and out of date 42%

Spirituality is largely old-fashioned and out of date 22%

Science and religion are in direct conflict 19%

13% Negative attitudes Negative Science and spirituality are in direct conflict

Religion can help solve misunderstandings and gaps between cultures 54%

Spirituality can help solve misunderstandings and gaps between 72% cultures

Science and religion are both useful 39%

Science and spirituality are both useful 40%

Positive attitudes Positive Science and religion are compatible 18%

Science and spirituality are compatible 22% 27 •How much do you agree or disagree with the following statements? US Population Those who are both religious and spiritual are most likely to participate in religious/spiritual practice.

Religious/Spiritual Practice % FREQUENTLY, Key Groups Community Business Spiritual Religious % Once per week or more US Population Influencers Influencers only only Both

Pray privately 59% 62% 61% 50% 62% 87% outside of church 59%

36% 46% 52% 41% 35% 49% Meditate 36%

28% 37% 38% 12% 46% 54% Attend a church 28%

Spiritual activity 27% 36% 41% 29% 29% 38% not connected 27% with a church

US Population

•How often do you do each of the following activities? 28 Americans have a growing interest in spirituality and are searching for guidance.

% AGREE, Key Groups Connection to Spirituality US Community Business Spiritual Religious % Agree Population Influencers Influencers only only Both

I believe the events in my life unfold 69% 67% 69% 63% 71% 89% according to a divine or greater plan 69%

Compared to 5 years ago, I am 60% 63% 67% 66% 42% 77% becoming more spiritual 60%

I want to join and be a part of something bigger than myself but I 58% 58% 52% 56% 56% 58% 57% don’t know how to begin I have spiritual needs that are not addressed by a traditional religious 48% 48% 52% 56% 70% 45% 39% institution

Compared to 5 years ago, I am 41% 41% 44% 22% 55% 67% becoming more religious 41%

I spend a lot of time grappling with the 31% 30% 39% 30% 45% 31% issue of spirituality 31%

I have spiritual needs and I don’t know 27% 22% 32% 27% 43% 24% where to turn 27%

US Population

•How much do you agree or disagree with the following statements? 29 Many Americans believe their religion is the right one.

How Religious Preference Affects Lifestyle % AGREE, Key Groups Strongly agree Somewhat agree Somewhat disagree Strongly disagree US Community Business Population Influencers Influencers

The religion I believe in is the right religion 30% 33% 16% 20% 63% 57% 60%

I believe interfaith 21% 16% 25% marriage is wrong 7% 13% 27% 52%

Children should be raised with… 46%

24% 9% 12%

Organized religion Spiritual guidance Both Neither US Population •How much do you agree or disagree with the following statements? 30 •Do you believe that your children should be raised with… (Asked of respondents with children.) Community & Self

31 For many, “community” is defined by close geographic proximity.

Community and Business US Population Influencers

The people and houses in my neighborhood The broader locale or city in which I live Community as Community as The state in which I live neighborhood or city 88% neighborhood or city 87% The country in which I live 2% 2% 4% The world in which I live 5% 6% 7% 34% 47%

41% 53%

•Thinking about the word “community,” geographically, do you define this primarily as… 32 Influencers have a wider definition of their personal community than other Americans. Key Groups Definition of Personal Community Community Business US Population Influencers Influencers

My neighbors 76% 76% 82% 75%

My family 72% 72% 80% 78%

The people and groups with whom I 60% 60% 75% 69% spend the greatest amount of time

40% 53% 49% My church/local religious group 40%

36% 46% 56% My company/co-workers 36%

Organizations and associations I am a 34% 34% 56% 52% member of

23% 32% 34% My online social networks 23%

US Population

•Thinking about your personal community, whom do you include… 33 Americans recognize the positive qualities of their communities, but also identify room for improvement.

Preference for Personal Community

92% 89% 89% Currently describes community Wish my community was more 85% 83% 82% 81% 77% 73% 73%

40% 35% 33% 31% 25% 26% 27% 22% 21% 20% 18% 16% 16% 13% 1% 2% 2% 1%

US Population

•Thinking about this personal community, how well do you agree that each of these terms describes your community now? 34 •Which of the following do you wish your personal community was more of? Americans want to be a part of a community and are looking to belong to something bigger than themselves.

Importance of Community Joining Something Bigger % IMPORTANT % AGREE “To feel part of a community” “I want to join something bigger than myself, but I don’t know how to begin.” 82% 87% 90%

58% 56% 52%

US Population Community Business US Population Community Business Influencers Influencers Influencers Influencers

•How important would you say each of the following is in your personal life? 35 •For each of the following statements, please indicate how much you agree or disagree. Americans believe that both the United States and the world are too divided and apart.

Perception of Social Health

Strongly agree Somewhat agree Somewhat disagree Strongly disagree

America today is too divided 42% 45% 10% 3% and apart

The world today is too divided 46% 44% 8% 3% and apart

The world is increasingly becoming more fearful and 48% 43% 7% 2% violent

Most people would take advantage of others if they 29% 45% 23% 3% had the chance US Population

•For each of the following statements, please indicate how much you agree or disagree. 36 The majority of Americans have similar perceptions of themselves as they do of people around the world. Perceptions of Foreign Cultures

77% Are generally compassionate people 72% 76% Are generally loving people 71% 75% Are generally religious people 76% 67% Americans Are generally forgiving people 61% People in other countries 65% Are generally spiritual people 76%

If they understood others' values better, there would be less 61% conflict 52% 49% Are generally intolerant people 43% US Population •How much do you agree or disagree with the following statements? (Total % Agree shown) 37 Question split sampled [Americans] [People in other countries] Detailed Findings by City

38 Dallas

I need more meaningful love in my 26% 44% 19% 11% 93% 90% 91% 88% 87% 87% 87% personal life 83% 77% 80%

We need more meaningful love in my community 40% 44% 12%4% 35% 35% 28% 36% 22% 28% 21% 23% 24% 27% 24% 12% 20% 16% 0% 1% 0% 0% We need more meaningful love in America 60% 33% 3%3%

We need more meaningful love in the world 65% 28%3%3%

Currently describes community Wish my community was more

I need more forgiveness in my personal 90% life 22% 43% 26% 9%

We need more forgiveness in my community 33% 49% 16%2%

22% We need more forgiveness in America 54% 40% 5%1%

We need more forgiveness in the world 59% 35% 5%1% The world is increasingly more I have spiritual needs and I don't fearful and violent know where to turn Strongly agree Somewhat agree Somewhat disagree Strongly disagree % Agree

39 Detroit

I need more meaningful love in my 92% 26% 42% 24% 8% 85% 86% 86% 84% 81% 84% personal life 75% 72% 74% We need more meaningful love in my 36% 52% 9%2% 37% community 30% 25% 30% 25% 24% 20% 20% 20% 13% 17% 17% 20% 18% 1% 2% 1% 1% We need more meaningful love in America 56% 39% 3%2%

We need more meaningful love in the world 61% 33% 4%2%

Currently describes community Wish my community was more

I need more forgiveness in my personal 92% life 20% 40% 34% 6%

We need more forgiveness in my community 35% 47% 16%2%

24% We need more forgiveness in America 50% 39% 9%2%

We need more forgiveness in the world 54% 38% 7%1% The world is increasingly more I have spiritual needs and I don't fearful and violent know where to turn Strongly agree Somewhat agree Somewhat disagree Strongly disagree % Agree

40 New York City

I need more meaningful love in my 89% 88% personal life 32% 36% 20% 11% 86% 84% 81% 79% 82% 84% 67% 68% 49% We need more meaningful love in my community 38% 50% 10%2% 31% 29% 33% 34% 32% 27% 21% 23% 25% 17% 9% 14% 16% 5% 2% 1% 2% We need more meaningful love in America 50% 43% 4%2%

We need more meaningful love in the world 56% 39% 4%1%

Currently describes community Wish my community was more

I need more forgiveness in my personal 88% life 24% 38% 26% 12%

We need more forgiveness in my community 31% 49% 15%5%

31% We need more forgiveness in America 40% 48% 10%2%

We need more forgiveness in the world 48% 42% 8%2% The world is increasingly more I have spiritual needs and I don't fearful and violent know where to turn Strongly agree Somewhat agree Somewhat disagree Strongly disagree % Agree

41 San Francisco

I need more meaningful love in my 92% 25% 44% 24% 7% 88% 91% 91% 89% 83% 85% 88% personal life 67% 58% We need more meaningful love in my 38% 40% community 34% 56% 8%2% 30% 25% 30% 26% 24% 24% 23% 20% 14% 12% 17% 17% 2% 1% 1% 1% We need more meaningful love in America 49% 45% 5%1%

We need more meaningful love in the world 56% 38% 4%1%

Currently describes community Wish my community was more

I need more forgiveness in my personal 18% 42% 31% 9% 85% life

We need more forgiveness in my community 27% 51% 19%3%

24% We need more forgiveness in America 44% 47% 7%2%

We need more forgiveness in the world 46% 47% 5%2% The world is increasingly more I have spiritual needs and I don't fearful and violent know where to turn Strongly agree Somewhat agree Somewhat disagree Strongly disagree % Agree

42 Seattle

I need more meaningful love in my 92% 23% 41% 26% 10% 88% 90% 89% 86% 84% 83% 84% personal life 62% 65% We need more meaningful love in my 37% 47% 12%4% 31% 30% 33% community 24% 21% 19% 18% 15% 19% 14% 12% 13% 20% 13% 0% 1% 1% 0% We need more meaningful love in America 51% 41% 5%3%

We need more meaningful love in the world 54% 37% 6%3%

Currently describes community Wish my community was more

I need more forgiveness in my personal 88% life 17% 41% 31% 11%

We need more forgiveness in my community 33% 47% 16%4%

23% We need more forgiveness in America 45% 44% 7%3%

The world is increasingly more I have spiritual needs and I don't We need more forgiveness in the world 50% 43% 4%3% fearful and violent know where to turn to help me with them Strongly agree Somewhat agree Somewhat disagree Strongly disagree % Agree

43 Washington, D.C.

I need more meaningful love in my 91% 22% 41% 27% 10% 87% 88% 86% 80% 82% 81% 88% personal life 68% 71% We need more meaningful love in my 30% 50% 16%4% 36% 35% community 28% 21% 23% 23% 29% 27% 16% 17% 13% 13% 15% 19% 1% 2% 1% 1% We need more meaningful love in America 47% 42% 7%4%

We need more meaningful love in the world 51% 41% 5%3%

Currently describes community Wish my community was more

I need more forgiveness in my personal 18% 39% 34% 9% 84% life

We need more forgiveness in my community 29% 49% 20%2%

26% We need more forgiveness in America 46% 43% 10%1%

We need more forgiveness in the world 50% 40% 8%2% The world is increasingly more I have spiritual needs and I don't fearful and violent know where to turn Strongly agree Somewhat agree Somewhat disagree Strongly disagree % Agree

44 Demographics

45 Demographics

Business Community Business Community Gen Pop Gen Pop Influencers Influencers Influencers Influencers 18-24 14% 4% 10% High School or less 21% 9% 8%

25-29 10% 9% 7% Some College 35% 22% 31% 30-34 10% 13% 8% Education College graduate 29% 38% 35% Age 35-44 22% 22% 18% Professional/Graduate 14% 31% 26% 45-54 22% 24% 21% School 55-64 16% 19% 27% Public School 82% 76% 77% Type of 65+ 6% 8% 11% Parochial/Religious School 10% 12% 14% School Male 45% 59% 41% Gender Private School 5% 9% 6% Female 55% 41% 59% Employed Full-Time 40% 75% 46% Northeast 24% 31% 26% South 29% 24% 25% Employed Part-Time 14% 14% 14% Region Midwest 23% 17% 20% Part-Time Student 1% 0% <1% West 23% 29% 30% Full-Time Student 7% 3% 7% Dallas 4% 11% 10% Employment Retired/Semi-Retired 10% 4% 15% Detroit 3% 9% 11% Status Unemployed, looking for 13% 2% 9% NYC 16% 23% 18% work Metropolitan Unemployed, not looking San Francisco 5% 15% 16% 2% 1% <1% Areas for work Seattle 2% 10% 12% Homemaker/Unpaid 8% 0% 5% DC 4% 12% 13% caregiver None of these cities 65% 20% 20% Disabled 5% 1% 3%

46 Demographics

Business Community Business Community Gen Pop Gen Pop Influencers Influencers Influencers Influencers Caucasian 76% 78% 79% Business 9% 27% 12% African-American 8% 6% 8% Education 8% 10% 12% Asian 5% 8% 6% Health 4% 7% 7% Ethnicity Hispanic 9% 5% 5% Government 5% 6% 6% American Indian <1% 1% 1% Engineering 3% 6% 4% Middle-Eastern <1% <1% <1% Labor 3% 2% 3% Other 2% 1% 2% NGO/Non-profit 2% 5% 4% >$20,000 15% 5% 8% Communications 2% 5% 2% $20,000-$34,999 19% 8% 12% Law 1% 2% 2% Occupation $35,000-$49,999 17% 11% 15% Arts 1% 3% 1% Income $50,000-$74,999 21% 20% 22% Design 1% 3% 2% Level $75,000-$99,999 14% 18% 18% Sports 1% 2% 1% $100,000-$149,999 8% 19% 15% Natural Sciences <1% 1% 1% 1% 1% 1% $150,000+ 4% 17% 10% Religion Social Sciences <1% 1% 1% McCain 29% 29% 34% Humanities <1% 1% 1% Voting Obama 43% 56% 53% None of these 28% 28% 19% Preference Other 4% 6% 5% Not currently 34% 0% 28% Did not vote 23% 9% 8% professionally employed

47 Demographics

Business Community Business Community Gen Pop Gen Pop Influencers Influencers Influencers Influencers C-Suite 5% 31% 6% Children in Yes 34% 39% 31% President 3% 20% 5% HH No 66% 61% 69% Executive Vice President 1% 7% 2% Protestant / Christian 36% 26% 34% Senior Vice President 1% 4% 1% Catholic 22% 26% 24% Vice President 1% 7% 2% Professional Titles Director 4% 31% 8% Born-again 11% 8% 12%

Manager 16% 0% 20% Jewish 4% 9% 7% Other Professional Staff 32% 0% 37% Member Evangelical 2% 5% 4% Not currently 13% 0% 5% professionally employed Buddhist 1% 2% 2% Religion Believe in God, but not None 23% 0% 14% 1% 4% 2% organized religion Married 47% 56% 52% Hindu 1% 3% 1% In a relationship, but not 13% 8% 10% married Muslim 1% 2% 1% Marital Single 25% 22% 21% Status None/Atheist/Agnostic 9% 9% 10% Widowed 3% 3% 4% Divorced 11% 9% 11% Other 20% 20% 21%

Prefer not to answer <1% 1% <1% Don’t Know/Refused 7% 6% 5%

48