Americans Believe Expressing Emotions is Healthy, Although Few Do It Often, Study Finds

DALLAS, March 23  /PRNewswire-FirstCall/ -- Only 15 percent of Americans say they let their feelings out often although 80 percent believe it is healthy to do so. These are some of the key findings released today in a national study exploring perceptions about emoting: "Letting It Out in America: The Social Landscape for Expressing Emotions."
"Research provides compelling evidence that letting out our emotions in constructive ways has significant health benefits; yet as a society, we value the ability to keep our emotions in check," says David Bersoff, Ph.D., senior vice president, Yankelovich. "This study helps us better understand what people think about letting it out, and the surprising gap between people's knowledge that it is good to do and their actual behavior. Americans have a real need to become more comfortable with releasing their emotions."
To let it out in a positive way, most people (73%) seek support from others. So to provide that support, the Kleenex brand today announced a cross-country tour to give Americans the inspiration and tools they need to release emotions. An extension of its national advertising campaign launched in January 2007, the Kleenex brand Let It Out Tour invites America to sit on the blue couch with the Good Listener and experience the relief of letting it out.
"The Kleenex brand holds a special place for millions of people because we are  there during life's most vulnerable moments," says Matt Crum, director of North Atlantic Kleenex Brand Development. "Our study reveals that Americans need to feel 'in control,' but at the same time, want to be more expressive. To let it out is about liberation from inhibitions, constraints and anxieties. And Kleenex is here to act as the facilitator between encouragement and release so people can share their feelings because, ultimately, they'll just feel better."
            A Nation on 'Letting It Out' -- Key Study Findings  Why Let It Out?
Given Americans' belief that releasing emotions is good for them, it's surprising that only 40 percent let it out in the average week and one-in-10 (11%) can't even remember the last time they did so.
  --  People believe letting it out is good for their emotional (86%) and      physical (83%) health.  --  Yet only half (51%) of those surveyed say they let it out about the      right amount.  --  The top two emotions people feel after letting it out are "relief"      (57%) and "at peace" (32%).  --  Other cited benefits: increased confidence and happiness.  Where do Americans Let It Out?
To let it out in a positive way, nearly three-in-four Americans (73%) just need a little help from someone else. People most often (66% of the time) express emotions to their significant other. The second most-desired audience is among friends (45%). "At work" (33%), and "when writing an e-mail" (30%) are also top places where people let it out.
The Times They Are A-Changin'
Though Americans may not let it out as often as they should, they are  making progress. Three-fourths (75%) of those surveyed agree that people are more likely to let it out now than they were 20 years ago. This movement is largely driven by today's young adults who express themselves more than ever before.
  --  While 60 percent of young adults (18-34) believe those who let it out      are happier, only 30 percent of adults over 50 agree.  --  Young adults are more reliant on others to help them let it out, such      as a good friend (64%) or someone to listen (62%).  --  Seventy-six percent of Americans believe kids and teens let it out      more than adults.  Are New Yorkers Losing Their Edge?
Nearly two-thirds (63%) of Americans believe New Yorkers let it out the most. However, just 38 percent of New Yorkers say they let it out in the last week, compared with half of Los Angeles residents and 44 percent of those from Chicago and Washington, D.C.
About the Study
Survey results were obtained through online interviews among a representative sample of American men and women over the age of 18. A total of 3,400 interviews (1,000 nationally; 2,400 in 12 cities) took place between Jan. 24 - Feb. 15, 2007. The margin of error for the national study is +/- 3.1%.
About Yankelovich, Inc.
The Segmentation Company (TSC), a division of Yankelovich, is a full-service custom research division conducting research for business, the media, associations, and government.  It specializes in studies conducted for media release as well as in segmentation research, positioning studies, brand equity, and market sizing.
About Kleenex Facial Tissue
The world's first and America's best-selling facial tissue, the Kleenex brand is recognized by families in more than 150 countries.  Invented in 1924, Kleenex tissues were initially marketed as a sanitary way to remove cold cream and makeup.  Once advertising was shifted to emphasize the product's use as a disposable handkerchief, however, sales soared.  Always the innovative leader, Kleenex brand facial tissue has met the needs of consumers for more than 80 years with products that provide the comforting, reassuring touch to make things better.
About Kimberly-Clark
Kimberly-Clark Corporation