Europe 2013: A Continent Adrift
A Publicis Groupe Study on Emerging from Recession in Europe
PARIS -- May 7, 2013
Publicis Groupe (Paris:PUB):
How will Europe find its way out of recession —and indeed, will it ever do so?
Who will emerge from this trial stronger, and who will have been weakened?
How are ordinary Europeans reacting to the recession? Do they fear the worst
is yet to come, or feel that better days are coming? How do they think their
countries will overcome the crisis —deploying what assets, what skills, thanks
to which decisive actors? What reforms are Europeans prepared to envisage in
order to re-boot economic growth and push back unemployment? Which measures do
they view as necessary, acceptable, indispensable —or, on the contrary,
pointless, even counter-productive? Finally, how and to what extent are they
prepared to reshape their daily lives in order to adapt to the new reality?
In order to explore these topics with depth and insight, Publicis Groupe
[EURONEXT PARIS: FR0000130577] recently set up an unprecedented and ambitious
new Europe-wide study grounded in two parallel and complementary
*A quantitative study by Ipsos/CGI across six of the most symbolically
vital countries of the European Union: France, Germany, Great Britain,
Italy, Spain and Poland.
*A qualitative online study led by FreeThinking —Publicis Consultants's
collaborative research lab —to look at five communities in France,
Germany, Great Britain, Italy and Spain.
These two complementary studies outline the contours of Europe's economic and
social landscape, as seen by its citizens. They also paint a portrait of their
personal economic situations, whether or not recession has hit them hard— how
and what they consume, their fears, and their hopes for the future.
Maurice Lévy, Chairman and CEO of Publicis Groupe, declared “This study is
disturbing — and thus extremely useful — in many different ways. Ultimately, I
think, its main take-aways are these:
*Yes, the effects of this recession will be deep, cruel and lasting. Given
the degree of disenchantment now evident, and the corrosive nature of its
underlying causes — distrust, multiple forms of suffering, disengagement
and rage — the task of reconstruction that must be engaged by the leaders
of our political, economic and social institutions is simply immense. It
would be criminal to underestimate this, or to remain oblivious to it.
*Europeans feel that the business sector will have an essential role in
ending the crisis, and this magnifies our responsibility as heads of
companies. Never has there been such a strong requirement of invention and
re-invention, or so great a duty to boost employment.
*Profound shifts are currently taking shape among consumers, and business
leaders will need to anticipate these. Yesterday's formulas will not work
any longer. We need to find new solutions through innovation, inventivity,
and precise and attentive marketing.
*Closer to home, I note that the French are the most pessimistic of all
Europeans in this study, for they see clearly that real reforms have not
yet been effected and are anxious about the absence of a clearly outlined
“There can be no hope without fear, and no fear without hope” said the great
17th century philosopher Baruch Spinoza. Here we see the fear of a somber
future. We must hope that it will inspire decision-makers to put an end to
their illusions about growth on credit, via galloping levels of debt — and
that they will now lead a determined drive for the structural reforms and
public spending cuts that can be the only basis for a European future grounded
in healthy, solid and sustainable growth”.
About Publicis Groupe
Publicis Groupe [Euronext Paris FR0000130577, CAC 40] is one of the world’s
leading communications groups. We offer the full range of services and skills:
digital (DigitasLBi, Razorfish, Rosetta, VivaKi), creative services (BBH, Leo
Burnett, Publicis Worldwide, Saatchi & Saatchi), public affairs, corporate
communications and events (MSLGROUP), media strategy, planning and buying
(Starcom MediaVest Group and ZenithOptimedia) and healthcare communications,
with Publicis Healthcare Communications Group (PHCG). Present in 108
countries, the Groupe employs 58,000 professionals.
www.publicisgroupe.com | Twitter:@PublicisGroupe | Facebook:
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