What are the hopes and fears of the European citizen? We bring you further insights into conversations on the Europe crisis and recovery, taken from the recently published Publicis Groupe survey conducted by FreeThinking and Ipsos/CGI.

1. EUROPE 2013
A Continent Adrift
How do Europeans talk among themselves
of the crisis and of the exit of the crisis?
June 2013

2. 2
A presentation extracted from a Publicis Group survey made
by FreeThinking and Ipsos/CGI
Divided in 5 communities of 70/80 people from
France, Germany, Italy, Spain and the United
Kingdom.
Living in France, Germany, Italy, Spain, United
Kingdom and Poland.
FreeThinking gathered on its private
collaborative platform :
Ipsos/CGI asked :
From the 14th of March to the 7th of April, 2013 From the 12th to the 22nd of March, 2013
Over 6 000 Europeans
(representative sample)
Almost 400 upper middle class Europeans

3. 3
4 key elements
1. From shock to serenity
2. All together or alone against the world ?
3. Over-prepared, well-prepared or unprepared to face the crisis
4. Exit strategies : visions of how to overcome the recession

4. 1. From shock to serenity
4

5. 5
1.1 Different impacts
On their personnal lives
On their countries
« Continuous » shock Saturation Serenity
Impact + Impact -

6. 6
Continuous schock
« We would never have believed it
could have got to this point »
Catastrophically low morale
With the perception of never having
experienced a worse period.
Fear of losing their homes
Even stronger than the fear of
unemployment.
Severe consumption trade-offs
Already been adopted.
Expression of great vehemence (in behaviours and feelings)
Regarding the economic and political elite, and even the royal family

7. 7
« Never, in this country, have we experienced such a deep crisis ; we all have a family member who is unemployed
or in financial difficulty. If someone had said to me five years ago that we would fall so low, I wouldn’t have
believed him. Banks are no longer lending, families can’t pay their mortgages, every day loads of people are being
evicted: we are all affected, either directly or indirectly.” - Spain
« Those who squander money need to know that their lives are going to change, that they risk permanent
destitution and prison, and it’s important that this happens. It’s only after we’ve managed to achieve this that we should
ask people to make sacrifices, and not start by taking the easy option » - Spain
Managing to save money :
37%
43%
44%
26%
46%
29%
30%
Average :
Almost 1 Spaniard out of 2 declares that
himself or a family member has known,
because of the crisis, a period of
unemployment after an economic
redundancy. (Average = 28%)

8. 8
Saturation
« It just can’t go on any longer»
Crippled
By taxes, the impression of living in continuous
decline, carrying the entire weight of the country
on their shoulders
Compelled
To severely restrict their consumption
Worried
By the idea of losing their job from one day to the next
Perception of de-industrialisation
In France and Italy alike, both individuals and the country as a whole are perceived as reaching the
« breaking point »
Lack of ressources. Fall in social status for the individual. The fear of an irreversible decline for the country

9. 9
« What saddens me most when I’m walking through the streets of my hometown is the number of
shops that are going out of business day after day, factories that are closing down, tradespeople who are
barely managing to keep their heads above water, the sad atmosphere you can sense, the impression of a total
lack of any desire to fight, the feeling of resignation, that’s what frightens me the most » - Italy
Managing to save money:
37%
43%
44%
26%
46%
29%
30%
Average
42% of Italian gave up a medical treatment / a
surgery prescribed by a doctor because of the
price. (Average= 21%)

10. 10
« The crisis isn’t over yet. It’s still looming
over us. On top of which, the politicians
hide the real truth from us. And I think
that, in 2014, the situation will spiral
dramatically out of control in France.
Because the population will be really
impoverished. The state should lead by
example rather than taking actions that
conflict with their discourse. The French
will be surprised when they receive their
income tax assessment in August 2013.
What a scandal… Personally, I’m saving at
the moment so I’ll be ready to face the real
crisis » - France
Managing to save money :
37%
43%
44%
26%
46%
29%
30%
Average :
Only 12% of French
declare that they or a member of their family
have faced unemployment after an economic
redundancy due to the crisis.
(Average = 28%)
French people screaming… … before being hurt?

11. 11
« It’s difficult, but business will take off again »
Established casualization …
… but a strong desire to avoid panic.
To stay open to new initiatives.

12. 12
« People have tightened their belts and spending has dropped so we are in a spiral of decline whereby less
spending leads to further loss making companies leading to more job losses, ad infinitum. Very circular. The fact
is that the debt to income ratio is at its lowest point for generations and we have super low interest rates; so
part of the “savings” trend is induced only by fear. I’m being optimistic that things will get better – these
things are (historically) cyclical. » - UK
Managing to save money :
37%
43%
44%
26%
46%
29%
30%
Average :
43% of Britons think that the crisis hasn’t
really changed things, and that the situation
is almost the same than before.

13. 13
« Honestly, I haven’t even noticed the recession »
Serenity
Today the recession is over in Germany.
And has become only a distant echo from abroad…
A very strong confidence in the German economy
The recognition that the crisis has been well managed
Broadly accepted mesures
Flexible work schemes in particular. The « cash for
clunkers » plan too.
Have enabled swift exit from recession and a move into
recovery

14. 14
« Honestly, I have to say that I followed all these events but that personally, I didn’t notice the crisis at
all. We know very well that there are big problems but it all seems very unreal as it hasn’t affected us
at all. Like a distant war. » - Germany
More than 1 German out of 2 thinks
that the crisis hasn’t really changed
things, and that the situation is
almost the same than before.
Managing to save money :
37%
43%
44%
26%
46%
29%
30%
Average

15. 15
1.2 Different visions of the future
Perceptions of the future differ greatly
The future has no future
Or little future
The future isn’t easy
But it’s in our hands
The future looks good

16. To a point of no return ?
16
The future has no future
Or a little future
Emigrating : an
increasingly realistic
solution for young people
acuteness + acuteness -
Becoming a Third World country:
the worst is yet to come, people
need to take shelter.
« Why bother studying? The people who make a
good living are the celebrities. Why bother studying?
At the end of the day, only thieves make a decent
living. Why bother studying? So that Germany can
do even better? Why bother working, why
bother making an effort, why improve
productivity since, at the end of day, I won’t
have a pension? Why make an effort? ... Tomorrow,
perhaps, my boss will decide that I earn too much
money and will kick me out the door because I’m
not profitable. WHY? » - Spain
« Unfortunately, I’m afraid that
we will not find a way out of
this crisis, because in Italy, the
conditions required to make
this happen in the short term (in
the next five years) just don’t
exist. I hope that my children
will succeed in finding
work in a (foreign) country
where the conditions are
better. » - Italy
« The economic crisis that is
sweeping through France really
frightens me, the situation must not
get to the point it’s reached in
Greece or Spain… I think however,
you don’t have to be pessimistic
to think that we are well on the
road to reaching that point with
the current government – the
Socialist Party is in power in Greece
just it has been in France for almost
a year now… » - France
No longer being the master of its own
destiny: It’s Merkel who decides
everything

17. The future looks good
17
The future isn’t easy
But it’s in our hands
« Fairly resilient »
… but still in control of their destiny :
Thanks to the non
integration to Europe
Thanks to the
individual responsibility
« The country’s situation seems to be a lot better than
other European countries because we’re not tied into
policy by the Euro. We still have full control over
our own destiny as it were. I anticipate things will
get better especially when the ConDem government
get booted out of office, when everyone realises what a
shambles they are » - UK
« We’re doing well and we’re well prepared »
Problems may arise
Pensions and low interest rates
… but they will be solved calmly
Functioning frameworks for dialogue :
Companies, government and trade unions, …
Not in a very good shape economically speaking…
« Germany is still the driving force of Europe and
still number one in terms of its economy. (…) All in
all, I think that Germany can be counted among the
winners (if there is anything to be won from the crisis »
- Germany

18. 18
When your children are your age, you think they will live … ?

19. 2. All together, or alone against the world ?
19

20. 20
All together Alone against everyone (or almost)
2 opposing models
2. All together, or alone against the world ?
Two opposing views of the main players in the recovery process
Northern Europe Southern Europe
A mistrust background
Difficulty in thinking collectively
Confident : in the future and in each other
Combative: individually and together

21. 21
Consensus, or at least a duty to agree
ALL social and economic institutions have a positive role to play
And have played it well and continue to do so.
Government and opposition
Trade unions
Big companies
All together
Europe

22. 22
« Without the trade unions, Germany would
not be Germany! They are indispensable and
provide a counterbalance for social inequalities.
Even if I’m not a member of a union, I find them
good and very useful!» - Germany
For each of the following
players, would you say
that they offer constructive
solutions in the face of
the economic crisis?
« I think some of the austerity measures
are a step in the right direction. We need to
reduce the UK’s debt burden but perhaps not
as deeply or quickly as is currently touted
by the tories » - UK
All together

23. 23
Alone against everyone or almost
A systemic « cancer ».
NO institutional actor is seen as likely to provide solutions.
Government and opposition
Trade unions
Big companies
Europe
« The measures taken are not popular at all and penalise the middle
classes. It wouldn’t bother me if the following condition were fulfilled
“THAT THE OFFICIALS HAVE THEIR ASSETS EXPROPRIATED
AND ARE PUT IN PRISON”, THAT IS FOR SURE!!!”» - Spain
« Our country makes me sick (…). It’s disgraceful, I’m ashamed of
being Italian (…). We’re just a joke to the rest of Europe, our money
disappears into the pockets of those people who call themselves
“politicians”. They are all the same, they’re thieves, we’re a country of
thieves. The only thing that would save us would be honesty, a
word that is unknown in Italy. I prefer not to add anything else,
as we know that there is no freedom of speech in this country
» - Italy

24. 24
Alone against everyone or almost
A « cancer » - almost - systemic
The same critics than in Spain and Italy. But in more moderate terms.
Government and opposition
Trade unions
Big companies
Europe
« Our country is suffering the consequences of the economic crisis
and our government seems to be either powerless or lazy!
I don’t think we will save the French economy by raising taxes and
increasing the number of working tax credit beneficiaries! The
government doesn’t seem to be supporting French industry which
would assist in safeguarding or even creating jobs. » - France
For each of the following
players, would you say
that they offer constructive
solutions in the face of
the economic crisis?

25. 25
For each of the following players,
would you say
that they offer constructive
solutions in the face of
the economic crisis?
« The economy will be saved through growth, and growth can only come from businesses, small and big. Let’s
stop demonizing the big businesses: they are the ones that drive the medium-sized enterprises which
in turn drive the small businesses, all of which provide people with jobs. » - France
European companies, our hope of salvation by default?
The most able to find solutions VS the inability of public actors.
Note: less confidence in big business.
.
Less valued by the political
and media discourse
Suspected of collusion with
the financial system,
Associated with large-scale
social plans.

26. 26
Hostility vs private/public partnership Open mindedness vs private/public partnership
‘Yet another way to
take advantage of us’
‘Everyone to his trade’
‘The privatisations were a disaster’
A pragmatic stance : using the power and
efficiency of large corporations
« It could be done but always with a public management body (…). Partnerships could also be
put in place when certain businesses offer a technical skill that the public sector
doesn’t have, or even if they possess greater investment capacity. » - France
The idea of a private/public partnership seduces French and Spaniard
European companies, our hope of salvation by default?

27. 3. Over-prepared,
Well-prepared,
Unprepared to face crisis
27

28. 28
3. Overarmed, armed, unarmed to face recession
Contrasting attitudes to social cohesion and national abilities.
3 models emerge :
« Over-prepared » « Well-prepared » « Unprepared »

29. 29
The « over-prepared » model
« Deutsche Qualität, Deutschland über alles »
An effective government policy Historical strength
A flexible labor
market
An effective social
dialogue
The unique German quality
« I think that companies are well-prepared, in particular because they can fall back on part-time
work from time to time. (…) Businesses seem to be doing well, and I’m very optimistic about their
ability to survive another crisis, should it occur. » - Germany
A doubt on the ability to maintain a high export level
VS a strong dependance on the rest of Europe
« Germany is dependent on its exports which could also present itself as a major weakness. If
there are further international repercussions on the economy, it will have a very big impact on
Germany. » - Germany

30. 30
The « well-prepared » model
An insufficiently stimulated economy
Immigration perceived as an unfair
competition for « British workers »
For 55% of Britons, the immigration level is
the first problem to solve in order to
recover from the crisis more quickly
« The British bulldog / worker spirit »
A position outside
the eurozone
A strong business relationship with
the commonwealth / the US
A character trait that is valued in business :
The « British bulldog spirit »
« There are many companies who can’t do
much because they cannot get any cash from
the banks. They won’t go broke, but cannot
expand. They just coast unproductively » - UK
« The advantages are: pound
instead of euro, island
isolation, English language,
economical links with
commonwealth countries,
strong presence in
international relations » - UK

31. 31
The « well-prepared » model
« Bella maniera VS vergogna »
Escapist fantasy ?
Historical and heritage assets
Creativity « Italian recourcefulness »
Tourism Culture History « Art of living »
Innovation
« One of our country’s strong points has always been
our ability to adapt to the most extreme
situations, our imagination, our creativity. » - Italie
The know how : the « made in Italy » that has to be
defended
A lack of civic sense from population
A tax policy that plagues businesses
« If Italians were to change their
mindset to be more like Northern
Europe and quit thinking solely
about how to cheat each other,
perhaps we would be moving in the
right direction » - Italie
Widespread corruption

32. 32
The « well-prepared » model
« We’ve got no oil… But ideas – and taxes… »
Escapist fantasy ?
Historical and heritage assets
Creativity
Tourism Culture History « art of living »
Innovation
The know how : the « made in France » that has to be
defended
« France’s main assets during the crisis are,
above all, advanced know-how in certain areas
(aerospace, nuclear, renewable energies such as
solar, luxury goods, tourism, agriculture, etc.).
These skills should be developed further so
they can be exported. » - France
A social model that
implies a heavy
burden on businesses
Immigration viewed
as putting a strain on
social security
« That’s why so many are relocating! So the
government needs to take action and help them!
Employers are not all looking for a huge profit!
Some also want to support their country and the
people who live here. » - France
For more than 7 French out ouf 10, the
business taxes are viewed as a
handicap to recover from the crisis.

33. 33
The « unprepared » model
The feer of an
irreversible fall
A very harsh assessment : Spain is
economically killed by its ruling elites.
A frequently asked question:
What is left of Spain ?
« The main problem is people’s lack of confidence
in their elected representatives, but how are they
supposed to trust people who have not gone into
politics to help others but rather to steal all that
they can, to enrich themselves at the expense of
others, not giving a damn whether or not we’re
able to make ends meet every month? To
overcome the crisis, we must first clean up the
political class of this country. » - Spain
« This country needs a major movement like the regeneration
movement of 1898. With the loss of trust in politicians, the economic
crisis, the crisis of values (which is undoubtedly worse), we are losing
our bearings. (…) It’s like a century ago, the socialists are responsible
for everything, we can see it in the centrifugal forces that have led
many of us to fear living in the soon-to-be Ex-Spain. There’s no
possible solution if we cannot learn to walk together on the same path.
(…) Transformed into a country made up of “taifas’ kingdoms”, which is
a serious scourge in Spain, we will have absolutely nothing at all. I’m
sorry, but I cannot be more optimistic. » - Spain
« Regeneracionismo » VS « Apocalypse Now»

34. 4. how to overcome the
recession ?
34

35. 35
4.1 Different solutions
depending on the country
4. how to overcome the recession ?
4.2 Real but fragile convergences at
the individual level

36. 36
Opening
strategy
Withdrawal
strategy
The salvation, outside of Europe?
The main idea :
« if it ain’t broken, don’t fix it »
Persevere, yes;
Question how things are done, maybe ;
Start over from scratch ? Why should we ?
« The UK still retains a global brand, and provided firms
open their eyes further than Europe and the US, they will
find a growing middle class that is hungry for the things
we find at home » - UK
« In my opinion, German companies have pretty much kept out
of the crisis up to now. This is because they export to many
countries, especially to wealthy countries (such as
China and Arab countries) where demand has not been
affected as much by the European crisis. » - Germany
Appartenir à l’Union européenne est plutôt… ?
4.1 Different solutions depending on the country

37. Promoting links with big
businesses and local
SMEs
37
Opening
strategy
Withdrawal
strategy
Looking inward to help developp the country
Protecting the made in France/Spain/Italy.
Protecting the national economy, local
employment, local demand and local
industries.
A specific issue :
rebuilding a future for
young people in their
home country
« What I expect from big businesses in times of
crisis is a more responsible attitude. They are
robust enough to safeguard jobs, they can take
action towards sustainable development:
prioritizing short distribution chains with
local supply from French SMEs in order to
support them and promote French know-
how rather than outsourcing » - France
« I expect them to know how to get involved fully to combat the crisis by
trying to create jobs as much as they can and investing in the country,
by putting investments outside of Spain on the backburner» - Spain
« SMEs need to form a network, to share common strategies (take,
for example the case of the 12 companies in Modena that I mentioned in
my previous post), to seek out new markets, with the support of effective
government agencies » - Italy
72% of French, 77% of Italian
Consider that the crisis is forcing them to care more
about the origin of the products they’re consumming

38. 38
4.2 Real but fragile convergences at the individual level
To change consumption
habits
To agree to make efforts… on 2 conditions
Concerning the individuals, 2 key points :

39. 39
76% of the Europeans questioned say
that the crisis has forced them to reduce
their consumption
Un changement de consommation déjà en cours…
88% of the Europeans questioned say that the crisis
has caused them to waste much less (96% en Italie,
92% en Espagne)
In each of the following areas, how
will the amount of your purchases
change in the coming months ?

40. 40
Personally, for your country to overcome the crisis more quickly, would you be willing to...?
Making efforts…

41. 41
Some inevitable efforts.
But the capacity to accept them is linked to the vision of the country’s future. Its responsiveness.
To the trust and confidence given - or not - to the leaders who propose them... …
The vision of a clogged future
Corrupt and/or incompetent elites.
Makes the effort difficult or even intolerable
The vision of a reassuring past
Therefore people are encouraged to
respond more positively
The first condition : the required ROI
Negative elasticity Positive elasticity
« what pains us the most, as citizens, is
that they have come together to rob us and
now it’s up to us to pay for it, and they’re
not guilty of anything because they’re
protected by laws made by and for them.
ENOUGH’S ENOUGH! » - Spain
« For us, in Germany, the crisis
did not have any impact because
we are better off(…) Our
governments (starting with
Schröder) have handled it well »
- Germany
« I find that in Germany, we are
doing well. Even youth
unemployment is relatively low
here. We certainly need more
reforms in order to stay
competitive and safeguard our
jobs » - Germany

42. 42
Refused by 85% of the Europeans
The 2nd condition : to be active VS passive
2 mesures rejected everywhere
Enduring a 10% drop in income Enduring a 10% increase in taxes
Refused by 87% of the Europeans
« I do not want higher taxes; we are already taxed on everything. I refuse to accept lower wages either;
our wages are not increasing in line with inflation, and I’ve already suffered a pay cut. » - France

43. Acceptable mesures
Suggesting a greater ability to predict and control our lives
43
Training to improve job mobility
Accepted by 70% of the Europeans
« Re-train for a change in occupation. It’s
essential. Start anew or die. » - Spain
Building up a supplementary pension in
order to grow old with « dignity »
Accepted by 66% of the Europeans
« As a freelancer it’s up to me to organize my
pension. I get no help from the state. » -
Allemagne
The 2nd condition : to be active VS passive

44. @FreeThinkingLab
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