Consumption: the French more and more frustrated
The French have never been so pessimistic. A new study paints a bleak picture of the mindset of our citizens. A 88%, they are worried about the situation of their country. A 76%, they are also for their personal situation. "The opinion wins on several subjects, as if the French were more likely to want to stay out of the system," said Vincent Leclabart, head of the agency Australia and sponsor of a survey by TNS Sofres on the relationship between advertising and society.
"We are increasingly optimistic that the country itself," said Emmanuel Rivière, director of strategy at TNS Sofres opinion. But here, the curves converge dangerously pessimistic. The "pessimistic" and "pessimistic" for their personal circumstances have never been numerous. There have been two peaks in the past decade.In 2005, after the "no" to the referendum on the European Constitutional Treaty, and in 2008, due to post-election disillusionment. But after the fall of Lehman Brothers in September 2008, the financial crisis has clouded the picture further. This did not stop to think the French in 2009, consciously or not, the worst was over. They began to hope again. Only the current crisis of debt, at a time when unemployment rises and where growth vanishes, again plunging morale.
The study lists four stalls. In addition to the pessimism, the French won by a malaise that affects both their purchasing power and their relationship to politics and marketing. "The urge to spend is progressing, but the means are lacking, creating a frustration," said Vincent Leclabart. 56% of French people say and do not earn enough to live as they wish.Worse, four out of ten live hard and 27% admitted to frequently or permanently deprived for financial reasons.
63% indifferent and phobia
"These numbers are very important for a developed country, says Vincent Leclabart. A section of the population picks seriously. "This, in a few months of democratic maturity important for the country. But for the French political life is still boring to 42%. And they do not trust politicians to redress France.
In their world of consumption as the French drop. For the first time since the inception of the study eight years ago, the indifferent and opposed to the model "consummatory" the majority (63%). If love remains stable for brands, consumers believe that companies run to them and not their customers."It's about relationship, not product quality," says Vincent Leclabart. The French judge brands more invasive and less entertaining or convincing. Harshest techniques marketing are those who no longer want to spend, even if they can afford. A quarter of French would be disillusioned and when the poor are themselves the "unsubscribe", living hard and having more desire. The study concluded that "policies and brands do not seem to have changed relational mode. At a time when everyone theoretically has the means to express themselves, the opposite is often felt. "