On the previous post we focused on a small comparison between Unilever and the European Union; the purpose was not to trivialize the EU or be pessimistic about it, rather to point out at the need for the EU to leave its mark on the world stage and act as a real political actor instead of just a large trading block.
Of course this is not news; any European Studies graduate can remember the countless conversations over how to make Europe more relevant to everyday Europeans who seem unable, at least according to Europhiles, to understand the important role it plays in their lives besides the usual platitudes.
But maybe current events are working in the Europhiles favour; just witness the former EU – phobic Icelanders who after the unfortunate collapse of their economy are now trying to get in. Even the Danes who loudly snubbed the adoption of the Euro have second thoughts.
The Greeks provide another good example on the protection that EU integration brings to smaller countries; with an economy that essentially produces nothing and relying on imports, the Greek economy would have followed Hungary, Iceland and Ukraine down the bankruptcy path. Its still close, but despite ever growing bond spreads it blooks that it may survive.
In times of crisis people look for security; the European economic model maybe be slow, antiquated, and even sclerotic, but its promises of economic and to an extent social security suddenly look more and more attractive.
So not all is bad for Brand Europe especially in tough economic times it offers good value for money. For this author at least, it’s a buy.
Any more ideas on what could motivate Europeans?