Flair France 2012 - Society With No Regrets

The three big events of 2012:

• In China, the Year of the Dragon and Ipsos’ tenth anniversary in this country-continent.
• In Italy, the first year without Silvio Berlusconi at the helm of the country since 1994.
• In France, a new presidential election.

Three high points, three stories, three perspectives and a specific angle: approaching research findings as symptoms whose analysis allows us to create a mapping of structuring, emerging trends.

In France, our saga has become “extra-lucid” with the Dominique Strauss Kahn affairs, the Arab revolutions, the Greek and Italian crises, the hypothesis of Europe-wide bankruptcy, etc., like a “son et lumière” show that is increasingly contrasting and fastmoving. 

Between amazement, hallucination, hope and irony, secrets and outpourings, hope and further disappointments, the French have experienced a roller coaster ride of a year that has somewhat altered their moods, with the news taking on a psychedelic twist.

This presidential election is different from the others, with the stakes combining the weight of the past, a desire for the present, and the role of the future. These notions obviously have an influence on the strategies of the players involved, but also on the strategies of brands, media, and companies.

2011 saw the culmination of nostalgia and protectionism, while revealing a desire to make the most of the present day in a different way. 2012 raises the question of the future. Does it represent progress, or definitively, a problem?

The answer given by brands is simple: move ahead with no regrets. “Born of future ideas,” “A new era has begun,” “New thinking, new possibilities”, “Let’s enter the world
afterwards”. 

The answers given by politicians are more complicated because all the rhythms overlap: the financial situation is making political programs outdated, imposing unpopular choices at a time of electoral promises, disrupting or toughening programs.

And the winner will be? The one who manages to establish the idea that the days of eternal regrets are behind us.