In the second wave of a future-facing study, Truth Central and McCann Worldgroup Europe & UK chart the expectations that today’s Europe holds for tomorrow’s leaders, brands, and businesses.
Drawing on 27,000 interviews alongside predictions from 62 business leaders, futurists, academics, and journalists, the study reveals the shape of the “European dream” and its implications for the future of global commerce, culture, and creativity.
Quiz: Which person do Europeans believe best represents what it means to be European?
Angela Merkel
Queen Elizabeth II
Napoleon Bonaparte
Emmanuel Macron
Leonardo da Vinci
Who to Watch
Rounding out the top 5 are two non-EU member states, the UK and Norway, despite the former's recent departure from the common market.
Which European country is the most likely trend-setter for the future?
Germany
UK
France
Innovating for Humanity
No matter which sector, Europeans are increasingly invested in the region’s commitment to innovation. Nearly 1 in 3 say the EU should fund more research and innovation, rising from 1 in 4 in 2018. This is highest in Spain (42%) and Italy (39%).
The majority of citizens understand the role of their respective nations as a ‘follower’, with few exceptions.
Leader, Follower, or Jester?
What role will your country play on the global stage in the future?
1 in 3 Europeans say it is likely they will have to leave the region in the future to have a better life. This rises to 43% of Gen Z and 48% of self-identified minorities.
“In the future, it is likely that I will have to leave Europe to have a better life”
Exit from the Margins
It is no surprise, then, that 83% of Europeans believe that future business success lies in cooperation, rather than competition.
“European companies need to cooperate more to solve problems effectively”
Familiar Challenges, Surprising Opportunities
Truth Central is McCann Worldgroup’s global intelligence unit, comprising of disciplines and capabilities including Human Sciences, Thought Leadership, Integrated Data, Trends, Market Research, and the relentless pursuit of human truths.
We believe that every data point represents a real person with real stories to tell us about their culture, beliefs and behaviours. Our commitment is to honest conversations, big ideas, and insights that help brands change the world.
For more than a decade, the group has conducted proprietary and commissioned research in over 50 countries and authored more than 25 global studies ranging from youth culture to wellness, from beauty to parenting.
To find out how we can apply these insights to future proof your brand and
business contact: John.Wright@mccann.com
For press: Jessica.Bayat@mccann.com & Amy-Jo.Fowler@mccann.com
For further information about the study or Truth Central, please contact:
About Truth Central
Europeans are split as to where inspiration will come from. When asked if they see the golden age of Europe in the past, present, or future, the majority of Europeans – 54% – say that Europe’s golden age has passed. While in Denmark, Romania, Ireland, Sweden, Finland, and Portugal, the majority of people believe Europe’s golden age is happening today or is yet to come.
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Norway
Sweden
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90% of Europeans believe that business leaders should be as accountable to the public as political leaders; never has corporate behaviour been under greater scrutiny or more crucial for business success.
89%
89% of Europeans agree that brands and businesses should do more to improve everyday life in Europe.
90%
81% of Europeans believe that business in the region will require a circular economy.
81%
Looking for Leadership
Looking for Leadership
What role do Europeans expect Europe to play on tomorrow’s global stage?
How will today’s hopes and fears shape dreams of a European future?
Which brands are leading the way forward for a renewed Europe?
In an era of economic crisis, half of all Europeans worry that “they cannot provide enough food for themselves or their families”. In fact, most people in Spain, Poland, Portugal, and Turkey fear for their food security. At the same time, Europeans are calling for greater fairness across the region.
When given the option to select any person (living, historical, or fictional) to represent the region, 6 out of the top 10 people Europeans would choose are historical figures. These individuals provide models for what Europeans are looking for in leadership but also suggest a leadership void in contemporary Europe.
All eyes are on Germany as the regional trendsetter, with two other EU member-states ranking in the top 5: France and Sweden.
At the same time, there is a shared expectation that Europe as a whole will play the role of leader on the world stage.
Human Rights is the #1 area in which people hope Europe will lead the world in the future. This outranks healthcare, education, and democracy, but each country in the region has its unique priorities for what matters most for Europe and the world's future.
Most promising of all is the collective belief – 3 in 4 Europeans – that “brands and businesses should play a greater role in bringing Europe together”.
In an era of economic crisis, half of all Europeans worry that “they cannot provide enough food for themselves or their families”. In fact, most people in Spain, Poland, Portugal, and Turkey fear for their food security. At the same time, Europeans are calling for greater fairness across the region.
When given the option to select any person (living, historical, or fictional) to represent the region, 6 out of the top 10 people Europeans would choose are historical figures. These individuals provide models for what Europeans are looking for in leadership but also suggest a leadership void in contemporary Europe.
All eyes are on Germany as the regional trendsetter, with two other EU member-states ranking in the top 5: France and Sweden.
Human Rights is the #1 area in which people hope Europe will lead the world in the future. This outranks healthcare, education, and democracy, but each country in the region has its unique priorities for what matters most for Europe and the world's future.
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At the same time, there is a shared expectation that Europe as a whole will play the role of leader on the world stage.
Most promising of all is the collective belief – 3 in 4 Europeans – that “brands and businesses should play a greater role in bringing Europe together”.