The European Union needs Don Draper
The European Union is the world’s biggest political experiment. Due to recent events in the UK, it’s on the verge of collapse. The EU and its predecessors brought peace, safety and economic growth in a torn-apart continent. These achievements, however, no longer appear to be enough to keep us together. The financial and migration crises of recent years are dividing us once again. And there’s only one person that can save the Union: Don Draper.
#Brexit
This week’s Brexit took everyone by surprise. It seems that the British people gave a clear signal by voting to leave the European Union. But what exactly is that signal? Let’s have a quick look at some facts of the referendum:
- The win was 52 to 48 percent, which can hardly be seen as a decisive victory
- Most major cities (including London) voted for Remain
- Younger voters (that have to live longer with this historic decision) were much more likely to vote Remain than older voters; 73% and 40% respectively
- Of the 30 areas with the fewest graduates, 28 voted Leave
This reflects that young, academic and urban voters clearly understand the value of EU access to work, live, or study, in a borderless Internet age. Our continent is slowly but steadily hijacked by angry, disappointed, old people. Brexit is exactly the reason why we shouldn’t put these kind of important, long-term decisions directly in the hands of the people. The EU referendum was merely Cameron’s strategic move to win the 2013 national election. A short-term success that — as we know now — ultimately led to his downfall.
Democracy is the worst form of government, except for all the others. — Winston S. Churchill
The European Union
Despite their ambiguity, the results of the referendum clearly express that the European Union needs to change. Dramatically. But not in the way one might think. There is a seemingly unstoppable effort towards the unsuccessful aspects of the Union; such as the immigration policy, membership fees, bureaucracy and lack of influence. But let’s not forget what unification brings to the table. The creation of a single market and the corresponding increase in trade and general economic activity transformed the EU into a major trading power. It brought free and unrestricted movement of people and goods, unprecedented wealth, safety, better infrastructure and cultural diversity. The Scottish unanimous vote to remain part of the EU shows that it’s something worth fighting for, with or without the UK.
The USA as an example
Interestingly, there’s a union of 50 states on the other side of the ocean that seems to do fine. After its turbulent path towards independence, the states united after the last shots of the Civil War were fired in 1865. Some issues remain however, such as continuous racial and immigration difficulties, crime peaks due to gun possession and an imprisonment rate of nearly 1% of the US population (roughly 22 percent of the world’s prisoners). Despite these issues, the States understand two things very well: 1) federal government focus is needed towards financial regulations, the justice system and defense, and 2) the importance of remaining diverse on the inside and unified on the outside.
If you ask any American where he’s from, he will most likely name his city ánd state. A born New Yorker does not want to be confused with a redneck from Texas or a surfer from California, and vice versa. The differences are huge, reflected in the local governments. When it comes to popular culture, sports and common enemies, however, the 50 states form one united front. Productions from Hollywood are nation- and worldwide successes, American athletes participate in the Olympics under one united flag and American soldiers collectively fight American wars and those of their allies.
Facts are overrated
In the question of whether to stay united, facts are not what drives people. They’re not what unites them. The latest proof of that is Trump’s campaign, 91% of which is based on untruths. Fact checking him has become a real sport for major publications. And the Brexit campaign is no better, as their claim that £350 million is being sent from London to Brussels every week is far from true. It is clear that the British vote to push continental Europe away was made with their hearts instead of their minds. Leaving farmers in the dust and throwing control over the common market out of the window. Placing Canada in the middle as the concerned child watching her aging mother and weirdo big brother descend into chaos, unsure who to worry over first.
But if facts don’t work, what does?
A strong leader and common ground!
Take US President Barack Obama as an example. He used his charisma and a revolutionary online campaign to establish his leadership position and win the 2008 election. He expressed hope for a better future and a plan to renew America’s promise. The powerful “Change we can believe in” brought the American people together.
Common ground can arise from culture, natural disasters or a common enemy. This year’s blockbuster movie Independence Day: Resurgence (sequel to the 1996 original) is a perfect example. As the aliens were defeated 20 years ago, all major political blocs started an alliance to defend the earth from future attacks. Chinese technicians working together with American soldiers and African warlords. Their common enemy has driven them into each other’s arms.
The United States of America have a history of exploiting both showing off leadership and establishing common ground to the fullest. Supported by flags with Stars and Stripes, the national anthem (The Star-Spangled Banner) and other forms of propaganda. It is not by accident that former POTUS George W. Bush announced the end of the Iraq war on the aircraft carrier USS Abraham Lincoln in 2003. Featuring a large banner that read “Mission Accomplished” on a stars and stripes background. Perception is everything.
The EU communication disaster
In Europe, things are a little different. The European Union originated as an economic union, based on economic benefits. With rules and regulations solely focused on facts and figures. While the Union grew steadily over the years and moved towards political ambitions, it forgot one thing: uniting the European people. Over 500 million men and women that have never felt European before. Neglecting to win over people’s hearts as well as minds is probably the main reason that the 2005 Treaty establishing a Constitution for Europe never stood a chance.
Although the EU does not have an official leader or president, the President of the European Council is often referred to as the President of the European Union. Not to be mistaken with the President of the European Commission, President of the European Parliament or the Presidency of the Council of the European Union; you see where I’m going with this. In 2009, Herman van Rompuy was appointed to be the first ‘EU President’. The only problem was, once again, communication. He was not elected by the people, nobody knew him and nobody knew what his responsibilities were. As UKIP leader Nigel Farage puts it bluntly:
The next era in EU marketing
Communication and advertising have traditionally been more advanced in the US compared to Europe, depicted in the television series Mad Men. Set at one of New York’s most prestigious ad agencies at the beginning of the 1960s, focusing on talented ad executive Donald Francis “Don” Draper.
Advertising is based on one thing: happiness. And do you know what happiness is? Happiness is the smell of a new car. It’s freedom from fear. It’s a billboard on the side of a road that screams with reassurance that whatever you’re doing is OK. You are OK. — Don Draper
It is his sense of marketing that we need in these turbulent times. The European Union is in desperate need of strong communication focused on uniting the European people. Selling the promise of what the EU can become. The 28 (soon to be 27) member states all have rich cultural heritage and offer amazing opportunities. We should never forget the history of our independent nations but use this momentum to enrich it with the unity that Europe creates. The future of the Union depends on it. More so than on new regulations and treaties. It is the only way to fight the rising Euroscepticism throughout the continent and prevent the European countries from falling apart once again.
If the Brexit has taught us one thing, it is that people vote with their gut, with their sense of common ground. People just don’t feel European and therefore, they don’t believe in the EU. Relying on emotion rather than facts might not be desirable but it’s the harsh reality. Referenda are here to stay and it’s up to the politicians to make sure we don’t forget about the facts along the way. The upcoming Brexit might leave Europe (and itself) in crisis but at least we know who to call now.
I’m Maarten van den Heuvel, co-founder of Go Weekly; strategic partner in innovation. Translating trends and ideas into digital product concepts, every week. We facilitate Design Sprints for enterprises all over the world. Feel free to check out the heartbeat of my other adventures at ideationkings.com.
