Cis the golden rule of advertising and marketing. To sell a product, it is not recommended to multiply the messages to choose only one, unique, strong and easily understandable, in the name of the famous “USP” (« unique selling proposition » or “unique selling proposition”), theorized in 1961 by the American Rosser Reeves in his book Reality in advertising (Realism and Advertising, Dunod, 1963 for the French translation). A rule that the government did not follow, yet anxious to best dress an unpopular pension reform, in order to make the French understand the need for it.
Emmanuel Macron himself has multiplied the arguments. In September 2022, he assured that this reform was essential to create budgetary margins and “invest massively” in the ecological transition, the school and the hospital. “It’s simple, if we don’t solve the pension problem, we can’t invest for the rest”, he pleaded. In the fall of 2021, he explained that the reform could be used to finance the law on old age.
Same speech from the side of the Minister of the Economy, Bruno Le Maire, who, in September on France Inter, abounded: “We have to finance our hospitals, our colleges, our high schools, our universities, and it is the pension reform that will guarantee this financing. » The extra work induced by an increase in the retirement age will make it possible to “finance our industrial, ecological or social transition policies”welcomed, in turn, his budget colleague, Gabriel Attal.
“Tell your ministers to stop saying that the pension reform will be used to finance something other than pensions!got annoyed Olivier Marleix in front of the Prime Minister, Elisabeth Borne, at Matignon. You are creating an ambiguity about the meaning of the project, and this interferes with your message, vis-à-vis public opinion and the unions. » For the leader of the Republican deputies, “it is not possible to ask the French to work more to repair the budgetary negligence of the State”which can start with “impose savings on himself”.
Friday, during a one-on-one, the head of government assured him that the money released by the reform would go to pensions, and that’s it. “Let’s be clear: every euro from the pension reform will go to pensions”reaffirmed Mr. Attal in the Sunday newspaper, January 8. The Head of State had himself changed his footing during his wishes of December 31 and developed another argument, first justifying the reform by the need to save a pension system described as asphyxiated.
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