{"id":26108,"date":"2020-01-30T14:26:09","date_gmt":"2020-01-30T14:26:09","guid":{"rendered":"http:\/\/consumerinsight.eu\/marketingisdead\/?p=26108"},"modified":"2020-01-30T14:28:07","modified_gmt":"2020-01-30T14:28:07","slug":"les-francais-leurs-budgets-et-les-marques-1","status":"publish","type":"post","link":"http:\/\/consumerinsight.eu\/marketingisdead\/les-francais-leurs-budgets-et-les-marques-1\/","title":{"rendered":"Les Fran\u00e7ais, leurs budgets et les marques #1"},"content":{"rendered":"\n

1\u00e8re<\/sup> partie de ma\ncontribution au livre blanc : Imaginer\nl\u2019assurance de demain<\/em>, publi\u00e9 par le Think <\/em>Tank<\/em> Demain l\u2019assurance<\/strong>, t\u00e9l\u00e9chargeable ici<\/a>.\n<\/p>\n\n\n\n

Les<\/strong> <\/strong><\/em>in\u00e9galit\u00e9s, ce ne sont pas que des chiffres\u00a0!<\/strong><\/p>\n\n\n\n

\"\"<\/figure><\/div>\n\n\n\n

Selon une \u00e9tude r\u00e9alis\u00e9e par le Centre Kantar sur le Futur de l’Europe<\/em>[1]<\/a>,\npour les Fran\u00e7ais \u2013 mais aussi les Allemands \u2013 \u00ab les in\u00e9galit\u00e9s sont un probl\u00e8me majeur : respectivement 38% et\n37% \u00bb<\/em>, contre seulement \u00ab 16%\nen Grande-Bretagne \u00bb<\/em> : des chiffres qui interrogent \u2026 surtout le\ndernier pour qui a d\u00e9j\u00e0 vu les films de Ken\nLoach<\/em>.<\/p>\n\n\n\n

D\u2019autant que le coefficient de Gini[2]<\/strong><\/a><\/em>\nmontre que \u00ab les in\u00e9galit\u00e9s sont\nrelativement faibles en 2016 en France (0,293), en Allemagne (0,295) \u00bb <\/em>mais \u00ab l\u00e9g\u00e8rement sup\u00e9rieures (c’est-\u00e0-dire\ntr\u00e8s mod\u00e9r\u00e9es) en Grande-Bretagne (0,315) \u00bb<\/em> : bref, les Anglais,\nmoins \u00e9galitaires que les Fran\u00e7ais, ne se soucieraient pas vraiment des\nin\u00e9galit\u00e9s !<\/p>\n\n\n\n

In\u00e9galit\u00e9s qui renverraient donc en\nfait \u00e0 deux r\u00e9alit\u00e9s, l\u2019une financi\u00e8re, l\u2019autre psychologique, l\u2019une\nnourrissant l\u2019autre \u2026 mais pas seulement.<\/p>\n\n\n\n

Revenons \u00e0 l\u2019ann\u00e9e 2016 et penchons\nnous sur le niveau de vie moyen<\/em> des\nFran\u00e7ais, tel que mesur\u00e9 par l\u2019Insee \u2013 ce dernier correspond au \u00ab revenu disponible du m\u00e9nage divis\u00e9\npar le nombre d’unit\u00e9s de consommation \u00bb<\/em>, une unit\u00e9 \u00ab \u00e9tant attribu\u00e9e au premier adulte,\n0,5 aux autres personnes de 14 ans ou plus et 0,3 aux enfants de moins de 14\nans \u00bb<\/em> \u2026 ouf !<\/p>\n\n\n\n

Donc ce niveau de vie moyen<\/em> s\u2019\u00e9levait \u00e0 23 580 \u20ac en 2016, soit\n1 965 \u20ac mensuels.<\/p>\n\n\n\n

L\u2019Insee divise la population en 10\nd\u00e9ciles, le 1er<\/sup> correspondant aux 10% de Fran\u00e7ais ayant le plus\nfaible niveau de vie et le dernier, les 10% b\u00e9n\u00e9ficiant du niveau le plus\n\u00e9lev\u00e9, soit 8 380 \u20ac pour les uns contre 56 230 \u20ac pour les autres.<\/p>\n\n\n\n

Soit encore 698 \u20ac par mois versus\n4 686 \u20ac et un rapport de 1 \u00e0 6,71 : imaginez un instant une personne\nseule vivant moins de 700 \u20ac mensuels \u2026 m\u00eame pas en r\u00eave \u00e0 Paris, vu le co\u00fbt des\nloyers. <\/p>\n\n\n\n

698 \u20ac par mois pour les 10% de\nFran\u00e7ais les plus pauvres, versus 4 686 \u20ac pour les 10% les plus riches \u2026 et\n8 850 \u20ac pour le 1% le plus riche (106 210 \u20ac par an) \u2013 soit un rapport\nde 1 \u00e0 12,67 : les in\u00e9galit\u00e9s ne sont pas que psychologiques !<\/p>\n\n\n\n

La part du revenu national d\u00e9tenue\npar ce 1% le plus riche s\u2019\u00e9levait \u00e0 10,8% en 2014 contre 7,5% 30 ans plus t\u00f4t\nen 1984 ; pour retrouver ce m\u00eame niveau de 10,8%, il faut remonter \u00e0\nnouveau 20 ans en arri\u00e8re, en 1964.[3]<\/a><\/p>\n\n\n\n

Globalement, les in\u00e9galit\u00e9s se sont\nr\u00e9duites en France durant les Trente Glorieuses pour se recreuser \u00e0 partir des\nann\u00e9es 80 : le rapport de 1 \u00e0 6,71 entre le 1er<\/sup> et le\ndernier d\u00e9cile pr\u00e9c\u00e9demment \u00e9voqu\u00e9 n\u2019\u00e9tait encore que 6,19 en 2001 \u2013 pas\ns\u00fbr que tout cela aille dans le sens \u00e9galitaire.<\/p>\n\n\n\n

D\u2019autant que les plus pauvres\ndoivent faire face \u00e0 des charges de plus en plus \u00e9lev\u00e9es.<\/p>\n\n\n\n

Ainsi la part des d\u00e9penses\npr\u00e9-engag\u00e9es \u2013 celles qu\u2019un m\u00e9nage ne peut \u00e9viter \u00e0 moins de se retrouver SDF\npuisque le logement y occupe la majeure part, devant les assurances et les\nt\u00e9l\u00e9coms \u2013 a-t-elle grimp\u00e9 de 12,3% \u00e0 29,1% de 1959 \u00e0 2013 !<\/p>\n\n\n\n

Surtout, ces d\u00e9penses ne touchent\npas pareillement tous nos concitoyens : elles repr\u00e9sentent 56% des\nd\u00e9penses d\u2019un couple avec un enfant pour les 25% des Fran\u00e7ais les plus pauvres\ncontre seulement 24% pour les 25% les plus riches ; surtout elles sautent\n\u00e0 65% pour une famille monoparentale et 71% pour une personne seul pour les 25%\nles plus pauvres : il ne reste pas grand-chose pour se faire plaisir \u2026\nsurtout qu\u2019alimentation, v\u00eatements, essence ne sont pas inclus dans ces\nfameuses d\u00e9penses pr\u00e9-engag\u00e9es.<\/p>\n\n\n\n

Et c\u2019est m\u00eame l\u00e0 que le financier\nrejoint le psychologique et que vont pouvoir \u00e9clater des crises comme celle des\nGilets Jaunes.
<\/p>\n\n\n\n

\n\n\n\n

[1]<\/a> Centre Kantar<\/a> sur le Futur de l’Europe, 18\nSeptembre 2018.<\/p>\n\n\n\n

[2]<\/a> Coefficient tr\u00e8s pris\u00e9 des\n\u00e9conomistes bien qu\u2019\u00e9galement tr\u00e8s critiqu\u00e9 : <\/p>\n\n\n\n

Le Gini, \u00e7a peut faire Pschitt !<\/a><\/p>\n\n\n\n

[3]<\/a> Source\u00a0: Garbinti, Goupille-Lebret, Piketty, 2017, cit\u00e9s par Alternatives \u00e9conomiques<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

1\u00e8re partie de ma contribution au livre blanc : Imaginer l\u2019assurance de demain, publi\u00e9 par le Think Tank Demain l\u2019assurance, t\u00e9l\u00e9chargeable ici. Les in\u00e9galit\u00e9s, ce ne sont pas que des chiffres\u00a0! Selon une \u00e9tude r\u00e9alis\u00e9e par le Centre Kantar sur le Futur de l’Europe[1], pour les…<\/p>\n","protected":false},"author":2,"featured_media":26109,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"gallery","meta":{"spay_email":"","jetpack_publicize_message":"","jetpack_is_tweetstorm":false,"jetpack_publicize_feature_enabled":true},"categories":[396],"tags":[180,397],"yoast_head":"\nLes Fran\u00e7ais, leurs budgets et les marques #1 - Marketing is Dead<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"http:\/\/consumerinsight.eu\/marketingisdead\/les-francais-leurs-budgets-et-les-marques-1\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Les Fran\u00e7ais, leurs budgets et les marques #1 - Marketing is Dead\" \/>\n<meta property=\"og:description\" content=\"1\u00e8re partie de ma contribution au livre blanc : Imaginer l\u2019assurance de demain, publi\u00e9 par le Think Tank Demain l\u2019assurance, t\u00e9l\u00e9chargeable ici. 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La 1\u00e8re \u00e9tape a consist\u00e9, le 28 mai dernier, \u00e0 analyser des \u00e9volutions soci\u00e9tales r\u00e9centes et le d\u00e9cryptage des tendances qui feront les march\u00e9s et les consommateurs\u2026","rel":"","context":"Dans "Actualit\u00e9"","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2019\/12\/Acte-2.jpg?fit=1160%2C1200&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":25963,"url":"http:\/\/consumerinsight.eu\/marketingisdead\/que-sera-lassurance-de-demain\/","url_meta":{"origin":26108,"position":1},"title":"Que sera l\u2019assurance de demain ?","date":"2 mai 2019","format":"gallery","excerpt":"Que sera l\u2019assurance de demain\u00a0? Quel r\u00f4le soci\u00e9tal jouera-t-elle au cours des prochaines d\u00e9cennies, quelles seront ses missions\u00a0? Telles sont \u2013 entre autres \u2013 les questions auxquelles s\u2019attache de r\u00e9pondre le nouveau Think Tank Demain l\u2019assurance. 1\u00e8re \u00e9tape le 28 mai prochain\u00a0: l\u2019analyse des \u00e9volutions soci\u00e9tales r\u00e9centes et le d\u00e9cryptage\u2026","rel":"","context":"Dans "Soci\u00e9t\u00e9"","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2019\/05\/Futur.jpg?fit=600%2C450&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":26113,"url":"http:\/\/consumerinsight.eu\/marketingisdead\/les-francais-leurs-budgets-et-les-marques-2\/","url_meta":{"origin":26108,"position":2},"title":"Les Fran\u00e7ais, leurs budgets et les marques #2","date":"2 f\u00e9vrier 2020","format":"gallery","excerpt":"2nde partie de ma contribution au livre blanc\u00a0: Imaginer l\u2019assurance de demain, publi\u00e9 par le Think Tank Demain l\u2019assurance, t\u00e9l\u00e9chargeable ici. Et les grands perdants sont \u2026 les marques\u00a0! Face \u00e0 une telle situation, bon nombre de consommateurs font d\u00e9velopper des r\u00e9actions d\u2019adaptation, voire de survie\u00a0: comment pr\u00e9server \u2013 ou\u2026","rel":"","context":"Dans "Demain l\u2019assurance"","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2020\/01\/LB.jpg?fit=435%2C372&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":24788,"url":"http:\/\/consumerinsight.eu\/marketingisdead\/les-assureurs-face-a-la-consommation-collaborative-2\/","url_meta":{"origin":26108,"position":3},"title":"Les assureurs face \u00e0 la consommation collaborative.","date":"25 novembre 2013","format":false,"excerpt":"Le 5 Novembre dernier, le LAB organisait une matin\u00e9e sur le th\u00e8me\u00a0: Le d\u00e9veloppement de la consommation collaborative, quels impacts sur l'Assurance et Services Financiers ?Cette r\u00e9union s\u2019est achev\u00e9e par une table ronde r\u00e9unissant quelques professionnels de l\u2019assurance et de la consommation collaborative, qui reformulent ici leurs r\u00e9ponses.Aujourd\u2019hui, entretien avec\u2026","rel":"","context":"Dans "Interviews 2.0"","img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":24789,"url":"http:\/\/consumerinsight.eu\/marketingisdead\/les-assureurs-face-a-la-consommation-collaborative-3\/","url_meta":{"origin":26108,"position":4},"title":"Les assureurs face \u00e0 la consommation collaborative.","date":"22 novembre 2013","format":false,"excerpt":"Le 5 Novembre dernier, le LAB organisait une matin\u00e9e sur le th\u00e8me : Le d\u00e9veloppement de la consommation collaborative, quels impacts sur l'Assurance et Services Financiers ?Cette r\u00e9union s\u2019est achev\u00e9e par une table ronde r\u00e9unissant quelques professionnels de l\u2019assurance et de la consommation collaborative, qui reformulent ici leurs r\u00e9ponses.Aujourd\u2019hui, entretien\u2026","rel":"","context":"Dans "Interviews 2.0"","img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":25372,"url":"http:\/\/consumerinsight.eu\/marketingisdead\/fin-de-lassurance\/","url_meta":{"origin":26108,"position":5},"title":"La fin de l\u2019assurance","date":"28 mars 2017","format":"gallery","excerpt":"La mutualisation des risques se situe \u00e0 la base de toutes assurances, mutuelles ou priv\u00e9es, peu importe\u00a0: ainsi d\u00e8s 1815, les Veuves \u00e9cossaises, c\u00e9l\u00e8bre mutuelle d\u2019Edimbourg, avait pour vocation d\u2019assurer solidairement la subsistance des femmes ayant perdu pr\u00e9matur\u00e9ment leur \u00e9poux. Aujourd\u2019hui on conna\u00eet \u00e0 peu pr\u00e8s le nombre d\u2019accidents qui\u2026","rel":"","context":"Dans "C\u2019est d\u00e9j\u00e0 demain"","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2017\/03\/Accident.jpg?fit=640%2C426&resize=350%2C200","width":350,"height":200},"classes":[]}],"_links":{"self":[{"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts\/26108"}],"collection":[{"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/comments?post=26108"}],"version-history":[{"count":2,"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts\/26108\/revisions"}],"predecessor-version":[{"id":26111,"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts\/26108\/revisions\/26111"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/media\/26109"}],"wp:attachment":[{"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/media?parent=26108"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/categories?post=26108"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/tags?post=26108"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}