The impact of austerity measures is haunting European governments who are anxious about social unrest and industrial strife. When the Italian Labor Minster (left) cried yesterday concerning the move to increase the retirement age for women, she made a tough situation worse.
This is no way to sell a reform plan. Protests concerning austerity measures are likely to spread. Clever PR is now needed to reposition the conversation.
Framing the reforms as “austerity measures” implies they are temporary and unreasonable, when instead they need to be pitched as part of the new normal.
The PR Verdict: ”C minus” for Europe’s political class.
Shifting a woman’s pension eligibility age to equal her male coworker should not be described as an austerity measure. It should be positioned as a reform that “levels up” and equalizes. No one can pitch austerity indefinitely.
The EU needs to start working on a robust new PR pitch to enlist people in the new economic realities.