“The family is a driving force in the resolution of addiction problems” Jean-Michel Delile (psychiatrist, family therapist and ethnologist, specialist in addiction-related issues)
Our teens: bigger consumers of drugs than previous generations?
We commonly hear it mentioned that today’s youth is more depraved than previous generations: 31% of you think so. Essential point: 53% of you think that young people are, above all, more exposed to social pressure than in the past.
Drugs: ineffective prevention?
When asked about the effectiveness of youth drug prevention campaigns, your reponse is clear: only 3% of you think that they are truly effective.
Cannabis: Prohibition, legalisation?
You’re unanimous: legalising cannabis is out of the question! 64% of you voted against it. This is an opinion shared by our psychiatrist: “I’m against it because it risks increasing the level of consumption, but particularly because it favours usage from an earlier age.” On the issue of penalising people, however, our expert finds “excessive, the fact that you could end up in prison for simply using it. It would be more effective to direct these people towards compulsory treatment, rather than incarcerating them.”
With its advertising campaign “family is sacred”, Eram counts on irony to twist advertising clichés about the family unit.
By showing families with gay parents or a “cougar” mother in a relationship with a younger man, the brand has distinguished itself.
It has been an original and provocative initiative which has disturbed the most conservative people in France.
A campaign which reflects social mutations
“As my two mums say, family is sacred,” announces a mixed-race little girl surrounded by two women with clear skin. “As my mum and her boyfriend, who could be my older brother say, family is sacred,” claims another little girl who is fair-haired. With stepfamilies, lesbian couples, “cougar” mums in relationships with younger men, or adopted children, identities are multiplying. The figure of the mother may be heterosexual or homosexual, family can be “reconstituted”, but the spirit of family remains. This idea surprises and calls out to people in an advertising world which doesn’t always echo social changes. But more than merely being surprising, this ad provokes. It plays on the wavelengths between the expression “family is sacred”, which refers to traditional and religious values, and images reflecting the new family structures. Especially by making the kids be the ones talking, Eram insists on the fact that their lives are not destabilised by these social mutations.
The first study by the Observatory of Women’s Opinions, created by aufeminin and Publicis Consultants, focused on the theme of dependency. As it affects women (who live longer, but with less money than their male counterparts), the two co-creators of the Observatory focused on the perception of social issues of women who contributed to the 93 specifically created forums on auFeminin. The results were particularly illuminating.
According to a Irish study conducted in 2010 on 600 youths with varied backgrounds, aged between 17 and 25; having at least one sister has a beneficial effect on optimism, the ability to overcome difficulties, motivation and enjoying life.
Young people with at least one sister are “more likely to be happy” than children with no siblings or those with only brothers, according to the conclusion of the study. Why? According to one researcher, Tony Cassidy, professor of psychology at the University of Ulster in Northern Ireland; “Sisters visibly encourage communication and cohesion in families. The expression of emotions is fundamental to good psychological health.
When asked what “having a successful life” means, the responses obtained amongst French men and women were noticeably similar: “having a happy family life” (77%) and “remaining free” (19%) (Value survey by INSEE). Yet some differences remain between men and women: here is an overview of the values which are essential for some… and not so for others.
- Family: Family is the most consensual value: making a home is an essential condition for happiness for both sexes. Men and women agree on the fact that the mother should have the possibility of combining career and family life as much as men, but that having two parents in full-time employment can be detrimental to the young child, especially if the parents have stressful and/or time-consuming jobs. However, amongst 20-30 year-olds, two differences can be seen: more women judge the sharing of household tasks to be “essential for a marriage’s success”, and are more open to homosexuality and gay parenting.
- Religion: Women believe in and practise religion more than men: according to a poll published in La Croix in 2004, 77% of women declared that they have a religion, as opposed to 69% of men, and more women find comfort and strength in prayer. Sociological theories, still at an early stage, explain women’s greater religiousness by their experience of pregnancy and childbirth, which represents a direct link with the mystery of life.
- Politics: Men are more politically aware than women: according to a poll for Le Figaro, 49% of men claim to be interested in politics, against only 37% of women, a difference that’s observed in all age groups. But overall, there’s a growing lack of interest in politics, with abstention rates higher than ever (except during presidential elections).
- Work: The huge flow of women into the job market has led to a convergence of opinions concerning work. But, while both sexes judge having a job to be essential for happiness and self-accomplishment, women are more likely to cite “the opportunity to meet people” as a preferred criteria in a job, whereas men are more focused on the status of the position and the salary. Moreover, 83% of women give priority to their personal life, whereas 41% of men judge their career to be as important as their personal life.