Action 4: "Your Euro, Your Job"

A European consumer brand that turns money into a political act

"Your Euro, Your Job" is a proposal for an EU-level brand campaign that does not aim to steer consumption with regulations, but with emotion and awareness. Its core message is simple but impressive: every euro spent either builds your community or breaks it down

The economic future of the European Union is not only built on export-driven industry or regulatory capacity. It is built on the daily shopping basket of every European citizen – the choices they make when buying clothes, household appliances or services. In this field of choices, the EU is not currently present as a visible or emotional actor. The consumer acts rationally: he/she buys the cheapest, fastest or most familiar product, regardless of the origin of the product or its social impact. This is economically understandable, but strategically unsustainable.

"Your Euro, Your Job" is a proposal for an EU-level brand campaign that does not aim to steer consumption with regulations, but with emotion and awareness. Its core message is simple but impressive: every euro spent either builds your community or breaks it down. The campaign makes it visible that money is never neutral – every purchase has a direction, an impact and consequences. If you buy a product made in the EU, you are not only supporting the manufacturer, but also the European job, the tax base and the ability of society to function.

The starting point of the campaign is neither judgmental nor patronizing. It works in the same way as successful commercial brands: by building a connection with the consumer's identity. Europeanness is not spoken of as an abstract regulatory framework, but as a concrete, everyday operating environment – as a village shop, a manufacturer, a service. The consumer is given the feeling that their choices matter, not only from the point of view of the environment or ethics, but from the perspective of their own livelihood and future.

The campaign is built on several levels of communication. The first is visibility: products of EU origin are accompanied by an easily recognisable visual mark, supported by a media and social media campaign that highlights true stories of European companies and workers. The second level is data-driven visualisation: a digital service where consumers can see concretely how their consumption is divided between the EU and third countries and what kind of impacts it has. The third level is social debate: the campaign is linked to a broader economic policy agenda that emphasises European economic security and strategic autonomy.

"Your Euro, Your Job" is not just a slogan, but a change in mindset. In it, money is not just a means of exchange, but a means of participation. It gives the citizen back a sense of control – that he or she is not just a passive market target, but an active builder. And above all, it makes it clear that the European economy cannot be on a sustainable basis if the euros flow out permanently.

A campaign of this kind cannot be carried out by a single Member State, company or agency. It requires a strategic decision at the EU level, a substantial communication budget and the political will to get the message across in a multilingual, multi-channel and long-term manner. It is no longer just a question of consumption, but of European resilience. That's why it's time to tell the consumer: your euro matters. It doesn't just buy a product – it sustains your job, your services, and your future.

Written by: EU RENEW - Redirecting European consumption - Ways to strengthen economic self-sufficiency
Location: Berliini, Saksa

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