What Europeans Want: Rethinking EU Communications Country by Country

How a new Eurobarometer map is reshaping our approach to campaign strategy, influencer engagement, and message design.

What should the EU focus on to boost its global standing?

That’s what the latest Eurobarometer asked citizens across the Union—and the answers weren’t just varied. They were strategically revealing.

At Mesogio, we’ve dug into the map. Here’s what we saw—and what we’re doing about it.

A Union of Priorities: What the Map Tells Us

This isn’t just a visual. It’s a comms blueprint. The survey revealed each country’s top priority for EU action on the world stage. And the divide is stark:

Northern & Central Europe (France, Germany, Sweden, Baltics):
Top Concern: Defense and Security
Likely drivers: Ukraine war, Russian threat, cyberwarfare, border control

• Southern & Eastern Europe (Italy, Greece, Hungary, Croatia):
  Top Concern: Competitiveness, Economy & Industry
  Likely drivers: Employment, innovation gaps, post-COVID recovery

• Romania & Bulgaria:
  Top Concern: Food Security & Agriculture
  Likely drivers: Rural development, inflation, climate impact on crops

• Ireland, Portugal, Malta, Cyprus:
  Top Concern: Education, Democracy, and EU Values
  Likely drivers: Youth opportunity, rights protection, social equity

Why This Matters for Communication Campaigns

We’ve said it before: one-size-fits-all is dead.

If we want people to care, we need to speak to what they care about—locally, emotionally, and in the language of their priorities.

So here’s how we’re adapting.

Mesogio’s New Strategy: From Map to Message

1. Issue-Based Messaging by Country

• In France and Poland:
  Campaigns need to highlight security, defence, and EU leadership in a volatile world.

• In Greece and Bulgaria:
  Focus on jobs, industry, tech hubs, and local economies powered by EU funding.

• In Portugal and Malta:
  Talk about Erasmus+, human rights, and values-driven leadership.

2. Micro-Influencer Activation, Issue by Issue

We're currently building a localised micro-influencer network aligned with these themes.

• A Finnish analyst breaking down cyber threats and EU policy

• A Greek start-up founder sharing how EU funds helped scale their business

• A Maltese teacher explaining how Erasmus transformed their classroom

These aren’t random creators—they’re messengers of trust.

3. Regional Content Kits in the Works

We're designing modular content packs tailored to each country’s top issue:

• Short videos, quote cards, reels

• Translations and cultural tweaks

• Hashtag frameworks to boost reach

Want in on that? Drop us a line.

So, What’s the Future of EU Storytelling?

It’s local, it’s issue-driven, and it’s informed by what people actually care about—not what institutions assume they care about.

Your Turn:

Which of these top priorities feels most urgent in your region?
Are you a creator, journalist, or storyteller who wants to join the conversation?

Let’s talk. Let’s build. Let’s move the EU story closer to home.

#EUCommunications #MicroInfluencers #Eurobarometer #Mesogio #StrategicComms #WhatEuropeWants