The average European desires a more rural and peaceful lifestyle, according to a psychological report by Canon. The report analysed over 13,000 images taken by members of the European public to celebrate their national identity. ”The emphasis on the beauty of nature suggest that an ever increasing number of Europeans yearn for a simpler, rural lifestyle, perhaps as enjoyed by their parents or grandparents.” explained psychologist Dr David Lewis.

Canon Press Release

European Study into New Images Reflects Rejection of Modern Lifestyle

-    New image report from Canon finds today’s Europeans reject technology and modern lifestyle and yearn to go ‘back-to-basics’
-    Lack of ‘traditional’ images suggests breakdown of nationalistic identity

REIGATE, August 14th, 2007 – Canon, world-leader in imaging solutions, today published the results of a psychological report which found that despite the rising number of Europeans living in towns and cities, the average European yearned for a more rural and peaceful lifestyle. The report, commissioned by Canon as part of its We Speak Image fashion campaign, analysed over 13,000 images taken by members of the European public to celebrate their national identity.

Images submitted of nature and the environment far outweighed those focusing on technology and urban life and this theme of nature over industry was common across the 17 participating countries. Psychologist Dr David Lewis said: ”The emphasis on the beauty of nature suggest that an ever increasing number of Europeans yearn for a simpler, rural lifestyle, perhaps as enjoyed by their parents or grandparents.”

The report also revealed an almost total absence of traditional images, such as flags, national monuments or landmarks. “The surprising lack of symbols of state power suggests that Europe, at least as presented by these images, may have abandoned many of the nationalistic attitudes which led to two world wars,” Dr Lewis said.

But despite this common ground, distinctive national identities were apparent between countries:

Czech Republic -  A nation with an underlying ambiguity about where the country is now and where it’s heading in the future
Denmark – A nation that feels their country is rather special and in many ways stands apart from the rest of Europe
France – A sophisticated and civilised nation which imbues almost every aspect of life with passionate creativity and style
Germany – An assured, confident and optimistic nation, seeking to build their future carefully and confidently
Italy – A vibrant, passionate and sensual nation whose citizens unashamedly enjoy all aspects of life and live it to the utmost of their ability
Russia – A country in transition, pulled in different directions between a yearning for times past, and a hunger for the benefits and pleasures of the modern world
Spain – A nation with great flair, but beneath the public optimism and confidence there lurks a pessimistic view of life, that even on the brightest days dark forces may lie not far beneath their nation’s glittering surface
UK & Ireland – A country generally confident and optimistic about its place in the world with only slight nostalgia for times past, but still retains its core values of decency, tolerance and determination

In August, the most popular images from each country were given to a leading local fashion designer - including Matthew Williamson (UK), Jean-Charles de Castelbajac (France), Elio Fiorucci (Italy) and Sisi Wasabi (Germany) - who are using the images to inspire a ‘national’ fashion collection, created with the help of Canon’s state-of –the-art imaging equipment. The collections will be showcased at London, Milan and Paris Fashion Weeks, and made available to the public via exhibitions and events across Europe from September.

James Leipnik, Chief of Communication and Corporate Relations at Canon Europe said, “This is a fascinating insight into the hearts and minds of Europeans.  What is most interesting is that despite our many different languages, we are still able to communicate – universally and instantly – through the power of the image. We are eagerly anticipating the results of the project where Europe’s leading fashion designers have been inspired by these images and we can celebrate Europe’s cultural diversity and sense of style.”

For more information on the project you can visit http://www.canon-europe.com/wespeakimage. For each image uploaded, Canon has made a donation to Red Cross Societies across Europe.

Further Information on Dr David Lewis
David Lewis BSc (Hons) DPhil is a Chartered Psychologist and a Fellow of both the International Stress Management Association and the Institute of Directors. He is also a Principle Member of the Association of Business Psychologists, The Market Research Society, MENSA, The Magic Circle, the National Union of Journalists and The Society of Authors.

About Canon (UK) Limited
Canon is a world-leading innovator and provider of imaging and information technology solutions for the home and office environments.

Canon has a global philosophy of Kyosei - living and working together for the common good, which clearly demonstrates commitment to customers, staff and the environment shared by all.

Canon (UK) Ltd is the UK marketing and sales operation for the US$32 billion global company based in Tokyo, Japan.  In the UK Canon employs around 2,000 people in various locations including Ireland and has achieved sales of £541m in 2005.

The main business focus for Canon (UK) Ltd is in two clearly defined market segments: Business Solutions covering both the office and professional printing environments (including: multifunctional printers, IT consultation, photocopiers, printers, large format printers, fax machines, document management hardware & software) and Consumer Imaging (input solutions: film and digital cameras, camcorders, binoculars and scanners; and output solutions: Ink Jet printers, fax machines, desktop multifunctionals and multimedia LCD projectors).

Further information about Canon UK Ltd is available at:  www.canon.co.uk

Photo Credit: Steve Herteleer

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