Propaganda that sells impoverishment: the video sparking outrage

The video that normalises impoverishment: the Government's propaganda causing outrage

A video that has been circulating for months has peine the debate on the Spanish Government's communication strategy. In it, a patronising voice-over invites viewers to accept a future of lower consumption, sacrifice and adaptation to the loss of purchasing power. It is not an NGO advert or an awareness campaign: it is official material. And the unease is considerable.

What exactly does the video say?

The spot, which some describe outright as "Orwellian", presents a contraction in living standards as desirable. The narrative appeals to intergenerational solidarity and the "demographic challenge", but critics argue that it actually seeks to lull the population into accepting economic decline. It leans on concepts such as energy efficiency and sustainability, though without mentioning concrete savings figures or compensation plans.

Housing, the elephant in the room

The debate has inevitably drifted towards the property market. Several analyses point out that energy efficiency policies — such as insulation regulations — have contributed to driving up housing costs, while supply is not growing at the pace of demand. "Prices have soared in areas where hardly anything is being built, even in 1960s homes that have not improved their efficiency," is a recurring argument. The implicit conclusion: the official discourse on the "demographic challenge" hides the real root of the problem: the lack of construction and migratory pressure.

The climate as an alibi

The campaign relies on the fight against climate change to justify cutbacks and sacrifices. Those who deny the scientific basis (or at least the urgency) denounce the use of the environment as an excuse to impose a model of impoverishment. At the opposite extreme, some argue that accepting climate reality necessarily entails costs. The clash is total: necessary sacrifice or propaganda for resignation?

The awkward fact: while the official discourse calls for austerity and efficiency, unrenovated flats are rising in value without any improvement in their energy consumption. The contradiction is served.