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Last week, two pieces of research placed a sharp focus on the real difference that exists between Europeans and Americans. One was a study of attitudes amongst American small business owners from Gallup and Wells-Fargo and the other a report from France highlighting how the French cannot afford all the leisure time they now have.

The American small business owners, who despite having little time for themselves seem blissfully happy, in the study, a staggering 47% stated that even if they won $10 million in the lottery, they would still be small business owners.

Contrast that with the French, who now work 35-hour weeks and cannot afford the free time, because the temptation to spend is so great. So the French have are cutting their vacation time and are now less likely to take trips overseas.

American small business owners seem to represent the cutting edge of global working futures. Empowered by freedom and driven by the needs of survival, this is one motivated group. They are driven, not just by the promise of a material consumer culture; instead they've become their work. Their very own identity and personal success is embodied in their businesses. In such an environment, people view the world through a very different lens to those in more traditional working environments.

The French are still in the middle ground, having been sold the promise of the consumer culture, but now they don't have the means by which to acquire it. This can only lead to massive disappointment and dissatisfaction. Perhaps there will be another French revolution?

If it happens, the revolution will be a shift away from the Western consumerist model to the Western entrepreneurial model.

Many Western workers, no matter where they work or live, will be required to become their own personal brand. The real threat of the outsourcing of white-collar jobs to India and China will mean that the Brits, the Germans, the French and even more Americans will be forced to run their own businesses. The consequence of this will be significant, causing a gravitational shift away from external consumerist influences to entrepreneurial ones.

Brands proficient in understanding this subtle emotional difference will have a huge market to tap into.

Can your brand help everyman become small businessman?