Flair France 2021 - Now or Never

In 2021 the country is very pessimistic for what lies ahead, but open to new consumer trends.

The author(s)

  • Yves Bardon Ipsos, France
  • Mathieu Doiret Ipsos, France
  • Brice Teinturier Public Affairs, France
  • Isabelle Fortin Creative Excellence and Innovation, Switzerland
  • Youmna Ovazza Market and Stragery Understanding, Strategy3, France
  • Françoise Hernaez Ipsos UU, France
  • Yves Morvan Healthcare, France
  • Ludovic Dalle Channel Performance, Mystery Shopping, France
  • Arnaud Care Service Line Leader, Brand Health Tracking, France
Get in touch

Access the French version

10 things to know about France in 2021

1. Pining for the “good old days”

A majority anticipate that their situation is (or will be) worse than their parents was at the same age.

2. French people have little trust in each other... and even less in the ruling elite

A majority (51%) believe that “the ruling elite make decisions which they know to be contrary to the interests of the majority”.

3. Saving what you have, spending what you don’t

The 20% most affluent households experienced a significant increase in their net wealth, while the 20% least affluent were more indebted by the end of the summer than they were before the pandemic.

4. Learning to live from the sofa

Covid-19 and lockdown has taught French consumers and marketers alike some clear lessons which might “stick” long after the pandemic. One of them being; laziness is good!

5. French businesses were caught off-guard by remote working

Prior to the pandemic, 15% of those employed by small businesses were eligible for remote working but only 2% had plans to use collaborative digital solutions.

6. Money can’t buy you love

But 46% of the French public say it makes them happy, particularly in times of crisis.

7. Luxury shoppers recognise their privilege

However, they don’t feel ashamed about it.

8. A desire for digital health opportunities

Although it has historically been a weak spot in the local care offering, the French are now very open to preventive healthcare and telemedicine.

9. Shoppers demand a seamless omnichannel experience

What really matters is the continuity of customer experience across channels and, ultimately, down to the final point of sale.

10. French brands are ready to take a stand

But they are sometimes a bit too reactive and awkward in doing so.

The author(s)

  • Yves Bardon Ipsos, France
  • Mathieu Doiret Ipsos, France
  • Brice Teinturier Public Affairs, France
  • Isabelle Fortin Creative Excellence and Innovation, Switzerland
  • Youmna Ovazza Market and Stragery Understanding, Strategy3, France
  • Françoise Hernaez Ipsos UU, France
  • Yves Morvan Healthcare, France
  • Ludovic Dalle Channel Performance, Mystery Shopping, France
  • Arnaud Care Service Line Leader, Brand Health Tracking, France

Society