{"id":1247,"date":"2025-06-02T16:00:00","date_gmt":"2025-06-02T14:00:00","guid":{"rendered":"https:\/\/2030investirdemain.com\/?p=1247"},"modified":"2025-07-08T12:23:01","modified_gmt":"2025-07-08T10:23:01","slug":"made-in-france-how-consumers-can-accelerate-reshoring","status":"publish","type":"post","link":"https:\/\/2030investirdemain.com\/en\/2025\/06\/02\/made-in-france-how-consumers-can-accelerate-reshoring\/","title":{"rendered":"Made in France: How Consumers Can Accelerate Reshoring"},"content":{"rendered":" \n
\n
\n

\n Made in France: How Consumers Can Accelerate Reshoring <\/h2>\n
\n <\/div>\n
\n

The \u201cJust Reshoring\u201d working group, co-led by Sycomore AM, dedicated its third workshop to exploring the potential role of consumers in reshoring decisions.<\/strong><\/p>\n <\/div>\n <\/div>\n <\/div>\n \n\n

\n
\n
\n
\n \n <\/div>\n
\n

\n <\/h2>\n <\/div>\n
\n
\n \n <\/div>\n <\/div>\n
\n
\n
\n

Can consumers drive reshoring efforts?<\/strong><\/p>\n

This was the central question guiding the third workshop of the \u201cJust Reshoring\u201d working group, co-led by Sycomore AM.<\/p>\n

The aim: to assess how consumer choices can help support French-made production, in a context marked by deindustrialization, a cost-of-living crisis, and growing demands for a more sustainable and sovereign economy.<\/p>\n <\/div>\n <\/div>\n <\/div>\n <\/div>\n <\/div>\n <\/div>\n \n\n\n

<\/p>\n\n\n\n


Participants were invited to reflect on a contribution shared beforehand by Thomas Huriez, founder of the brand 1083. Drawing on his experience as an entrepreneur committed to redeveloping the textile sector in France, he expressed a strong conviction: proximity \u2014 not only geographical but also emotional and temporal \u2014 fosters citizen engagement and encourages responsible consumption choices. \u201cThe farther it is, the more disengaged we feel. But when it\u2019s close \u2014 geographically or emotionally \u2014 we tend to make more responsible choices,\u201d he noted. For him, rebuilding local supply chains that are more transparent and accessible would not only help relocate production but also create a shared narrative and strengthen the sense of belonging and coherence between individual choices and collective challenges.<\/p>\n\n\n\n

Shifts in the perception of Made in France<\/strong>
Charles Huet, co-founder of La Carte Fran\u00e7aise, responded by recalling that \u201cin the 1990s, this topic remained confined to activist circles amid accelerating globalization, which continued into the 2000s with a marked deindustrialization in France.\u201d The turning point came in the early 2010s: Made in France gained visibility and gradually became \u201cone of the most consensual topics nationwide, regardless of ideological divides,\u201d driven both by the rise of new committed brands and by structuring public initiatives.<\/p>\n\n\n\n

However, the Covid crisis marked a \u201ctipping point for many consumers confronted with reality amid inflation,\u201d he added. Rising production costs for French manufacturers combined with eroding purchasing power slowed the momentum. As a result, despite ongoing media coverage, Made in France now accounts for only a minority share of French consumers\u2019 purchases. \u201cEveryone aspires to it, but few actually consume it. There is a huge gap between words and actions,\u201d he regretted.<\/p>\n\n\n\n

Persistent barriers<\/strong>
This contrast between cultural consensus and purchasing reality is explained by a set of persistent obstacles still hindering the growth of Made in France consumption. One key issue highlighted by Charles Huet is a lack of awareness and general culture around French brands. \u201cConsumers overwhelmingly favor major general retailers and are often unaware of fully French-made alternatives,\u201d he emphasized.<\/p>\n\n\n\n

This lack of knowledge comes with an identification problem: \u201cThere is often a major confusion about the apparent nationality of a product or brand.\u201d Some brands perceived as foreign \u2014 like Coca-Cola or McDonald\u2019s \u2014 actually produce predominantly in France. Conversely, the presence of a tricolor flag or a French-sounding name is no guarantee of local manufacturing. The result is blurred landmarks, leaving consumers struggling to navigate.<\/p>\n\n\n\n

Price is another commonly mentioned barrier. \u201cMade in France is perceived as more expensive,\u201d noted Charles Huet. This perception persists despite not always reflecting reality. Several popular brands, such as Dop, Bic, or Mousline, offer French-made products at competitive prices, panelists pointed out. Yet these examples remain poorly identified as such. Lack of visibility and absence of a common narrative about Made in France perpetuate this misconception, even when price differences are minimal or nonexistent.<\/p>\n\n\n\n

Another decisive factor is that purchasing decisions remain primarily guided by other criteria than origin or socio-economic impact, according to Charles Huet. \u201cDoes it fit me? Am I proud of it? Is it fashionable?\u201d \u2014 these subjective dimensions continue to dominate consumer choices. \u201cMade in France is not a purchase driver: it\u2019s an added pride but not what tips the decision.\u201d<\/p>\n\n\n\n

La Carte Fran\u00e7aise: an underutilized lever<\/strong>
Each year, social and economic committees (CSE) distribute over \u20ac2 billion in gift cards, recalled the co-founder of La Carte Fran\u00e7aise \u2014 a gift card exclusively usable with retailers and brands whose products are over 70% assembled in France. Yet less than 10% of CSEs opt for this card. \u201cThey all say: I love Made in France. But very few act on it,\u201d lamented Charles Huet.<\/p>\n\n\n\n

In practice, nearly 90% of these amounts are captured by about fifteen generalist retailers preferred by employees. Elected representatives, though ostensibly sensitive to Made in France issues, also seek to meet employee expectations. To reverse this trend, he argued, the network of partners should be expanded and the offer\u2019s clarity improved, making the Made in France choice more natural and attractive.<\/p>\n\n\n\n

Strengths of Made in France<\/strong>
In the face of these obstacles, Charles Huet reminded the audience of some of the advantages linked to consuming Made in France products. Environmentally, France benefits from a decisive advantage thanks to \u201cits electricity mix, the least carbon-intensive in the world.\u201d Socially, prioritizing national production supports \u201cthe financing of the social model, strengthens economic sovereignty, and supports territorial cohesion,\u201d he defended: \u201cThere is nothing greener, more eco-responsible, or more frugal than Made in France.\u201d Yet some consumers turn to European products perceived as more accessible. \u201cBut these choices bring no direct benefits to French employment or the social model,\u201d he qualified.<\/p>\n\n\n\n

Certain sectors appear more directly connected to consumer concerns, particularly regarding health, observed Charles Huet. \u201cFor food products, Made in France remains associated with a strong quality guarantee, while toys made in France can be seen as safer for children.\u201d In his view, \u201ceveryone has a good reason to buy Made in France\u201d \u2014 whether unionist, environmentalist, patriotic, or entrepreneurial. \u201cMade in France is a daily, consensual, powerful lever \u2014 but still difficult to activate.\u201d<\/p>\n\n\n\n

Encouraging consumption<\/strong>
To further encourage consumption of Made in France products, Charles Huet mentioned several potential levers, notably economic ones, including purchasing power enhancement through employers, as well as a more strategic orientation of public support. \u201cEven with constant public spending, a multiplier effect on employment and social model funding can be achieved,\u201d he noted.<\/p>\n\n\n\n

For example, billions of euros in bonuses paid annually by the State could potentially be directed towards payment cards exclusively usable for buying French-made products. Such a mechanism would boost the visibility of French brands and initiate cultural and economic learning about Made in France, according to Charles Huet. Public procurement is another often underused lever. Without instituting national preference, several panelists noted that public purchases could be aligned with coherent economic, social, and environmental goals.<\/p>\n\n\n\n

Other suggestions involved a more cultural approach. This would include better promoting Made in France, facilitating product identification, and building a narrative capable of garnering support. Many French consumers unknowingly buy locally made products due to poor clarity about origin, labels, or brands. For Charles Huet, buying French \u201cis not just an act for oneself, it\u2019s an act for others.\u201d This requires a degree of projection, sometimes giving up short-term reflexes \u2014 hence the need to make this narrative more accessible, embodied, and desirable.<\/p>\n\n\n\n

Finally, consumers themselves have a central role beyond the mere act of purchasing. Questioning a seller, expressing expectations \u2014 these free actions, when multiplied, can influence a distributor\u2019s choices. \u201cConsumers don\u2019t just give money; they also send a signal,\u201d noted Charles Huet. To him, consuming Made in France relates to a broader question of collective responsibility and altruism. \u201cIt questions the depth of our eco-responsibility feelings. If we want a responsible society, we must act responsibly ourselves and set an example.\u201d<\/p>\n\n\n\n

Valuing Made in France<\/strong>
While some companies emphasize their local roots, Made in France rarely drives their strategic choices. At Renault, for example, the production of the new R5 in France is mainly explained by the nature of the product \u2014 a high value-added electric vehicle \u2014 rather than explicit consumer demand, explained Cl\u00e9mentine De Quatrebarbes, Analyst & Investor Relations at Renault Group.<\/p>\n\n\n\n

\u201cAt low price differentials, consumers may favor French products. But if the gap is too wide, brand image must compensate,\u201d she stated. Thus, Made in France often remains a secondary marketing argument \u2014 \u201cthe cherry on top\u201d \u2014 but rarely a primary purchase criterion. In this logic, marketing enhances a pre-existing industrial decision: \u201cWe make the most of an already established strategy by highlighting know-how and local roots.\u201d<\/p>\n\n\n\n

And from the investors\u2019 side?<\/strong>
While consumers can encourage reshoring through their purchases, investors could also help build an ecosystem favorable to Made in France. Several panelists mentioned this still underdeveloped avenue. \u201cOnce a few major companies and startups are identified, does the investment universe offer sufficient depth?\u201d wondered Karine Leymarie, Head of Investment and Sustainable Finance Expertise at MAIF.<\/p>\n\n\n\n

\u201cWe will see more funds emerging around sovereignty themes,\u201d anticipated Gr\u00e9goire Coust\u00e9, mentioning the opportunity to include a Made in France dimension. Charles Huet suggested offering savings products \u2014 including employee savings \u2014 oriented toward companies with a strong industrial footprint in France or Europe. These products could take the form of thematic funds, meeting growing investor demand: \u201cAccording to our latest survey on French people and responsible investment, 70% consider \u2018local economic development\u2019 a priority theme,\u201d added Gr\u00e9goire Coust\u00e9.<\/p>\n\n\n\n

However, as Tarek Issaoui, Chief Responsible Economist at Sycomore AM, stressed, \u201cprofitability must be there\u201d \u2014 a criterion savers still struggle to project over the long term. Karine Leymarie also emphasized the need for simplification and storytelling: \u201cSavers have strong expectations regarding local investment. Today, the most resonant stories are about concrete, solidarity projects rooted in territories. But we could also build this narrative around large companies that also have genuine local roots. There is still a perception bias to overcome.\u201d<\/p>\n\n\n\n

This is especially important since some companies, such as LVMH or Herm\u00e8s, have a much higher industrial footprint in France than their sales in the country. \u201cThey produce ten times more in France than they sell there,\u201d noted Charles Huet. But their luxury image does not spontaneously evoke local employment, making their inclusion in thematic funds potentially counterintuitive. Hence the need for educational and simplification efforts to clarify the promise carried by these products.<\/p>\n\n\n\n

<\/p>\n\n\n\n

<\/p>\n\n\n\n

<\/p>\n\n\n\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

Participants were invited to reflect on a contribution shared beforehand by Thomas Huriez, founder of the brand 1083. Drawing on his experience as an entrepreneur committed to redeveloping the textile sector in France, he expressed a strong conviction: proximity \u2014 not only geographical but also emotional and temporal \u2014 fosters citizen engagement and encourages responsible […]<\/p>\n","protected":false},"author":1,"featured_media":1117,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[21],"tags":[],"class_list":["post-1247","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-social-en"],"acf":[],"_links":{"self":[{"href":"https:\/\/2030investirdemain.com\/en\/wp-json\/wp\/v2\/posts\/1247","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/2030investirdemain.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/2030investirdemain.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/2030investirdemain.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/2030investirdemain.com\/en\/wp-json\/wp\/v2\/comments?post=1247"}],"version-history":[{"count":1,"href":"https:\/\/2030investirdemain.com\/en\/wp-json\/wp\/v2\/posts\/1247\/revisions"}],"predecessor-version":[{"id":1249,"href":"https:\/\/2030investirdemain.com\/en\/wp-json\/wp\/v2\/posts\/1247\/revisions\/1249"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/2030investirdemain.com\/en\/wp-json\/wp\/v2\/media\/1117"}],"wp:attachment":[{"href":"https:\/\/2030investirdemain.com\/en\/wp-json\/wp\/v2\/media?parent=1247"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/2030investirdemain.com\/en\/wp-json\/wp\/v2\/categories?post=1247"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/2030investirdemain.com\/en\/wp-json\/wp\/v2\/tags?post=1247"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}