The health crisis has brought the topic of "Made in France" to the forefront of economic and societal discussions. The political call for national and European sovereignty has reshuffled the deck regarding the relocation of French industrial production.

This involves several key issues:

• Job preservation

• Reducing the environmental footprint of businesses

• Changes in household consumption

• Territorial independence

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The agency Insign, in collaboration with the Opinion Way polling institute, has conducted research over the past year, interviewing consumers twice and business leaders to compare their perceptions.

• What are the current consumption practices?

• What do French people prioritize when making a purchase?

• What are the barriers?

• What do businesses observe?

• How should companies rethink their approach to Made in France?

• What brand messaging should be communicated to grow the business?

With this study, we offer you insights on the value of the France brand in three parts:

Part I: Buying French during the crisis, an act of economic patriotism

Part II: Consumers ready to change their habits to buy less but more expensive French products

Part III: What actions are needed for French companies?