France Launches New Branding for Social and Solidarity Economy Amid Economic Challenges

On September 22, 2026, France unveiled a national branding initiative titled 'L’économie en mieux' to promote its social and solidarity economy (ESS), which employs 2.7 million people and engages 13 million volunteers. This new branding effort, introduced by CRESS Centre-Val de Loire during a regional webinar, results from months of collaboration between the State and ESS networks to enhance public recognition of the sector's values. The campaign includes a registered logo and slogan, a dedicated informational website with communication resources, and a national media drive supported financially by the State, aiming to unify diverse ESS actors under principles such as human primacy, gender equality, democratic governance, and ecological transition.

However, while visibility efforts ramp up, the ESS faces significant economic headwinds. David Cluzeau, president of the Union of Employers in the Social and Solidarity Economy (Udes), calls attention to looming risks of job losses and funding difficulties in 2026. An investigation by the Verian Institute found 74% of ESS leaders cite access to funding and subsidies as their main concern, alongside inflation and economic pressures. Cluzeau explained that ESS’s financial model hinges on three pillars: public policy funds, revenue from activities, and philanthropy, with the latter stable but limited.

Cluzeau warned of a "triple risk": a reduction of ESS actors’ capacities due to budget cuts, increased poverty stemming from job losses, and a risk of creating a "France à deux vitesses" regarding access to essential services. He urged the government to apply a "social gold rule" to budgetary decisions to safeguard social and territorial impacts. Udes proposed reforms including reforming the payroll tax and reinstating apprenticeship tax exemptions, which currently threaten 11,600 apprenticeship positions. Despite some progress, Cluzeau noted that the national ESS strategy would have minimal effect on the 2027 budget.

The 'L’économie en mieux' brand seeks to counterbalance these challenges by highlighting ESS as a vital, sustainable economic model rather than a secondary option. National communications will address key societal themes such as health, finance, and the environment, with campaigns relaunching ahead of the Mois de l’ESS in November, involving partnerships with France Télévisions and radio outlets. CRESS Centre-Val de Loire emphasizes ESS’s role as a realistic solution to social and economic issues, uniting its varied actors in a cohesive identity amid uncertain economic conditions.