2025 Review & 2026 Outlook: At the Heart of French Priorities, Between Resilience and the Search for Meaning

The year 2025 unfolded in a global context marked by a series of challenges: political crises in France, ongoing international conflicts, natural disasters... These events could have easily undermined the morale of the French people. Yet, our latest WPP Media study, conducted in January 2026, reveals a surprising resilience among the French people, whose morale has remained steady. Far from succumbing to despair, they are resolutely turning toward a quest for personal balance and well-being in 2026. Let’s delve into the key insights from this pivotal period.

2025: In a Challenging Global Context, the French Seek Personal Balance

The year 2025 was widely perceived as particularly difficult. Nearly 97% of French people identified at least one negative event that marked the year. Unsurprisingly, the French political crisis was the most significant event for 62% of respondents, followed by the conflict between Israel and Gaza (38%) and the Louvre robbery (38%). These figures reflect a general sentiment of a “depressing” or “challenging” year for 41% of respondents.

The Paradox of Stability: Despite this bleak backdrop, the positive personal assessment of the French maintained a remarkably stable positive personal outlook, with 37% of respondents reporting a positive personal assessment. This finding is particularly striking as general morale—though still far from pre-Covid levels for younger generations—has stabilized for the third consecutive year. How can this resilience be explained?

The Pillars of Well-being: The study highlights essential sources of support that help maintain morale. The family sphere remains the central pillar, with a positive assessment of 72%. Love (60%) and health (55%) also retain their importance, though both saw a slight decline compared to the previous year. Notably, and for the first time, culture has emerged as a major source of personal balance, rising to second place (61%), on par with love and even surpassing health. This signals a strong desire for meaning and escape in an increasingly complex world.

2026: Clear, Pragmatic, and Peace-Oriented Expectations

The primary expectation for 2026 is “lower prices,” cited by 64% of respondents. Following closely, and significantly, is the “end of the war in Ukraine” (54%, +7 pts vs 2024) and the “end of the conflict in the Middle East” (31%), highlighting a deep desire for peace and stability on the international stage.

Resolutions for a Better Quality of Life: This quest for peace is also reflected in personal resolutions. A collective awareness seems to be taking shape, driving a determination to achieve a better life balance. The French are making clear commitments:

• Taking better care of themselves is an absolute priority for 85% of them (+4 points vs 2025).

• Eating healthier (82%, +5 points vs 2025).

• Spending more time with family (82%).

• Being more positive (81%).

• Committing to being more eco-responsible (72%, +3 points vs 2025).

These choices reflect the French people's desire for greater personal well-being, a return to essential values, and the adoption of healthier lifestyles. While collective concerns, such as eco-responsibility, remain important, they are less of a priority compared to personal well-being.

In Conclusion

This study paints a nuanced yet optimistic portrait of the French people. Faced with global uncertainty, they are choosing to focus on what matters most: their personal balance, their loved ones, and a healthier lifestyle.

Understanding these dynamics is crucial for developing strategies that create meaningful and lasting connections with consumers:

• Prioritize well-being and “self-care” in messaging

• Facilitate reconnection and shared experiences

• Demonstrate authentic eco-responsible commitment

• Address purchasing power concerns by emphasizing value, not just price

Communications must resonate with these deeply held values, offering solutions for a more balanced daily life and supporting aspirations for a more peaceful future, both individually and collectively. 

Study Methodology

This study was conducted by WPP Media among 929 individuals representative of the French population aged 18 to 75, between January 7 and 12, 2026. Data was collected via a CAWI (Computer Assisted Web Interview) questionnaire accessible on PC, smartphone, or tablet, using WPP Media’s proprietary panel.