Reject luxury brands to save the planet? Non, say the French

Telegraph

29-04-2025

Young French people prefer to work for luxury brands and are happy to shun environmental concerns to do so, according to a new study.
A survey of 6,000 French individuals aged 16 to 30 revealed that 61 per cent hold a favourable opinion of employment in the luxury industry – this placed it above the civil service, charities and the health, automotive and IT industries in terms of positive attitudes to work.
Luxury brands are often criticised in the French media over concerns they are superficial and bad for the environment, however the study noted this had not deterred France's youth from seeking employment with luxury brands.
It reads: 'This result is particularly noteworthy as it contrasts with the often negative perception of this sector in France, which is regularly criticised in public opinion, the media and political debates.'
'Clearly, this criticism does not affect the appeal of this sector among the young people surveyed.'
The findings also run contrary to claims that millennials, born between 1981 and 1996, and Generation Z, between 1997 to 2012, are, as author Bret Easton Ellis put it, 'wusses' who complain all the time and would rather have a comfortable existence than work hard to earn more.
The research, conducted for the Institute Montaigne, found that higher pay was a top priority and that the majority of young people had no intention of retiring early.
The study said that findings contradict 'a widespread belief that young people are becoming detached from work, according it only a minimal role in their fulfilment (this is known as 'quiet quitting').'
Youth 'disillusioned' by low pay
Marc Lazar, one of the authors, said: 'They want to work and consider it an important part of their lives, provided it comes with good pay and a good quality of life outside of work.'
'If this hypothesis were correct, professional dissatisfaction should have no impact on young people's overall well-being. However, our results show the opposite: work remains a fundamental pillar of integration and personal fulfilment.'
Mr Lazar added that the lack of decent remuneration was the main source of 'disillusionment' among the young people surveyed because they placed good pay above 'quality of life at work (stress, work-life balance, teleworking, flexible working hours)'.
He said bosses should stop complaining that young employees have a problem with 'authority' and hear their 'message', namely: 'Stop, they have legitimate demands, and if you want your companies to innovate, adapt and integrate, you're going to have to listen to them too.'
French 'like to criticise'
France is renowned for being a powerhouse when it comes to luxury with Bernard Arnault, head of LVMH, the world's biggest luxury goods group, often cited as the wealthiest individual in Europe and sometimes the world.
The Gallic billionaire, who has bemoaned press criticism of the industry, will no doubt be encouraged by the study's findings.
Mr Arnault recently said that he was 'shocked' at Left-wing claims that luxury goods were useless.
He added: 'France is a country that likes to criticise, especially those who succeed and who are a bit known.
'These industries make extraordinary products that embody French quality.'
After he attended Donald Trump's inauguration in January, he said: 'I've just come back from the USA and I could see the wind of optimism reigning in that country. And when you come back to France, it's a bit of a cold shower.'
France's luxury sector accounts for around three per cent of GDP and employs around a million people directly or indirectly.