French, a powerful and underestimated weapon in the business world – L’Express

When discussing the French language, Hugo, Molière, Proust and other great writers quickly invite themselves into the conversation. The concepts of “foreign trade”, “job creation” or “economy” emerge more rarely – unless you belong to the Alliance of French-speaking Employers.

However, French is today the third most used language in business, with 16% of global GDP and 20% of trade recorded on the planet, according to Business France, the public establishment responsible for helping SMEs to establish themselves. project internationally. It is also the second most taught language in the world and the fourth in terms of uses on the Internet. As for the number of French speakers, it is estimated at 310 million today. These figures should be considered with caution, to the extent that it is impossible to say when an individual “masters” a language. On the other hand, the strong future increase in the number of French speakers is an established fact. It will double in the coming decades, driven in particular by African demographics.

A climate of trust

The influence of the use of French in business is beyond doubt, as noted by Jean-Lou Blachier, president of the Groupement des entrepreneurs francophones. “In 2019, I organized the International Forum of French-speaking Businesses in Senegal,” recalls the author of a recent report on the subject for the Economic, Social and Environmental Council. “I met the boss of a small company of five employees which produced cashew nuts Two years later, this boss came back to see me, delighted: ‘Thanks to the contacts I made at this show, I multiplied my turnover by ten and. hired 15 additional people.’ This demonstrates the economic potential of the French-speaking area, as long as we know how to organize it.”

An analysis confirmed by Yves Montenay, central resident and doctor in political demography: “I sometimes participate in Medef demonstrations in Seine-Saint-Denis, where we come across many entrepreneurs of foreign origin. They seek to establish themselves in their countries of origin, notably in Ivory Coast, Cameroon, Gabon, and the Democratic Republic of Congo. This is where, thanks to French, they find natural opportunities.”

Would these bosses have concluded the same agreements with companies dealing in English? Not necessarily. Because linguists have demonstrated it: having a common language creates a climate of trust and allows us to understand each other better. “Sharing French brings irreplaceable complicity, intimacy and efficiency,” underlines Laurent Saint-Martin, the brand new Minister of Budget and Public Accounts, until now director of Business France. And this is true not only in the thirties of states in the world where our language has official language status, but also in South-East Asia and Latin America, where we also meet people who speak French.” The proof in the figures: trade between French-speaking countries is 18% higher than trade between French-speaking and non-French-speaking countries, assures Business France.

English, vector of a vision of the world

Linguistic supremacy is therefore a commercial weapon, the Anglo-Saxons have understood this for a long time. The Americans rely on culture to shape minds and, incidentally, sell their goods better. “Jazz,” said President Eisenhower, “is America’s best ambassador.” Even better, if we can say so: the academic Robert Phillipson revealed the existence of a confidential report established after an Anglo-American conference organized in 1961 in Cambridge. From the opening speech, the ambition was clear: “English must become the dominant language and replace other languages ​​and their worldviews.” A strategy of which Disney, Netflix, Hollywood, Google and others are the most influential agents.

It’s obvious: it is always easier to impose your views when discussions take place in your own language. “Forcing international civil servants, diplomats or ministers, to express themselves in a language that is not theirs is equivalent to placing them in a situation of inferiority. This deprives them of the capacity for refinement, which amounts to to make concessions to those whose mother tongue it is,” denounced former UN Secretary General Boutros Boutros-Ghali in 1998. The same goes for researchers: while a British, Australian or American engineer can devote all his energy to his work, his French or Italian competitor must invest part of his time in perfecting his English…

Faced with this steamroller, is there a growing awareness among us? A few signals could suggest this. In recent years, an Alliance of French-speaking employers has emerged and several reports on the subject have been written, notably by Jacques Attali. As a symbol, the next Francophonie Summit – which, for the first time in thirty-three years, is being held in France on October 4 and 5 – includes a “French-language innovations fair”, Francotech. Artificial intelligence, energy transition, logistics, finance: 1,500 professionals from 100 countries will gather at station F, in Paris, with the objective of developing their businesses within the French-speaking world. An obviously positive initiative, especially since the market is buoyant. “With growth of 2.2% per year, the French-speaking world constitutes the most dynamic linguistic space in the world,” underlines Ilyes Zouari, president of the Center for Study and Reflection on the French-speaking World. In many countries, in fact, the vigor of economic growth contrasts with the French sluggishness: + 6% expected in 2024 in Benin; + 4.3% in Cameroon; + 6.5% in Djibouti; + 5.8% in Vietnam.

Choose France, Smile in Reims…

With such prospects, it is therefore a coherent policy that must now be put in place. By establishing common standards in the field of law and accounting – they already exist in part, a legacy of our former colonial Empire. By facilitating the reception of foreign students, to avoid seeing them leave for the United States or the United Kingdom. By issuing visas to researchers, conference attendees and businessmen. By developing the place of French as a language of teaching. Without forgetting to massively support our cultural industries, particularly in cinema, music or TV series – sectors dominated today by the Anglo-Saxons. “In 2004, 77% of Quebecers listened to French-speaking music. On Spotify, this figure fell to 8%!” alarms Jean-François Roberge, Quebec’s minister of the French language.

Alas… Apart from the occasional speeches, this will does not exist today. This is evidenced by the titles of the summits taking place in France. The One planet summit for the Oceanin Brest; Choose Francein Versailles… International events, let’s admit. But then, why do public authorities use English to address… the French? From the operation Smile in Reims intended to welcome new arrivals – of whom it is doubtful that they are all English speakers – to the Pass (without e!) culture of the ministry of the same name, up to the plan One Health of the Ministry of Health. As if French was old-fashioned by nature and incapable of expressing modernity. However, there is a basic rule in linguistics: it is rarely by giving the feeling that we are ashamed of our own language that we make others want to adopt it…