Information plays an essential role in our democracies. With the advent of social networks over the last fifteen years, and today the rise of theIA, the most harmful practices have appeared on the platforms. False information, polarization, instrumentalization… In this new “wild west”, the media and brands are sometimes leading a common reflection. To discuss it, We Are French Touch therefore invited Nathalie Sonnac, professor at the Panthéon-Assas University (president of the COP, CLEMI, and CEDE), Catherine Spindler, deputy CEO of Lacoste et Elsa Darquier Fournier, COO of Brut.

« The traditional media model is about to falter, and with it an entire ecosystem of guarantees of a process of production of quality information. ", Nathalie Sonnac states from the outset, citing a study by Arcom (Audiovisual and Digital Communication Regulatory Authority). In 2030, two thirds of advertising revenues will be invested in platforms and no longer in media. In this threatening perspective for the information economy, the success of the Brut media, a pure player of social networks, shows that producing quality information is still possible today. " To combat disinformation, at Brut, we rely on the 150 comments generated per week on the platform ", explains Elsa Darquier Fournier de Brut, relying on the recent example of the conviction of Dominique Pélicot. " Everyone cried foul. "He didn't get life!" There was an explanation of the text to provide, because the maximum sentence in France is 20 years. So we produced a story the same day to explain French law. It's a wealth to have this feedback from citizens and consumers. ».

How then can we use this creative intelligence and this French taste for debate to serve brands? Brut enjoys strong trust among young people, with 88% of trust among 15-35 year-olds. This makes it a trusted third party, the manager testifies. The association between a media and a brand helps protect the latter, while conveying an authentic message, because the logo of a media gives credibility to the information. The challenge is therefore to know how to work together, without mistrust ».
Platforms like TikTok show the enormous power of the consumer in the commercial success or failure of a product. A major factor in this changing environment, according to Catherine Spindler of Lacoste. Consumers today feel that they know much more than anyone else. In this context, Lacoste, with its 90 years of history, chooses to return to its core values: truthfulness, authenticity and product quality. For Lacoste, this is the basis of trust and sustainability, and investing in quality and sustainable products is essential to maintain itself in this constantly changing world. ».

Presented in September 2024, the report of the "States General of Information" brings visibility to this fundamental debate. According to its conclusions, the world in 2050 will be crossed by five major shocks, economic, social, political, technological and environmental. Three scenarios then appear. The most optimistic describes a world where information is exploding ", relates Nathalie Sonnac. A true golden age of information: " People no longer want advertising and are looking for media that informs them in a clear, secure and hierarchical manner. In this scenario, information is no longer dependent on the advertising business model. This evolution cannot happen without educating citizens about media and information. ", pleads the specialist.

In this perspective of upheavals in the traditional advertising model, Catherine Spindler sees for the big brands the choice of two complementary axes of development. On the one hand, continue to tell captivating, almost cinematic stories to transport consumers into a world of dreams and desirability. On the other hand, everyday advertising will be more focused on a direct relationship between the brand, the consumer and the media platforms. Brands will then have to guarantee the quality and veracity of the information they disseminate. This change is already underway, even if its maturity varies according to markets and regions, especially for brands operating on a global scale. ».

For Elsa Darquier Fournier, whose media is already active in the production of content for brands, " In this changing landscape, brands need to rethink their approach to community management. Previously, it was enough to publish content and eliminate hateful comments. Today, it is about actively animating the audience, by intervening in discussions outside their own content, in particular to correct misinformation. For example, in the case of a brand committed to food insecurity, the role of the community manager is to integrate brand initiatives into relevant “feeds”. In this way, the brand’s message spreads naturally " According to Brut's COO, brands have a unique power, especially when they support good causes, and " can change the world faster than institutions or public authorities alone ».

The revolution must also be carried out among advertisers, insists media specialist Nathalie Sonnac. Why not an even stronger commitment from brands? Can these advertisers direct part of their spending, their ads, towards media tagged "political and general information"? Advertisers are doing a great job in the areas of equality and parity. Let's add another "e" to CSR, that of education. Any individual who becomes an employee in a company should be able to benefit from an internship to learn what information is, what the information process is, what AI is, how to detect manipulation, etc. »

This commitment requires some nuances. Catherine Spindler explains: “ Companies are increasingly aware of their social responsibility, especially in engaging younger generations. However, it is crucial that they clearly define the role they want to play in transforming society. Some companies are criticized for not responding to each global crisis. To be truly transformative, they must choose the causes they support and commit concretely to these issues, rather than just making superficial statements during each disaster. ».

What about influencers by 2050? It is becoming essential to find personalities capable of authentically embodying a brand or a product, going beyond simple promotion, defends Catherine Spindler. Authenticity and accuracy in this incarnation will be increasingly scrutinized. Influencers will no longer be able to promote several products in one day. In addition, the end consumer is taking an increasing place in influence. Some platforms have given a great voice to consumers, who themselves become influencers. Brands must therefore learn to orchestrate this link with consumers in an appropriate way, so that their influence can positively nourish the brand. ».

We come back to the question of education. A central and essential point to avoid manipulation in influence, insists Nathalie Sonnac. The consumer, who now holds the power, must be well informed to avoid spreading misinformation, because social networks and algorithms can amplify misinformation. Influencers, who operate in an algorithmic environment, can wield considerable power. Companies and advertisers have a key role in training, especially for young people, to combat the confusion created by fake news, artificial intelligence and deep fakes. The media, as essential players in quality information, must also contribute to this education. It is crucial to train community managers and put in place regulations to avoid chaos on social networks. This requires collaboration between the media, advertisers and public authorities, with regulations to supervise this new information ecosystem. The role of advertisers has never been more important ».