One year before the 2027 presidential election, Robert Zarader, head of communication agency Bona fidé, believes France is moving away from absolute majorities behind the president. He suggests the possible arrival of a « ticket » era where candidates name their prime minister upfront. In a Figaro interview, he launches a collection on political communication.
Robert Zarader, president of the Bona fidé communication agency, speaks out one year before the 2027 presidential election. In an interview with Louis Hausalter for Le Figaro, published on April 7, 2026, he launches a collection of short texts titled « Les idées de Bona fidé » on political communication.
Zarader laments that « la communication a pris le pas sur le politique », or communication has overtaken politics. He explains the public debate has become impoverished, with weak convictions replaced by communication due to a lack of political visions. He highlights the explosion of social media, info channels, and political guests on media, creating more containers than content.
He states « tout montre que l’on sort d’une logique de majorité absolue derrière le futur président », indicating a shift from absolute majorities. Extremes have better captured the ability to present a national vision than traditional parties. He references Emmanuel Macron’s unfulfilled promise to end the left-right opposition.
Zarader suggests « l’ère des tickets est peut-être venue, avec des candidats qui indiqueraient d’emblée qui sera leur premier ministre », or the ticket era may have arrived. This interview sheds light on expected changes in political strategy ahead of the vote.
