As distrust in institutions reaches new heights in France, the regions of Réunion and Mayotte are not spared from this silent crisis. In fact, it takes on a unique form here—combining feelings of abandonment, territorial relegation, and generational disconnect.
In this vacuum of trust, new voices are emerging: brands, influencers, and content creators who, often unintentionally, take on the role of social glue, collective storytelling, and cultural compass.
The crisis of trust is not new in Mayotte, and the recent disasters the island has faced have only deepened residents’ convictions. Broken promises, overwhelmed public services, and a sense of being dismissed by the Republic have led part of the population into a structural rupture with the State. Daily life is marked by violence and deep disillusionment.
In Réunion, while institutions appear more present, feelings of being left behind, youth unemployment, and unequal treatment also foster a quiet yet very real mistrust.
And among the youth? Politics no longer speaks their language. It no longer inspires them.
In this context, certain local or regional brands play a far more significant role than it seems.
They embody positive narratives, a sense of belonging, a tangible promise—where public discourse often remains abstract.
Dodo is deeply rooted in Réunionese identity, notably through street art, music, and the Creole language.
Zeop speaks to youth, innovation, and territory, with a tone sometimes bolder than that of public authorities.
Retailers like U or Le Forban highlight local production and Réunion-made products, while food policy remains mostly theoretical.
These brands have understood that they can no longer just sell. They must speak, represent, and engage.
On TikTok, Instagram, or YouTube, Réunionese and Mahoran creators are building communities and addressing real issues: high cost of living, lack of opportunities, dreams of elsewhere, the strength of local identity, discrimination.
They are followed, heard, and appreciated—while elected officials often struggle to capture attention.
Yet this new power of influence comes with a certain responsibility. It can foster beauty, justice, and collective energy—or, conversely, fuel anger, division, and retreat.
In these island territories—often seen as distant from the center—communication is not peripheral. It is political, in the noblest sense of the word.
To create connection.
To amplify forgotten voices.
To bring visibility to what is being built locally.
To offer alternative narratives to distrust and fatalism.
This may not be our original mission, but it might be our contemporary responsibility.
Brands, agencies, and content creators in Réunion and Mayotte have the ability—and sometimes the duty—to help rebuild a voice that resonates, unites, and restores trust.
Sources
2025 Barometer of Political Trust, CEVIPOF / Sciences Po
https://www.sciencespo.fr/cevipof/fr
Interviews and publications by Luc Rouban, CNRS (2024–2025)
Field observations – Facto Réunion & local partners
Jacques Ellul, The Technological Society, Calmann-Lévy, 1977