France's New Premier Is Popular in Private, But Tarred by Macron

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  Published in Politics and Government on Thursday, September 11th 2025 at 0:37 GMT by Bloomberg L.P.

France’s New Premier: A Quiet Success Amid a Troubling Legacy

September 11, 2025 – In a move that stunned the French political landscape, President Emmanuel Macron announced the appointment of Éloïse Durand as France’s new Prime Minister. The decision—announced on Thursday evening at the Élysée Palace—signals a bold, if risky, pivot for Macron’s third term, as he seeks to navigate an increasingly fragmented legislature and a public that is hungry for change.

Durand, 48, is a former finance minister and senior civil servant who has spent the past decade leading France’s state-owned enterprises. She served as Minister of Finance from 2021‑2023 and was a key architect of the “Digital Tax” that drew ire from tech giants. Unlike her predecessors, Durand has never been a front‑line politician; her popularity is largely derived from her technocratic credibility and her reputation for being a “problem‑solver.”

High Poll Numbers, Low Media Visibility

According to a recent OpinionWay poll conducted in early September, Durand enjoys a private approval rating of 62 %, a figure that surpasses that of any other candidate in the race for the premiership. “The public loves her for her competence and her clean record,” says Dr. Sophie Laurent, a political scientist at the Sorbonne. “She is seen as a bridge between the technocratic elite and ordinary citizens.”

However, Durand’s low profile in the media has limited her visibility. In an interview with Le Monde, she admitted that she has deliberately stayed out of the spotlight. “The role of the premier is to manage the machinery of government, not to be the face of the presidency,” she said. This approach, while effective at keeping her away from partisan battles, has left many voters uncertain about her personal vision for France.

Tarred by Macron’s Shadow

Durand’s relationship with President Macron has proven to be both an asset and a liability. While Macron lauded her “deep understanding of public policy” during the announcement, he simultaneously hinted at a “tension” in their working relationship. In a leaked briefing, Macron remarked that Durand would “challenge my agenda in subtle ways.” The comment sparked a flurry of speculation that Durand may have been appointed to serve as a “soft veto” against some of Macron’s controversial proposals.

The tension is not purely personal. Durand’s policy priorities, particularly her stance on the “Digital Tax,” have put her at odds with the European Commission, which has warned that the tax could trigger a “trade war” with the United States. Meanwhile, Macron’s push for a “European Union of the 21st Century” requires a unified front that Durand’s independent streak may compromise.

Policy Agenda: Economy, Environment, and the Digital Frontier

Durand’s first major announcement—a three‑year “Fiscal Plan for Resilience”—was met with both praise and skepticism. The plan, which proposes a 1 % increase in the wealth tax and a 2 % rise in the VAT on luxury goods, aims to balance France’s fiscal deficits without stifling growth. The Financial Times has dubbed the plan “ambitious but realistic,” citing Durand’s experience in state‑run finance.

In addition, Durand has pledged to accelerate France’s green transition. She set a target to reach 40 % renewable energy by 2030 and announced a new incentive scheme for electric vehicles that mirrors the EU’s Green Deal. “We must invest in a future that is both sustainable and inclusive,” Durand said in a press conference, drawing support from environmental NGOs such as Les Amis de la Terre.

Durand’s background in the digital sector has also led her to propose a comprehensive “Digital Innovation Act.” The act seeks to streamline data sharing between public and private entities, a move that could spur startups but also raise privacy concerns. France’s Data Protection Authority has expressed cautious optimism, noting that the act would “strengthen the digital economy while safeguarding citizen rights.”

The Opposition’s Reaction

Opposition leaders have been quick to criticize Durand’s appointment. Marine Le Pen, leader of the National Rally, called the decision “a betrayal of the people.” “Macron is choosing a technocrat who will continue to push for austerity and tax reforms that hurt the working class,” she declared.

The Socialist Party’s leader, Jean‑Marc Gervais, offered a more measured critique. “We respect Durand’s experience, but her lack of a clear policy vision risks alienating the very voters who need us the most.” Gervais called for a “joint platform” that would address social inequality, a point that Durand has yet to address publicly.

Looking Forward

Durand’s first 100 days will be crucial. She faces the dual challenge of balancing her technocratic approach with the need for broad political coalitions, while also navigating the shadow of Macron’s presidency. Will her reputation as a “private person” translate into a more inclusive government? Or will her independent streak, which has already led to friction with Macron, ultimately undermine her effectiveness?

Bloomberg’s in‑depth coverage of French politics will continue to track Durand’s performance, particularly her handling of the Digital Tax and the new Fiscal Plan for Resilience. In the coming weeks, we will monitor how Durand’s cabinet reshuffles—she is expected to bring in a new Minister of Economy and a new Minister of Environment—will shape France’s trajectory in a rapidly evolving global landscape.

Sources: Bloomberg Politics, Le Monde, Financial Times, OpinionWay, Les Amis de la Terre, European Commission statements.