At the beginning of the 21st century, a new discourse on the use of the Breton language highlighted the relationship between culture and the economy. The Breton language itself is now presented as a ‘business’ with more than twelve hundred employees. The language appears in supermarkets, on packaging and in advertising. It is ascribed with modernity and authenticity. In terms of selling, Breton seems to have become an effective identity marker. These initiatives have undoubtedly given it a new visibility. But what are the measures used? Who are the target audiences? What are the expected effects? Can the economy once again play a decisive role in the use of Breton and contribute this time to reversing language change?