Creative and commited, brands are visible again...

 

OBSERVATION: BRANDS MUST BE COMMITTED

Much more than a marginal model, responsible consumption is approved by 82% of the French population that expects brands to be committed (Institut GfK).
In the current context of heavy competition in pricing, anything a brand can do to be in sync with consumers will help it emerge and create loyalty.


Another conviction developed by Édouard Provenzani concerns the brands that will be engaging, as long as they reinvest the territories of creativity, innovation, communication, design, and relationships and become consistent entities connected to people and therefore to the human experience".

The main trap would be to approach responsible marketing by using the notion of Corporate Social Responsibility as the only starting point.  Brand desirability and selling products or services should never be overlooked. There is no longer just one profile but several types of publics concerned by responsible commitment, which is why brand language needs to be nuanced.

The militant or eagerly injunctive tone, the moralizing or “guilt trip” approach is no longer a draw. Brands are expected on the field of connivance, discretion… or desire.

That is when we talk about creating shared value, in other words, value that serves the interests of the company, as well as those of all of its stakeholders: its users, suppliers, the environment, society, etc.  
 
Responsible marketing means making a positive contribution to mankind and its environment. Useful, healthy brands should be proposed that take their social and environmental impact into consideration and that think about their contribution to society.

 

VALIDATE the PRODUCT’S USEFULNESS AND BEGIN WITH THE CONSUMER’S NEED

In order to be credible, the company must orient its marketing towards the societal issues that most directly concern it. In this case, we talk about materiality or relevance of the issues. Acting on related issues or ones that are remote from the company’s core business can expose it to risks in terms of image and communication due to a lack of legitimacy. To increase the positive impact of their offers, businesses must focus on their real usefulness and on how consumers use those offers.
While a business must satisfy a consumer need, it must also create or support a new need but always with the aim of serving the common interest.  This way, an offer will justify its being marketed on its own. The corollary to this search for functionality implies that a responsible offer features qualities that are superior to an ordinary offer. Societal arguments alone cannot fill a void in terms of the primary benefit the product is supposed to provide (ex.: organic detergents do not wash clothing as well and non-organic ones).
 

A CONTINUOUS IMPROVEMENT APPROACH IN TOTAL TRANSPARENCY

By refocusing on the functionality of an offer, brands are able to propose essential products and services that are both virtuous and accessible to the masses. Product design should help reduce the negative impacts on the environment and society throughout the product’s life cycle. Yet, it is very complex to address all of the impacts in a single movement. That is why it is important to take a continuous improvement approach by prioritizing the issues for the company.  
DISCOVER GOOD PRACTICES OF RESPONSIBLE MARKETING, FEEDBACK AND TESTIMONIES OF MARKETING PROFESSIONALS 

DOWNLOAD OUR WHITE PAPER : «LA RSE : UN LEVIER DE CRÉATION DE VALEUR POUR LE MARKETING»



Data sources  : Étude GfK avril 2015 et La RSE : un levier de création de valeur pour le marketing / Task Force Agrion - Pixelis