Que se passerait-il si, au lieu de se concentrer entièrement sur les profits, les marques réduisaient leur impact sur l’environnement ?
C’est la question à laquelle de nombreuses entreprises tentent de répondre et que le green marketing (ou marketing vert) tente de répondre.
Du point de vue de l’entreprise, cet engagement est non seulement éthiquement correct, mais il revêt également une valeur stratégique. En effet, le nombre croissant de marques et de produits disponibles signifie que, pour de nombreuses personnes, les valeurs de l’entreprise comptent plus que le coût.
C’est également ce que confirme une étude récente menée par IBM. Plus d’un tiers de l’échantillon interrogé a déclaré que certaines priorités, telles que la durabilité, la transparence et la cohérence avec leurs valeurs, étaient prises en compte dans le processus d’achat. L’analyse détaillée du rapport révèle qu’en moyenne, 70 % des acheteurs sont prêts à payer 35 % de plus pour des produits durables. Et 57 % sont prêts à modifier leurs habitudes d’achat pour contribuer à réduire leur impact environnemental.
D’autre part, selon une autre étude menée par Fortune en 2020, seuls 7% des 500 managers interrogés pensent que le seul objectif de l’entreprise doit être le profit. Comme l’explique également une analyse de McKinsey intitulée « Purpose : shifting from why to how », à l’heure actuelle, pour une entreprise, il est nécessaire de montrer que la véritable raison d’être et d’opérer sur le marché n’est pas seulement d’exister. Elle doit avoir un impact positif et vertueux sur de multiples aspects sociaux et environnementaux.
Actions pour devenir une marque durable
Si l’on considère le paysage global du marché, il existe plusieurs exemples positifs de marques qui ont fait de la durabilité une bannière. Ces entreprises appliquent avec succès des pratiques de marketing durable pour communiquer leurs choix. Mais il y a aussi le côté sombre de la question : le « greenwashing ». C’est-à-dire la mystification d’une bonne pratique dans le seul but de prétendre être sensible et attentif aux questions environnementales.
Ils tentent ainsi de masquer des actions qui sont tout sauf durables par de grands gestes publics en faveur de causes liées à l’environnement. Ou avec des mots comme « vert », « durable », « respectueux de l’environnement » et « impact zéro », utilisés uniquement comme stratégie de marketing. Sans s’interroger en profondeur sur la signification réelle de ces termes. Et, surtout, sans les poursuivre.
La conférence Sustainable Brands a mis en évidence les caractéristiques essentielles qui devraient figurer dans toute feuille de route d’une entreprise qui souhaite s’engager dans la voie de la durabilité :
- Réduction des coûts résultant d’une moindre consommation d’eau, d’énergie et d’autres ressources.
- Économie de ressources matérielles et physiques grâce au recyclage des matériaux.
- Profits tirés de la réutilisation des déchets.
- Vente de brevets pour une technologie de fabrication « propre ».
- Une meilleure acceptation par les actionnaires, qui préfèrent investir dans des entreprises respectueuses de l’environnement.
- Compétitivité sur le marché international, qui est de plus en plus rigide en termes de restrictions environnementales.
- Identification de nouvelles matières premières et de nouveaux processus de production.
- Une gouvernance transparente et proactive.
L’avenir des marques est émotionnel, responsable et orienté vers la construction d’un monde qui doit révolutionner ses objectifs. C’est l’ère des marques durables et du marketing durable qui en découle.
Mais comment savoir si une marque est vraiment honnête dans son marketing ?
Marketing durable ou comment communiquer sur la durabilité
La traçabilité des actions grâce aux données publiques est le meilleur moyen de vérifier l’engagement d’une entreprise en matière de durabilité. Il est donc bon de surveiller constamment les actions des marques, car il n’existe pas de véritable réglementation aujourd’hui.
Voici quelques-unes des actions qu’une entreprise peut entreprendre pour communiquer son engagement sans équivoque.
- Rejoignez une cause. Pour chaque produit vendu, une partie de l’argent est reversée à une ONG ou est utilisée dans un but environnemental ou social clairement défini. Pour établir un lien positif, l’ONG doit être cohérente avec les valeurs du donateur et l’engagement doit être documenté et communiqué de manière transparente.
- Transparence et responsabilité. Une entreprise doit fournir des rapports de durabilité transparents qui précisent également la liste de ses fournisseurs, en communiquant l’origine et la composition des matériaux utilisés.
- Campagnes et initiatives à but non lucratif. S’efforcer par des actions concrètes de promouvoir le bien commun, mais sans que ces initiatives aient quoi que ce soit à voir avec les activités de l’entreprise.
La certification B Corp est aussi un bon outil pour comprendre si le marketing durable s’appuie sur des actions concrètes ou s’il s’agit simplement de greenwashing. Elle regroupe les entreprises qui répondent aux normes les plus élevées en matière de performances sociales et environnementales vérifiées, dans le but d’équilibrer le profit et l’objectif.
Alors, oui, il n’est pas toujours évident de concilier la recherche de rentabilité financière ainsi que les enjeux sociaux et environnementaux notamment pour les entreprises à taille humaine cependant cela fait partie des défis que nous devons relever tous ensemble et les entreprises doivent être les instigatrices du mouvement. A vous de jouer !
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