Combler ses désirs, ses besoins, affirmer ses valeurs, sa personnalité, se différencier .. tant de fonctions remplies par le simple fait de consommer.
Acte social avant tout, consommer permet de satisfaire ses besoins d’estime et d’appartenance et de se faire une place dans la société. L’avènement des réseaux sociaux est d’ailleurs venu donner de l’ampleur à cette pratique ancienne qu’est la consommation ostentatoire. Je consomme donc je suis, n’a jamais été un constat aussi populaire, démocratisé notamment par les médias tels qu’Instagram, Facebook, etc.
Afficher son mode de vie, prendre en photo son assiette, sa tenue du jour, la partager en story ou en post, voilà des moyens à portée de tous, pour clamer leur appartenance à une communauté et dresser un portrait social qui leur convient.
Cependant, dans un contexte où la parole s’est libérée, où le consommateur a gagné du pouvoir, consommer est devenu bien plus qu’un acte lié au paraître. C’est devenu un acte de revendication. En consommant, les individus ne s’inscrivent plus seulement dans la société, ils la façonnent. Les rapports se sont inversés : ce n’est plus à eux d’adhérer à ce que les marques proposent, mais plutôt aux marques de s’adapter et de fournir un produit, service, contenu.. en adéquation avec leurs attentes.
Ci-dessous un petit tour d’horizon de ces nouveaux usages et modes de consommation qui bousculent le rapport entre consommateurs et marques.
UNE CONSOMMATION À LA LOUPE
Les français sont de plus en plus vigilants à leur consommation. Ils sont de plus en plus exigeants et n’hésitent pas à le faire savoir. Cette prise de conscience généralisée a donné naissance à de nombreuses pratiques et tendances de consommation : consommation responsable, éthique, valorisation des circuits courts, du local, du vrac, du bio, etc.
Maintes applications ont également vu le jour pour permettre aux individus de consommer en toute connaissance de cause.
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Yuka
Connue de tous, cette application permet de vérifier les ingrédients et la composition des produits alimentaires mais aussi cosmétiques. Elle permet de dévoiler l’impact du produit sur la santé et propose des alternatives au consommateur si le produit s’avère peu sain.
Yuka répond au besoin de transparence qui ne cesse d’évoluer chez les consommateurs. Elle leur permet de reprendre en main leur consommation en les aidant à décrypter les étiquettes des produits auparavant indéchiffrables. Cette prise de pouvoir par le consommateur a forcé plusieurs entreprises à revoir leurs produits et à collaborer avec Yuka pour proposer au consommateur un produit qui répond parfaitement à ses besoins. C’est le cas par exemple d’Intermarché qui a modifié 900 recettes pour obtenir un meilleur score sur Yuka.
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BuyOrNot, scanner éthique
Consommer mieux pour soi et pour la planète, voilà le défi lancé par BuyOrNot. Cette application simplifie l’accès à l’information et oriente les individus vers des produits alimentaires, cosmétiques ou vestimentaires, responsables et éthiques. Respect de l’environnement, processus de fabrication qui prend en considération le bien être des individus et des animaux, réputation des marques, composition des produits, voilà des outils mis à disposition des consommateurs par BuyOrNot pour les aider à consommer mieux.
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Too good to go
Cette application lutte contre le gaspillage alimentaire. Elle propose à la vente des paniers surprises constitués des invendus des commerçants. Cette solution permet de réduire la quantité de nourriture qui finit à la poubelle, tout en étant parfaitement adaptée aux besoins des consommateurs, des commerçants et de la planète.
D’autres tendances se développent également. En effet, le bio, le local et le vrac gagnent en popularité auprès des consommateurs. Le recours à ces modes de consommation s’explique par la sensibilité croissante par rapport à l’environnement, au lien social et au bien-être des employés et des animaux.
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DES EXIGENCES NON NÉGOCIABLES
Les réseaux sociaux ont donné du pouvoir au consommateur. Ce dernier exprime ainsi plus facilement sa colère et dénonce sans tarder les entreprises qui ne répondent pas à ses attentes ou qui agissent de manière peu éthique.
2019 a été le théâtre de plusieurs Bad Buzz pour les marques et a compté plusieurs boycotts par les consommateurs.
Que ce soit le boycott par Georges Clooney, des neuf hôtels de luxe détenus par le sultanat de Brunei, pour protester contre son projet de condamner à mort les homosexuels et les personnes adultères ; le boycott de la marque Bicky Burger pour sa publicité sexiste encourageant les violences conjugales ou encore le boycott d’un modèle de chaussures Nike affichant un drapeau rappelant l’esclavagisme … le consommateur, quel qu’il soit et où qu’il soit, a pris conscience du pouvoir qu’il possède et a fait de sa consommation un acte de revendication.
L’ÉVOLUTION DES MARQUES : LE MARKETING CÈDE SA PLACE AU CONTRIBUTING
Pour que leur e-réputation ne soit pas entachée, que leur relation de confiance avec les consommateurs ne soit pas brisée, les marques ont fait de l’effort et sont passées du marketing au contributing. En d’autres termes, elles ont commencé à s’engager et à contribuer aux problèmes du monde.
Cela les a amenées parfois à revoir leur chaîne de production ou encore leur stratégie pour la rendre plus respectueuse de l’environnement, plus inclusive et plus responsable.
Ces nouveaux usages marquent une nouvelle ère dans le monde de la consommation : une ère où le consommateur n’est plus passif et où sa consommation et sa voix sont devenues un outil de changement social. Les individus consomment désormais en fonction de leurs valeurs, de leurs principes et en défendant les causes qui leurs sont chères.
Consommer n’est plus seulement un moyen de s’inscrire dans la société, c’est devenu un moyen d’agir sur son environnement, à petite ou à grande échelle.
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