Aujourd’hui, le Titanic voguerait encore
Pensée pour Jack et Rose : en 2019, le Titanic n’aurait pas coulé. Pas d’histoire d’amour déchirante qui se finit sur une porte dans une eau glacée. Non, rien de tout ça. Ils seraient arrivés à bon port et auraient continué leur idylle de façon bien plus facile.
Pourquoi ? Aujourd’hui, peu de chances de tomber sur un iceberg. Réchauffement climatique oblige, les contraintes évoluent. Bonne nouvelle pour Jack et Rose, mauvaise nouvelle pour notre planète.
Il n’aura échappé à personne que nous sommes face à une urgence climatique. Et si le changement des mentalités commençait dès les cours à l’université …
Le greenwashing universitaire : ça existe ?
L’école, à tout âge, a pour objectif de former et d’enseigner aux générations futures. Mathématiques, Français, Anglais puis Sciences, Philosophie, Économie…. Et l’écologie dans tout ça ?
Le rôle de l’enseignement n’est-il pas de préparer ses élèves aux problématiques qu’ils rencontreront dans le futur ? Or le challenge climatique semble être un des principaux de notre siècle.
Le greenwashing : cette pratique marketing où on communique sur des actions potentiellement morales pour améliorer son image de marque. Le greenwashing rassemble l’ensemble des actions visant à améliorer l’image de son entreprise en la blanchissant avec un positionnement adéquat. Il peut être pratiqué par tout type d’organisations, y compris les universités.
Le nombre de formations incluant un module lié à l’environnement et au développement durable est encore très faible. Pourtant, quel que soit le secteur d’activité, nous sommes tous touchés par le réchauffement climatique et ses conséquences.
Et qui mieux qu’une étudiante pour interpeller sur cette problématique ?
Les universités et autres écoles sont un lieu d’enseignement pour de jeunes adultes qui constitueront les acteurs de demain. Ces lieux de formation peuvent donc évoluer sur plusieurs niveaux :
-
- Sensibiliser ses élèves à travers des modules de formations dédiés à la protection de l’environnement et ses enjeux.
- Faire entrer le développement durable dans leur mode de fonctionnement : en réutilisant l’eau de pluie ou en optimisant la consommation d’énergie dans l’établissement, par exemple.
Vers un marketing éthique et responsable
Le marketing souffre d’une image ternie par des stéréotypes basés sur le « vendre à tout prix » ou la manipulation du consommateur. Alors en tant que futurs professionnels du marketing, nous pouvons tous agir au sein de notre filière pour favoriser les entreprises avec une vraie politique RSE*. Communiquer sur des supports respectueux de l’environnement, promouvoir des produits plus responsables : nos moyens d’actions sont nombreux.
Si notre génération profite d’un enseignement qui sensibilise à l’importance de l’écologie, nous pourrons, ensemble, construire un monde où intérêt écologique et économique cohabitent dignement. Les préoccupations environnementales peuvent être en adéquation avec l’intérêt économique des entreprises. Désormais, le rôle du marketing pourrait être d’aider les entreprises à réduire leur impact écologique.
On ne devrait pas avoir à choisir entre ses valeurs morales et son secteur d’activité. Le marketing reste une boite à outils qui peut être utilisée de façon déontologique.
Aider chacun à son échelle
Vous voulez faire bouger les lignes ? Il existe un regroupement d’étudiants qui vous accompagne dans votre démarche pour faire entendre votre voix auprès de l’administration de votre école.
Les étudiants du Manifeste pour un réveil écologique propose un plan d’action pour vous aider pas à pas. Pour découvrir ce qu’ils proposent : rendez-vous sur leur site internet !
Et pour plus d’articles sur le marketing et l’environnement, rendez-vous sur Gnitekram
*RSE : Responsabilité Sociale des Entreprises : intégration volontaire par les entreprises de préoccupations sociales et environnementales à leurs activités commerciales et leurs relations avec les parties prenantes. (Définition selon www.economie.gouv.fr)
Emmanuelle Mandon
c’est vraiment l’avenir de l’humanité qui est en cause
c’est vraiment l’avenir de l’humanité
Les petits ruisseaux font les grandes rivières. Cet adage n’a jamais été aussi pertinent concernant l’écologie. C’est peut être un rêve que de vouloir « construire un monde où intérêt écologique et économique cohabitent dignement », mais c’est un beau projet. Pour relever le défi il faudra certainement une bonne réflexion éthique animée par l’amour des hommes et de la planète.
Bon article.
Ma fille doit maintenant aller à l’université ( 25 km- 1h30 aller dans les embouteillages) pour participer à une préparation de partiels, qui dure 30 minutes. Low hanging fruits … partout!!
Récupérer l’eau de pluie… pour quoi faire ? Pour vendre des récupérateurs d’eau de pluie ? Si oui c’est du marketing pur et dur. L’eau de pluie récupérée ne va pas alimenter les nappes phréatiques et donc , avec un temps de retard, les sources. Est ce donc une si bonne idée?
Le marketing a pour objectif de vendre. Dans un monde qui ne subsistera que s’il devient sobre le marketing me parait une idée parfaitement dépassée. De mon point de vue la première des actions à entreprendre est de faire disparaitre tout ce qui concerne la publicité. La seconde de limiter drastiquement l’accès à internet, beaucoup trop consommateur d’énergie. Pieuses idées dont tout le monde se moque. Tant pis , les morts se compteront par centaines de milliers. BON COURAGE
Bonjour,
Ici, la récupération de l’eau de pluie par les universités et écoles servirai notamment à alimenter l’eau utilisée par les toilettes ou le lavage des sols et ainsi éviter l’utilisation inutile d’eau potable
Le marketing ne se résume pas à la publicité. Par définition, il correspond à l’ensemble des actions qui visent à faire correspondre l’offre des entreprises à la demande des consommateurs. Le but de cet article est donc d’interpeller sur les modifications possible du marketing, justement pour correspondre à une consommation plus raisonnée dont vous parlez.
Merci pour votre commentaire !
Bonsoir,
L’idée me parait très bonne. Mais il faut expliquer que dans Agglomérations ou des communes de plus de 500 a 1000 ou plus Habitants, en général il y a le tout a l’égout et un réseau d’évacuation par caniveaux et tuyauteries, plus ou moins bien structurés, des eaux pluviales qui vont vers la mer , l’Océan et ne s’infiltre pas ou peu dans le sol vers les nappes phréatiques
Ton idée serait de récupérer ces eaux, presque potables, pour les stocker, puis les repasser dans le circuit des chasses d’eaux en particulier, d’ou une réduction de l’utilisation de l’eau de la ville.
Il est vrai que des bâtiments scolaires et universitaires, bâtiments Administratifs, de stockage, de loisirs, Usines, les supermarchés couvrent des superficies très importantes. Ces derniers s’il ne font pas de récupérations utilisées, font des stockages en lacs ou marres colinéaires. Le long des autoroutes en particulier ont ce genre de stockage qui a l’avantage de renvoyer une partie de l’eau vers les nappes phréatiques
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