C’est un fait avéré auquel les entreprises doivent prêter attention : les habitudes de consommation des ménages français évoluent. Consom’acteurs, économie sociale et solidaire, politique du “made in”, achat de proximité, RSE, doivent être compris et maîtrisés. Fleurissent ainsi les initiatives permettant aux sociétés de satisfaire ces nouvelles demandes.
En tant que consommateur, comment avoir confiance dans le bien fondé de ces actions ? C’est ici qu’intervient la notion “d’entreprise à mission”.
Qu’est-ce qu’une entreprise à mission ?
Depuis quelques années, et officiellement depuis 2019, le terme « entreprise à mission » a fait son apparition dans le domaine du marketing en France. Encore méconnue, cette expression désigne les nouvelles formes de sociétés commerciales qui définissent statutairement une finalité d’ordre social ou environnemental en complément du but lucratif que l’on connaît.
En d’autres termes, l’initiative est inscrite dans les statuts de l’entreprise. Elle est ainsi ancrée et est partie prenante de l’activité de celle-ci.
Pour pouvoir bénéficier et communiquer sur ce titre, une entreprise doit déposer une demande examinée par un organisme tiers (Loi Pacte, 2019).
La communauté des entreprises à mission
Afin d’appuyer ce nouvel élan, ces entreprises se sont réunies dans une communauté appelée “la communauté des entreprises à missions”. Cette initiative a pour but de faire rayonner les acteurs qui affirment leur rôle social dans notre société.
4 actes ont ainsi été définis :
- Mission : inscription dans les documents officiels d’une mission sociale, sociétale ou environnementale.
- Engagement de l’entreprise auprès de ses parties prenantes à déployer les moyens nécessaires pour accomplir sa finalité sociétale.
- Evaluation à rythme annuel des objectifs chiffrés et des engagements.
- Gouvernance : intégration des enjeux de la mission au sein de la gouvernance de l’entreprise.
Faguo, entreprise à mission
Faguo, c’est la mode, le vintage, l’extravagant, le classique et l’original. Mais avant d’être tout ça, Faguo c’est une mission.
Quelle est sa mission ?
Depuis 2009, date de sa création, l’entreprise essaie de se faire une place dans l’industrie textile. Dès ses premiers pas, elle travaille à limiter ses émissions carbones. Preuve de son engagement sur le long terme, la société a travaillé en collaboration avec le gouvernement à l’élaboration de la loi Pacte.
“Engager notre génération contre le dérèglement climatique”
Faguo appartient à un industrie particulièrement polluante. L’impact de la mode et de la fast fashion sur le dérèglement climatique est reconnu et ne peut plus être négligé. La marque ne s’en cache pas et l’explique avec beaucoup de transparence sur son site internet.
Et si Faguo explique en détail ces effets négatifs, c’est en partie pour mettre en avant leurs actions et expliquer leur engagement. Ils prouvent ainsi qu’avec des idées et de la bonne volonté qu’il est possible de réduire l’impact de notre activité sur l’environnement.
Quels engagements pour quelles actions ?
Faguo revendique 5 engagements mis en lumière par de nombreuses actions. Certaines sont détaillées ci-dessous :
1- Mesurer leurs émissions de CO2
2- Réduire leurs émissions de CO2
Faguo a réduit ses dépenses de CO2 de 50% par rapport à ses débuts, il y a 10 ans.
Comment ?
- Une diminution de la dépense énergétique de la chaîne de distribution et des boutiques.
- Un engagement en faveur des matières recyclées : 65% aujourd’hui et un objectif de 100% en 2024. L’entreprise fait partie des nombreux partisans du “made how” plutôt que du “made in”.
- Une utilisation du transport ferroviaire pour une partie de la marchandise, notamment via le transsibérien.
3- Compenser leurs émissions de CO2
- 1 produit acheté = 1 arbre planté
Depuis ses débuts, la société s’efforce de planter 1 arbre par produit vendu. C’est une idée reprise aujourd’hui par de nombreuses entreprises et qui paraît presque commune. Mais toutes les entreprises n’ont pas le même résultat ni la même transparence. C’est ainsi qu’on aperçoit l’utilité des entreprises à mission. La marque a planté avec l’aide de ses partenaires l’équivalent de 1 500 000 arbres, majoritairement en France, sur plus de 220 forêts. 
Borne de recyclage
Faguo a mis en place des bornes de recyclage dans ses boutiques principalement. L’objectif est de gérer la fin du cycle de vie d’un produit et de passer d’une mode linéaire à une mode circulaire. Récolté par leur partenaire I :CO, les produits vont être décortiqués puis vendus séparément comme produits de seconde main. En 6 mois, cette initiative a permis neutraliser les émissions de CO2, équivalentes à un trajet de 100 000 km, réalisés par une voiture essence.
4- Être transparent sur la vie des produits
5- Accompagner les clients sur les habitudes et modes d’habillements sains
La communication sur les réseaux sociaux est la véritable action de cet engagement. Incitations à mieux manger, suppressions des emails, informations à propos des répercussions environnementales de nos actions en tant que consommateur : l’entreprise sensibilise et engage sa communauté autour de cette cause.
Vous n’avez ici qu’un aperçu des actions de Faguo. Pour aller plus loin, vous pouvez les suivre ici, ou visiter leur site internet !
Nicolas Rohr, co-fondateur de Faguo déclare lui même : “La politique RSE des entreprises est désormais consacrée par la loi, je peux montrer que celle de Faguo n’est pas du flan”.
Alors, adieu les menteurs et le marketing du vice ?
Vous souhaitez d’autres articles sur le même thème ? C’est ici !
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