La communication au service de l’environnement, ça match ? Marketing vert, Marketing environnemental ou encore Marketing 3.0 font aujourd’hui partie des enjeux auxquels les entreprises essaient de se plier tant bien que mal pour répondre à un objectif : « Faire du monde un meilleur endroit ».
Bien que nous puissions tous agir à notre échelle pour l’environnement, certains secteurs d’activités restent très polluants, notamment celui du textile. Les marques se doivent alors de montrer l’exemple pour faire face aux différents enjeux environnementaux.
Aujourd’hui, focus sur 3 de ces actions de communication, engagées pour la planète, qui ont fait parler d’elles.
Patagonia – Don’t buy this jacket, une communication poignante
Comment ne pas évoquer la marque Patagonia, connue pour ses nombreuses campagnes de communication pour l’environnement. La marque est engagée, que ce soit avec de nombreuses associations environnementales, qu’avec divers organismes humanitaires. Elle a créé l’organisme 1% for the planet qui consiste à réunir des entreprises dans le but de donner 1% de leur chiffre d’affaires à des associations qui proposent, entre autres, des solutions pour le climat, la protection d’espèces animales ou la pollution.
La philanthropie de la marque ne s’arrête pas là, puisqu’en 2011, Patagonia appelait à un mouvent anticonsumériste pour le célèbre jour du Black Friday. Don’t Buy This Jacket, en présentant les célèbres polaires (éco-responsables) de la marque. L’opération est en réalité une action qui visait à mettre en avant l’achat de vêtement de seconde main, en partenariat avec eBay. Les consommateurs et les plus aficionados de la marque se retrouvaient alors sur la plateforme pour vendre et acheter leur vêtement d’occasion et leur redonner une vie, au lieu d’en acheter des nouveaux.
La campagne a cartonné et est aujourd’hui un des plus grands exemples d’engagement pour l’environnement pour une marque. Aujourd’hui la mode de seconde main est devenue courante, et de nombreuses associations telles qu’Emmaüs ou la Croix Rouge ou des indépendants ouvrent des boutiques (ou fripes) pour vendre des vêtements d’occasion.
Aigle – Une marque qui s’engage pour … les aigles, mais aussi pour l’environnement
Mais pas que ! A la base marque française de bottes et d’imperméables, elle s’est depuis diversifiée dans d’autres types de vêtements et accessoires pour hommes et femmes. Elle se revendiquait responsable bien avant que « l’enjeu ne l’impose » puisque depuis sa création en 1853, la marque utilise un caoutchouc naturel provenant de France pour la conception de ses vêtements.
La marque vend des habits pour les personnes qui souhaitent profiter des activités en plein air en toute liberté. Pour la marque, protéger les aigles en passant par des actions qui touchent l’environnement et la biodiversité, c’est protéger toute la nature !
En 2020, pour continuer d’affirmer les valeurs de la marque, Aigle a réalisé un post ventant la durabilité de ses doudounes. Un habit intemporel, qui n’entre pas dans les tendances de la fast-fashion, le tout dans un joli message aux tons vintage. Très touchant non ?
Adidas – La Stan Smith éthique ? Ou simple campagne environnementale ?
Après avoir présenté des chaussures 100% recyclables telle que la Futurcraft, une chaussure fabriquée avec les fibres issues des déchets plastiques des mers et océans, c’est au tour de la célèbre Stan Smith de se mettre au vert. Adidas enchaîne les campagnes de communication liées à l’environnement, un parti pris accès sur de nouvelles valeurs.
Et oui ! Les chaussures préférées de vos parents sont revenues à la mode ces dernières années. Cependant la marque allemande continue son engagement vers une production plus durable en promettant que le modèle produit à 50% avec des matériaux recyclés. Alors quand on rajoute des égéries tels qu’Adèle Exarchopoulos, Dinos ou Lous and the Yakuza, la campagne ne peut qu’être un succès !
Voir cette publication sur Instagram
Aujourd’hui, les marques n’ont pas d’autres choix que de proposer des engagements éco-responsables dans la production de leur textile. En parallèle, de nombreuses personnes et organisations crient au greenwashing, est-ce que cela est toujours justifié ?
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