Tout au long de l’année 2021, les questions climatiques ont occupé le devant de la scène.
L’année dernière, les États-Unis ont subi à eux seuls plus de 145 milliards de dollars de dommages dus à des catastrophes liées au climat, selon la National Oceanic and Atmospheric Administration. Les crues soudaines, les cyclones de bombe, les incendies de forêt et les températures glaciales ont fait des centaines de victimes dans tout le pays. En octobre, la conférence des Nations unies sur le climat s’est tenue à Glasgow, attirant l’attention de la communauté internationale comme aucune autre conférence des Nations unies ne l’avait fait depuis des années.
Ainsi, le climat a retenu l’attention des chefs d’entreprise de tous les secteurs en 2021. Le développement durable est passé du dernier mot à la mode à la toile de fond de chaque réunion et annonce, les marques s’empressant de prouver leur engagement à ralentir la destruction de notre planète.
En 2022, les spécialistes du marketing durable axé sur le développement durable s’attendent à ce que les questions climatiques soient de plus en plus imbriquées dans chaque élément de l’écosystème de la marque. Qu’il s’agisse de réévaluer les listes de clients, de remanier les rapports de durabilité, de re-imaginer l’expérientiel ou d’améliorer la transparence de l’empreinte carbone, il y a beaucoup de choses à améliorer dans le monde du marketing.
Et en ce moment, il y a beaucoup de mouvements qui demandent des comptes aux marques et aux agences.
Les militants ne reculent pas face au marketing durable
En 2021, des groupes d’activistes ont commencé à faire pression sur les secteurs de la publicité, du marketing et des relations publiques pour qu’ils reconnaissent leur implication dans la désinformation climatique et le greenwashing. Clean Creatives, par exemple, a réuni de jeunes spécialistes du marketing, des climatologues et des célébrités autour de sa campagne visant à inciter les agences de relations publiques et de publicité à abandonner leurs clients du secteur des combustibles fossiles.
Solitaire Townsend, cofondatrice de l’agence de publicité Futerra, basée au Royaume-Uni et spécialisée dans le climat, s’attend à ce que cette pression s’accentue tout au long de l’année 2022.
Il y a un « mécontentement croissant à l’égard de l’industrie en ce qui concerne sa réponse au changement climatique », a déclaré Mme Townsend. Tout au long de cette année, elle s’attend à ce que l’on assiste à un « retour de bâton » contre l’hypothèse selon laquelle les agences de publicité et de marketing peuvent rester « neutres » sur les questions de changement climatique.
Le marketing durable : la publicité pour un avenir plus vert
Alors que l’activité industrielle et la combustion de combustibles fossiles ont réchauffé le climat au cours des dernières décennies, les publicitaires n’ont pas exactement travaillé du côté du climat, a déclaré Mme Townsend. « Tout notre modèle économique est basé sur la vente de plus de merde à plus de gens », a-t-elle déclaré. « Nous ne sommes pas seulement une partie du problème, nous sommes littéralement la servante du problème ».
Il n’en reste pas moins que le pouvoir unique qu’ont la publicité et le marketing d’influer sur le changement de comportement constitue une opportunité énorme pour le secteur. Mais cela nécessitera de l’innovation et du courage de la part des leaders du secteur, a déclaré Mme. Townsend.
La publicité et le marketing doivent trouver « la croissance et la viabilité financière dans ce nouveau modèle d’affaires qui consiste à vendre les solutions [climatiques] et à aider à changer les comportements et les histoires plutôt que dans l’ancien modèle d’affaires qui consiste à aider à vendre plus de merde à plus de gens », a-t-elle dit.
L’économie circulaire au sein de l’expérientiel
Selina Donald, la nouvelle directrice du développement durable de l’agence de marketing expérientiel Momentum Worldwide, s’est entretenue avec Adweek sur les tendances axées sur le climat qui ont guidé sa première année de travail.
Tout d’abord, Momentum cherche à éliminer les déchets de son travail de marque expérientiel. La boutique expérientielle s’inspire du concept d’économie circulaire – un concept qui, selon Selina Donald, alimentera de nombreuses conversations sur le marketing durable en 2022. (Les économies circulaires visent à éliminer les déchets de l’activité économique en partageant, louant, réutilisant, réparant, remettant à neuf et recyclant les matériaux et produits existants le plus longtemps possible).
Le marketing expérientiel a historiquement donné la priorité à l’effet d’annonce – épater les consommateurs et les fans – plutôt qu’à l’utilisation à long terme des matériaux utilisés. Selina Donald veut inverser le scénario.
« Nous travaillons avec nos clients pour réfléchir à ce qui a déjà été construit, à ce que nous possédons déjà, à ce qui est stocké, et à la manière dont nous pouvons le réutiliser », explique Selina Donald. « Comment faire quelque chose qui soit si modulaire et qui puisse être réutilisé et réaffecté sur le long terme, pas seulement dans un an, mais dans cinq ou dix ans ? »
Selina Donald a également souligné l’importance pour les agences de prendre une position forte sur les questions de climat et de durabilité comme un moyen de communiquer des valeurs aux talents potentiels – surtout à un moment où les talents ont les cartes en main.
« Le marché doit vraiment se réveiller au fait que les gens veulent aligner le but avec le chèque de paie », a-t-elle déclaré. « Vous voulez travailler dans un endroit où vous vous sentez vraiment fier ».
Découvrez également un de nos articles sur le rôle du marketing pour nourrir la planète en 2050.
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