Le marketing vert en forte croissance
Une prise de conscience des consommateurs
Depuis quelques années, une prise de conscience de la part des individus s’opère. Face à une multiplication des campagnes de sensibilisation, le travail forcé ou encore la disparition de la biodiversité, les consommateurs souhaitent consommer mieux et plus en rapport avec leurs valeurs. Par conséquent, les entreprises sont contraintes de changer et de s’adapter aux nouvelles préoccupations de la population. En effet, les entreprises sans âme, sans véritables valeurs, avec un impact négatif sur l’environnement sont de plus en plus rejetées par les consommateurs. Plus de 40% des consommateurs ont déjà boycotté une marque car elle avait un impact néfaste sur l’environnement.
De plus en plus d’entreprises se sont alors lancées dans le marketing vert. Mais qu’est-ce qu’exactement le marketing vert ?
Le marketing vert, aussi appelé marketing écologique, consiste pour une marque à communiquer sur ses actions environnementales dans le but de valoriser son image de marque. Le positionnement écologique est véritablement utilisé comme argument de vente.
Vous l’avez compris, le marketing écologique a une influence positive sur la santé et sur l’environnement. Ce marketing est utilisé dans toutes les étapes de la vie du produit, de la production à l’emballage jusqu’à la communication.
La communication verte est fondée sur trois éléments :
- L’engagement dans la protection de l’environnement en apportant des preuves
- La mise en avant des valeurs de l’entreprise
- La transparence envers le consommateur
Il existe plusieurs manières de réaliser du marketing vert. Fabriquer des produits respectueux de l’environnement, réduire les emballages ou proposer des emballages éco-responsables, utiliser de l’énergie verte, réduire les déchets de production ou encore faire de l’entrepreneuriat durable sont des exemples de marketing responsable.
Le marketing vert, au-delà de la protection de l’environnement, permet aux entreprises d’améliorer son image de marque. En effet, de plus en plus de consommateurs souhaitent consommer auprès d’entreprises qui rendent le monde meilleur. C’est une très bonne technique pour se démarquer de la concurrence et obtenir également de meilleurs revenus. Les individus sont prêts à payer plus cher pour avoir un produit de bonne qualité et respectueux de l’environnement.
Un véritable engagement de part de certaines marques
Le marketing vert est utilisé depuis de nombreuses années, bien avant même la tendance du marketing écologique. Plusieurs marques sont réellement soucieuses de l’environnement et parmi elles, on peut citer les marques Patagonia et Ben & Jerry’s.
Patagonia, la marque de textile sportswear créée il y a plus de 50 ans, a toujours placé l’environnement dans toutes ses communications ainsi que dans la conception de ses vêtements. Parmi ses actions, la marque réinvente toujours sa production pour limiter au maximum son empreinte écologique.
Ben&Jerry’s, la marque de crème glacée est également très engagée sur le plan environnemental comme social. Les glaces sont composées avec des produits sans OMG et naturels. Cette entreprise prône également l’égalité homme femme et font du bien être de leur salariés une priorité.
On peut ainsi dire que Patagonia et Ben&Jerry’s sont des marques transparentes envers le consommateur et véritablement engagées.
Aujourd’hui, le marketing vert existe dans de nombreux secteurs et beaucoup d’entreprises souhaitent se lancer dans cette tendance. Cependant, s’engager dans le marketing environnemental est très dûr et de nombreux changements sont à opérer dans la chaîne de production, de distribution ainsi que dans la communication des produits. Malheureusement, certaines marques ne sont pas prêtes à réaliser tous ces efforts et préfèrent faire du greenwashing.
Le greenwashing, la technique frauduleuse utilisée par certaines marques
Au lieu de réellement s’engager dans ces causes environnementales, les marques vont simplement utiliser les arguments de l’écologie pour communiquer sur leurs produits et ainsi faire du profit sans réaliser de réelles actions derrière.
Concrètement, le greenwashing est une technique marketing frauduleuse qui consiste à orienter l’image d’une entreprise vers un positionnement écologique, éthique et responsable alors qu’en réalité, leurs actions ne sont pas respectueuses de l’environnement. Il faut bien comprendre qu’un positionnement vert ne veut pas dire que la marque protège l’environnement.
Le greenwashing est le choix de la facilité pour les marques. En effet, certaines entreprises ne souhaitent pas investir et réaliser les changements nécessaires pour faire de leur entreprise une marque plus verte.
Les deux principaux intérêts du greenwashing sont de redorer son image de marque et de réaliser du profit.
Pour mieux détecter les pratiques de greenwashing, voici quelques techniques toujours utilisées par les marques :
- La couleur verte : la couleur verte est très souvent associée à l’écologie, la biodiversité et la nature. Le consommateur croit ainsi que le produit est naturel.
- Les photos de végétaux, de paysage ou encore de forêt. L’utilisation de ce type de photo trompe le consommateur et l’amène à penser que le produit est composé d’ingrédients sains.
- Les faux labels créés par les entreprises pour donner plus de valeur au produit.
- Le champ lexical de la nature : « biologique », « naturel », « sain » etc.. Ces mentions donnent davantage confiance au consommateur.
Le greenwashing est une pratique connue dans de multiples secteurs, que ce soit dans la cosmétique, l’alimentaire, l’informatique, la mode et bien d’autres.
Pour mieux comprendre le greenwashing. Prenons l’exemple du secteur de l’énergie. De nombreux acteurs du secteur se définissent comme des fournisseurs “verts” ou incluent des offres vertes dans leur catalogue. Néanmoins, ces fournisseurs investissent toujours dans le nucléaire. Un paradoxe.
Un autre secteur est particulièrement parlant, celui de l’automobile. Pour séduire toujours plus de consommateur, le secteur de l’automobile joue sur les valeurs environnementales et n’hésite pas à tricher sur certains points. Par exemple, l’entreprise Volkswagen a triché sur les tests techniques qui permettaient de mesurer les émissions polluantes des moteurs.
Bien entendu, ce ne sont pas les seules marques à utiliser cette technique. D’autres entreprises de d’autres secteurs comme H&M, Intermarché, volvic, ajac ou orangina ont également été accusées de greenwashing.
Pour éviter d’avoir recours à cette pratique frauduleuse, voici quelques conseils pour se lancer dans le greenmarketing.
Se lancer dans le green marketing
Se lancer dans le marketing n’est pas si simple qu’il n’y paraît. Un travail interne est nécessaire pour ensuite pouvoir le communiquer aux consommateurs et sur l’emballage.
Pour cela, il est indispensable de :
- Réduire les emballages, le transport, les consommations d’eau et d’énergie etc..
- Mettre en oeuvre des pratiques commerciales durables
- Faire preuve de responsabilité sociale
- Revoir la composition de vos produits au niveau des additifs, des colorants etc..
Une fois cette réflexion faite et ces actions réalisées, les entreprises peuvent se lancer dans le marketing vert et communiquer dessus.
128520 13133Id always want to be update on new content material on this web site , saved to fav! . 150915
Currently it looks like Movable Type is the top blogging platform available right now.
(from what I’ve read) Is that what you are using on your blog?
Great post. I’m facing a few of these issues as well..
No matter if some one searches for his necessary thing, therefore he/she
needs to be available that in detail, therefore that thing is maintained over here.
I have read so many articles or reviews concerning the
blogger lovers but this article is actually a good post, keep it up.
What’s Taking place i’m new to this, I stumbled upon this I have discovered
It positively helpful and it has aided me out loads.
I’m hoping to contribute & aid different customers like its aided me.
Great job.
Howdy would you mind letting me know which web host you’re using?
I’ve loaded your blog in 3 different internet browsers and I must say this blog loads a lot faster then most.
Can you suggest a good web hosting provider at a honest price?
Many thanks, I appreciate it!
Greetings! Very useful advice in this particular post!
It is the little changes which will make the greatest changes.
Many thanks for sharing!
That is a great tip particularly to those fresh to the blogosphere.
Brief but very accurate information… Thanks for sharing
this one. A must read post!
Great blog right here! Additionally your site
loads up very fast! What web host are you
the use of? Can I get your affiliate link to your host?
I wish my website loaded up as fast as yours lol
Hey I know this is off topic but I was wondering if you knew of any widgets I could
add to my blog that automatically tweet my newest twitter updates.
I’ve been looking for a plug-in like this for
quite some time and was hoping maybe you would have some experience with something like this.
Please let me know if you run into anything. I truly enjoy
reading your blog and I look forward to your new updates.
Hello to all, because I am in fact keen of reading this webpage’s post to
be updated regularly. It consists of fastidious material.
Hello there! This article couldn’t be written any better!
Going through this post reminds me of my previous
roommate! He constantly kept talking about this.
I will send this post to him. Fairly certain he’s going to have a great read.
I appreciate you for sharing!
you are in point of fact a good webmaster. The site loading pace is amazing.
It kind of feels that you are doing any unique trick.
Furthermore, The contents are masterwork. you’ve done a fantastic task on this matter!
Great post.
Hey there, You have done a great job. I will
certainly digg it and personally suggest to my friends.
I’m sure they will be benefited from this web site.
Have you ever thought about adding a little bit more than just
your articles? I mean, what you say is valuable and
all. But think about if you added some great pictures or video clips
to give your posts more, « pop »! Your content is excellent but with pics and videos,
this website could certainly be one of the greatest in its niche.
Excellent blog!
I think this is among the most important info for me.
And i’m glad reading your article. But want to remark on some general things, The web site style is wonderful, the articles is really excellent : D.
Good job, cheers
My coder is trying to convince me to move to .net from PHP.
I have always disliked the idea because of the costs. But he’s tryiong none the less.
I’ve been using Movable-type on a number of websites for about a year and am anxious about switching to
another platform. I have heard great things about blogengine.net.
Is there a way I can import all my wordpress posts into it?
Any kind of help would be greatly appreciated!
Hello to every body, it’s my first pay a quick visit of this webpage; this blog consists of awesome and
really excellent information for readers.
I will right away take hold of your rss as I can’t to
find your e-mail subscription hyperlink or newsletter service.
Do you have any? Kindly permit me know so that I may just subscribe.
Thanks.
Aw, this was a very good post. Taking a few minutes and actual effort
to create a top notch article… but what can I say… I put things off a lot and never seem to get nearly anything done.
Hi there! I’m at work surfing around your blog from my new iphone!
Just wanted to say I love reading your blog and look forward to all your posts!
Carry on the superb work!
Hello very nice website!! Man .. Excellent .. Superb ..
I will bookmark your site and take the feeds also?
I am happy to seek out so many useful information right here
in the put up, we’d like work out more techniques in this regard, thanks for sharing.
. . . . .
Great website. A lot of helpful information here.
I’m sending it to several pals ans additionally sharing in delicious.
And certainly, thank you for your sweat!
Hi, everything is going fine here and ofcourse
every one is sharing data, that’s in fact excellent,
keep up writing.
I believe everything posted was very logical. However, what about this?
what if you were to write a killer title? I ain’t saying
your content is not solid., however what if you added something that grabbed folk’s attention? I mean Marketing vert, marque engagement ou
greenwashing? is a little plain. You could glance at
Yahoo’s home page and note how they write article titles to grab people to click.
You might add a related video or a related picture or two to
get readers excited about what you’ve got to say.
Just my opinion, it would bring your website a little bit
more interesting.
I am sure this article has touched all the internet people,
its really really good article on building up new webpage.
Hi to every single one, it’s really a nice for me to pay a quick visit this website, it contains valuable Information.
Hello would you mind letting me know which webhost
you’re utilizing? I’ve loaded your blog in 3 different internet browsers
and I must say this blog loads a lot quicker then most.
Can you recommend a good internet hosting provider at a reasonable price?
Cheers, I appreciate it!
Hello friends, how is the whole thing, and what you desire to say about
this piece of writing, in my view its genuinely remarkable for me.
We’re a bunch of volunteers and opening a new scheme in our community.
Your web site offered us with useful information to work on. You have done a formidable process and our whole group might be grateful to you.
Everything posted made a great deal of sense. But, what about this?
suppose you added a little content? I ain’t suggesting your content is not good, however suppose you added a title that grabbed people’s
attention? I mean Marketing vert, marque engagement ou greenwashing? is kinda vanilla.
You could peek at Yahoo’s front page and watch how they create post headlines to get viewers interested.
You might add a related video or a related picture or two to grab people interested about what you’ve got to say.
In my opinion, it could make your posts a little livelier.
My developer is trying to persuade me to move to .net
from PHP. I have always disliked the idea because of the expenses.
But he’s tryiong none the less. I’ve been using Movable-type on a number of websites for about a year
and am worried about switching to another platform.
I have heard great things about blogengine.net.
Is there a way I can import all my wordpress content into it?
Any help would be really appreciated!
Unquestionably consider that which you stated. Your favourite reason appeared to be at the internet the easiest factor to
have in mind of. I say to you, I definitely get irked while people consider worries
that they plainly don’t know about. You controlled to hit the nail upon the highest and also
defined out the entire thing with no need side effect , people could take
a signal. Will probably be again to get more.
Thanks
Hello, after reading this awesome paragraph i am as well happy to share my experience here with mates.
I think this is one of the most important information for me.
And i am glad reading your article. But wanna remark on some general things,
The website style is great, the articles is really nice : D.
Good job, cheers
I’m very happy to discover this web site. I want to to thank you for your time
just for this fantastic read!! I definitely savored every little bit of it
and i also have you saved as a favorite to check
out new things in your site.
I’m curious to find out what blog platform you are working with?
I’m experiencing some small security problems
with my latest blog and I would like to find
something more secure. Do you have any suggestions?
Magnificent goods from you, man. I’ve understand your
stuff previous to and you are just too magnificent. I really like what you have acquired here, really like what you are
saying and the way in which you say it. You make it entertaining and you still take care of to keep it
smart. I cant wait to read far more from you. This is really a tremendous site.
You could certainly see your expertise in the
work you write. The sector hopes for even more passionate writers such as you who aren’t afraid to say how they believe.
All the time follow your heart.
Hello, Neat post. There is an issue together with your web site in internet explorer, might
test this? IE still is the market chief and a
large element of folks will pass over your great writing due to this problem.
Greetings from Los angeles! I’m bored at work so I decided
to browse your blog on my iphone during lunch break.
I really like the information you provide here and can’t wait to take a look
when I get home. I’m surprised at how fast
your blog loaded on my mobile .. I’m not even using WIFI,
just 3G .. Anyhow, great blog!
You should take part in a contest for one of the most useful websites on the web.
I will highly recommend this site!
Hi, this weekend is pleasant for me, for the reason that this point in time i am reading this fantastic informative
piece of writing here at my home.
It’s amazing for me to have a website, which is valuable designed
for my experience. thanks admin
Hey! This post couldn’t be written any better! Reading
through this post reminds me of my old room mate!
He always kept talking about this. I will forward
this post to him. Pretty sure he will have a good
read. Thanks for sharing!
Why viewers still make use of to read news papers when in this technological globe all is
accessible on net?
I have been exploring for a little bit for any high-quality articles or weblog posts in this sort of area .
Exploring in Yahoo I finally stumbled upon this web site.
Studying this information So i’m happy to convey that I have a very excellent uncanny feeling I found out just what I needed.
I so much unquestionably will make sure to don?t omit this web
site and give it a glance regularly.
I’m not sure exactly why but this web site is loading very
slow for me. Is anyone else having this issue or is it a issue on my end?
I’ll check back later on and see if the problem still exists.
I like the valuable information you provide for your articles.
I will bookmark your weblog and take a look at again right here frequently.
I am rather certain I will be informed lots of new stuff proper right here!
Good luck for the next!
Howdy! Someone in my Facebook group shared this site with us so I came to check it out.
I’m definitely enjoying the information. I’m book-marking and will be tweeting this to my followers!
Excellent blog and amazing design and style.
Keep this going please, great job!
I constantly emailed this web site post page to all my friends, since if like to
read it then my links will too.
If some one desires expert view on the topic of blogging
afterward i propose him/her to pay a visit this weblog,
Keep up the fastidious job.
Hi, Neat post. There is an issue along with your
site in web explorer, may check this? IE nonetheless is the market leader and a large portion of folks will
omit your wonderful writing because of this
problem.
Do you have any video of that? I’d want to find out more details.
Wow! In the end I got a website from where I be able to truly get helpful data concerning
my study and knowledge.
Magnificent beat ! I would like to apprentice while you amend your
web site, how can i subscribe for a blog web site?
The account helped me a acceptable deal. I had been a little bit acquainted of this your broadcast
provided bright clear idea
Hi! I know this is kinda off topic but I was wondering which blog platform are you using for this website?
I’m getting fed up of WordPress because I’ve had issues with hackers and I’m looking at options for
another platform. I would be great if you could point
me in the direction of a good platform.
Amazing! Its truly remarkable paragraph, I have got much clear idea on the topic of from this piece of writing.
Wow, wonderful weblog layout! How long have you been running a blog for?
you make blogging look easy. The total look of your web site is magnificent,
as neatly as the content!
whoah this weblog is wonderful i like studying your posts.
Keep up the good work! You recognize, lots of people
are looking around for this info, you could help them greatly.
My coder is trying to convince me to move to .net from PHP.
I have always disliked the idea because of
the expenses. But he’s tryiong none the less. I’ve
been using Movable-type on a number of websites for about a year and am nervous about switching to another platform.
I have heard good things about blogengine.net. Is there a way I can import all my wordpress posts
into it? Any help would be really appreciated!
My family every time say that I am wasting my time here at web, but I know I am getting experience every
day by reading such fastidious posts.
461343 972545There is noticeably lots of funds to comprehend this. I assume you produced certain nice points in features also. 526931
Asking questions are truly pleasant thing
if you are not understanding something fully, but this piece of writing
gives nice understanding yet.
Appreciate this post. Let me try it out.
We are a group of volunteers and starting a new scheme in our community.
Your site provided us with valuable info to work on. You’ve done
a formidable job and our whole community will be grateful to you.
Medikamente in der Schweiz ohne ärztliche Konsultation Choseido Ciney médicaments en vente libre sur
internet en Suisse
Medikamente kaufen günstig Sun Gossau Vendita di farmaci
a Bruxelles senza prescrizione
achat de médicaments en Espagne hexal Avignon Medikamente mit
oder ohne Rezept in Frankreich
Medikamente ohne Rezept in Genf, Schweiz Farmagon Herk-de-Stad achat
médicaments mylan en France
шағын және орта бизнес қолдау, шағын
және орта бизнесті дамыту теңізде мұз жүзіп жүр, көлемі 200
см3 суға батырылған денеге әсер ететін кері итеруші күш сосновый дом на краю аула основная
мысль, г бельгер сосновый дом на краю аула сбербанк
шымкент адреса, сбербанк шымкент банкоматы адреса
You made some really good points there. I checked on the internet
for additional information about the issue and found most people will go along with your
views on this site.
ахмет атаға арнау, ахмет атаға хат қазіргі замандағы эксперименталды психология түсінігі, зейінді эксперименттік зерттеу жарық дисперсиясы мысал, интерференция
құбылысы ақпараттық қоғам және
интернет, ақпараттық қоғам презентация
This is a really good tip especially to those new to the blogosphere.
Simple but very accurate information… Appreciate your sharing this one.
A must read post!