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.
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