Dans le bus, le train, la rue, et même dans les toilettes… Le Nudge marketing est de partout ! Réelle tendance marketing, de plus en plus de marques l’utilisent… et ça paye !
Si l’histoire de la mouche placée au fond d’un urinoir dans l’aéroport d’Amsterdam en est l’exemple typique, le Nudge s’est depuis développé pour influencer les comportements du quotidien. Mais qu’est-ce qu’un Nudge ? Issu de l’anglais, ce terme désigne un petit geste du coude destiné à attirer l’attention de quelqu’un. Il s’agit, en réalité de techniques permettant d’inciter les personnes à changer leur comportement, sans que celles-ci ne s’en rendent compte. « La carotte plutôt que le bâton », c’est ainsi que nous pouvons illustrer la mission principale du Nudge : changer le comportement d’une personne, mais sans contrainte !
L’air de rien, le Nudge s’est installé dans notre quotidien sans qu’on ne s’en rende vraiment compte… Attention, vous allez peut-être prendre conscience que vous avez été manipulés… mais parfois pour la bonne cause ! 😉
1. L’Oréal : Lutter contre le cancer de la peau
En 2019, la fondation contre le cancer de la peau a mis en évidence lors d’une étude que, 5 coups de soleil avant l’âge de 20 ans augmentaient le risque de mélanome de 80%. A contrario, seulement 27% de la population Française utilise de la crème solaire lors de leur exposition au soleil. Pour agir contre ce danger, la marque La Roche-Posay a développé une nouvelle technologie appelée « Patches UV » afin de sensibiliser les vacanciers aux risques entrepris en cas d’exposition au soleil sans protection. Connecté au smartphone, ce patch permet de suivre l’évolution de son capital soleil au quotidien, afin de savoir si la crème appliquée auparavant est encore efficace.
2. Amphiro : Agir contre le réchauffement climatique
Amphiro est un compteur d’eau à installer dans sa douche, destiné à influencer le temps passé sous la douche. Source majoritaire du réchauffement climatique, le pommeau de douche Amphiro affiche l’image d’un ours sur un bloc de glace qui se réduit au fur et à mesure que notre douche dure dans le temps. Grâce à cela, les personnes sont encouragées à passer moins de temps sous la douche et donc à réduire leur empreinte énergétique.
3. Des mâchoires de monstre dans le RER Parisien
Si la SNCF s’est fixée l’objectif de ralentir la course effrénée des voyageurs et fluidifier leurs trajets, les moyens pour y arriver peuvent paraître très difficile à première vue… et pourtant ! C’est à la suite d’une étude réalisée par la SNCF dans ses RER Parisiens, que celle-ci a décidé de recouvrir les portes de l’un des trains du RER E de dents qui semblent, lorsqu’elles se ferment, vouloir dévorer ceux qui s’en approchent. En parallèle, certains couloirs de correspondance ont également été retapissés de feuilles pour donner une ambiance « nature ».
Ainsi par ces différents moyens, le comportement des personnes change sans que celles-ci s’en aperçoivent. Résultat concluant avec moins d’incivilités qui provoquent des microretards comme retenir les portes du train.
Si le nudge est une technique de plus en plus appréciée par les entreprises et les consommateurs, celui-ci doit avant tout être éthique. En effet, certaines entreprises se lancent dans la tendance et utilisent la technique du nudge mais à mauvaise escient. Cette approche dévoyée du Nudge marketing est alors appelée Sludge. Ayant pour seul but d’influencer les comportements des personnes au seul profit de l’entreprise… cette technique est très mal perçue par les consommateurs et peut avoir des conséquences… pour l’entreprise
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