Companies play a social and ecological role. Responsible marketing and communication are central to this awareness. Best practices are emerging around shared repositories. Beyond eco-design, real marketing and communication ethics are essential.
Responsible communication: basic principles
CSR (social and ecological responsibility) is now anchored in the marketing and communication professions. Ademe, the Agency for the Green Transition, advocates these three principles communication responsible :
- L’eco conception Communication media: use less energy and raw materials, avoid dangerous products, produce less waste, reduce packaging, rely on these short circuits to reduce transport, etc.
- The ethical speaking : The content of the messages must be honest and transparent, no “greenwashing”! The content must not “mislead” the recipient, the ecological properties must be real and verifiable. On the other hand, the message itself must not encourage environmentally harmful behavior …
- The guide : It is about promoting dialogue with stakeholders (consumers, suppliers, employees, etc.) and involving them in this responsible approach. Responsible communication is everyone’s business.
The aim of responsible marketing and communication is to limit the impact on the environment and to have a coherent discourse with the communication activities. They also improve the company’s image.
A responsible approach also offers the company the opportunity to motivate its employees towards a common and unifying goal. A topic of your choice to stimulate internal communication.
Responsible communication and data protection
For its part, the Markenverband has just updated the FAIRe program in 2020 (launched in 2018). It has been signed and applied by large companies such as Danone, Unilever or Yves Rocher. These companies will track and measure 15 commitments. The principles advocated in this program reinforce the above principles. Here are some of them:
- Responsible news that Ban stereotypes and sexism.
- Controlled distribution in compliance with data protection : Communication must be adapted and protect the consumer. In other words, we must not give in to spam and respect GDPR good marketing and communication practices.
- A balanced relationship with service providers, especially through the sincerity and transparency of the offers. In addition, the selected suppliers must share the same environmental commitment.
The phases of successful responsible communication
As we mentioned in the communication toolbox, responsible communication has several stages:
- Define yours engagements towards your internal and external stakeholders,
- write your charter for responsible communication,
- Build action plans Coherent 360° marketing and communication: The approach includes all activities (print media, public relations, events, videos, packaging, etc.),
- Implement a validation process communication ethics,
- Communicate your Responsible Communications Principles and Charter service provider (agencies, freelancers, etc.),
- train yours speaker (experts, managers, ambassadors) to share the key messages and best practices of responsible communication.
Digital and responsible communication
Marketing and digital communication must also bear responsibility. Goals include limiting energy pollution and digital pollution, and complying with W3C standards and accessibility standards.
There are labels that prove this commitment, in particular the Wattimpact certificate, which guarantees an electrically environmentally friendly site.
Responsible marketing and communication are in line with the labels for printed communication. These have been anchored in practice for years. Let’s not forget that the paper recycling sector is much more developed and efficient than that of digital recycling… In fact, the famous “yellow bins” have been around for ages, when the collection points for electrical and digital objects were just beginning to emerge are.
To certify that printed matter has a lower environmental impact from production to recycling, these two labels are valuable:
- The Imprim’Vert label guarantees the elimination of all polluting waste and the renunciation of the use of toxic products.
- The PEFC, Forest Certification Recognition Program, guarantees that the wood used to make paper or board is responsibly sourced and contributes to the sustainable management of forests.
Responsible marketing and communication therefore aims to meet the new expectations of customers. In addition, they determine the life cycle of their products or services and rely on eco-design. They also lead to the integration of CSR into the brand strategy. A policy leading to the extension of these responsible practices to service providers and suppliers; We want to give meaning to these values ​​and strengthen them internally.
How do you train new CSR approaches?
The trend towards “better consumption” is spreading, customer specifications increasingly include a responsible dimension, new regulations are piling up.
Discover the training for responsible marketing and communication at Cegos.
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Written by
Philippe Gerard
Philippe Gerard, Manager at Cegos, leads digital training and digital transformation projects. He is also a co-author of The Communication Toolbox for Dunod editions.
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