How to adapt both corporate and brand marketing and communication strategies, taking into account the impact on the environment and social relations.

Communicate yes, but differently

It is increasingly difficult for advertisers and marketers to blindly continue their mission to sell, which constitutes the basis of  commercial communication, in a world which, in all evidence,  lives beyond its materal  capabilities and must now take into account social realities. This growing awareness among the different actors at both the local and global level is being fueled by the various  social networks which provide  the internet community with  platforms to express opinions and share experiences in a global and immediate way.

 

A rising power to be reckoned with

Sustainable development, initially promoted by a small circle of pioneers has today, established itself in our society  with movies like ‘Tomorrow’ or ‘A truth that bothers’ or those of Nicolas Hulot and Yann Arthus Bertrand, but also thanks to extreme climatic events, and sensational environmental accidents. Public policies have been placing  more  emphasis on the environment as illustrated by the Grenelle Environment Forum, laws on energy transition or the COP21 hosted by France in Paris  at the end of 2015.

This new state of mind is now well-entrenched in France and according to the many studies recently carried out, concerns over 80% of the population.

Corporations,  and more generally all economic and political entities,  must now take into account this phenomenon which implies profound changes in the way companies communicate and organize the promotion of their products and services. The ARPP, the self-regulatory authority of  advertising in France,  has integrated environmental issues  into the criteira used to control the ethical conduct of the profession.

Omnipresent and unavoidable regulations

More and more tenders from the state sector as well as agency pitches  now include criteria regarding the  environmental impact of communication and the means  to  reduce it, whether  acting as a contractor or service provider. Overall, more communication campaigns aim at  respecting the ISO 26000 approach, but also labels and standards such as 20121 for events.

 

A wealth of job creation in the future

This program is therefore  dedicated to the new forms of internal and external communication, used by companies, state  and private institutions, and local authorities, who actively implement or promote CSR and sustainable development policies.

 

Different communication for different mindsets

These new policies, intended to create a stricter framework  for offering products or services to consumers, are a major source of job creation either directly for  companies or for  specialized agencies who advise the former in the implementation of these strategies. Responsible communication requires, at present,  specialists, who are well aware of the current and impending societal and regulatory  developments and who can transcribe them in a suitable  way so that companies will be able to  present their communication and marketing actions in the future.

It is increasingly difficult for advertisers and marketers to blindly continue their mission to sell, which constitutes the basis of  commercial communication, in a world which, in all evidence,  lives beyond its materal  capabilities and must now take into account social realities. This growing awareness among the different actors at both the local and global level is being fueled by the various  social networks which provide  the internet community with  platforms to express opinions and share experiences in a global and immediate way.

 

A rising power to be reckoned with

Sustainable development, initially promoted by a small circle of pioneers has today, established itself in our society  with movies like ‘Tomorrow’ or ‘A truth that bothers’ or those of Nicolas Hulot and Yann Arthus Bertrand, but also thanks to extreme climatic events, and sensational environmental accidents. Public policies have been placing  more  emphasis on the environment as illustrated by the Grenelle Environment Forum, laws on energy transition or the COP21 hosted by France in Paris  at the end of 2015.

This new state of mind is now well-entrenched in France and according to the many studies recently carried out, concerns over 80% of the population.

Corporations,  and more generally all economic and political entities,  must now take into account this phenomenon which implies profound changes in the way companies communicate and organize the promotion of their products and services. The ARPP, the self-regulatory authority of  advertising in France,  has integrated environmental issues  into the criteira used to control the ethical conduct of the profession.

Omnipresent and unavoidable regulations

More and more tenders from the state sector as well as agency pitches  now include criteria regarding the  environmental impact of communication and the means  to  reduce it, whether  acting as a contractor or service provider. Overall, more communication campaigns aim at  respecting the ISO 26000 approach, but also labels and standards such as 20121 for events.

 

A wealth of job creation in the future

This program is therefore  dedicated to the new forms of internal and external communication, used by companies, state  and private institutions, and local authorities, who actively implement or promote CSR and sustainable development policies.

 

Different communication for different mindsets

These new policies, intended to create a stricter framework  for offering products or services to consumers, are a major source of job creation either directly for  companies or for  specialized agencies who advise the former in the implementation of these strategies. Responsible communication requires, at present,  specialists, who are well aware of the current and impending societal and regulatory  developments and who can transcribe them in a suitable  way so that companies will be able to  present their communication and marketing actions in the future.