Today's consumers are aware of the reality of the ecological crisis. As a result, brands honor more and more their commitments for the climate.
The fortification of the ecological lever
The confinements have allowed the French population to slow down their consumption and to move towards local, traceable and sustainable products. CSR has become essential for companies and associations in the ecological transition process. Corporate Social Responsibility includes all actions taken by companies to respect the three pillars of sustainable development.
71% of today's consumers think that companies should get involved in environmental issues, according to a study made by Produrable. That's why it's important to remain authentic to build a strong community. The better you know your customer, the more you can target your actions. If you prioritize quality over quantity, you will bring added value to your target.
Less is More
We are entering the era of "slow communication" which spreads meaningful messages and favors eco-designed communication and adequate digital practices. Responsible communication is a reaction to fast communication. We are looking for a more sober corporate communication without efforts of performance for the mass public. We want to "do less, but better" in a society of immediacy where everything must go fast.
Slow marketing" is simply adapting to changes in consumer buying behavior. The eco-responsible brand Patagonia is a good example. The brand has been financially supporting only ecological associations and groups since 1957. Its credibility is the result of a promise to address the world's most pressing environmental issues. Patagonia brings customers to itself with relevant content like Patagonia Action Works.
Another case. The responsible organization WWF publishes content that interests its audience. Its podcast, The Panda Effect, was born in February 2020 from a desire to advocate for the protection of nature and animals. Its engaged community wants to understand the threat which carries weight to wildlife and plantlife. That's why the episodes offer educational content in line with its positioning.
In short, the flood of advertisements in our daily lives forces companies to invest in environmental marketing. They have understood that the professions of the future jobs will more favor the protection of natural resources. Training courses are opening up on green jobs (circular economy expert, CSR manager, etc). However, the public mustn’t fall into the trap of greenwashing.
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