Marketing eco-responsibility and media object | innovations | Innovation Research Network

The world as we know it is constantly changing. Today, the environment is increasingly threatened, natural resources are scarce. On July 18, 2022, the American NGO Global Footprint Network announced that today corresponds to the day of excess: humanity has already consumed all the resources that the planet can generate in one year. It’s been 50 years since the day of the transgression has been pushed back. Humanity consumes the annual budget of natural resources faster and faster. According to the 2022 IPCC report, demography and climate change are the sources of degradation of natural ecosystems; biodiversity takes a hit! Water and agricultural resources are also affected quantitatively (low agricultural productivity) and qualitatively (pollution, loss of biodiversity, etc.). We cannot deny it, companies act as economic actors and cannot be isolated from society. By their actions, they operate in an environment of interdependence with a large number of actors: customers, suppliers, partners…

All the activities of companies affect their internal or external environment from an economic, social and environmental point of view. Recognizing (or limiting) this connection, companies today “work on the environment” with various operational measures to increase their contribution and correct certain actions that have a negative environmental impact; it refers to social and environmental responsibility (CSR). Several authors have focused their research on this fashionable topic. CSR represents the way a company responds to social challenges by creating strategies, management systems, change management and control, control, evaluation and accountability methods that incorporate new performance designs.

The integration of the dimension of sustainable development revolving around the three axes (social, economic and environmental) and CSR at the corporate level has a direct impact on the marketing function, giving it a new dimension and new paradigms. If previously the purpose of marketing was to promote the company’s offer, today its function is not limited to this, it must increase the company’s offer by contributing to the improvement of social and environmental reports. It should also be noted that at the internal level of the company, these practices should be applied to the “good” management of human resources.

In this regard, 52.5% of companies at the European Union level declare that they are committed to the CSR approach, Finland, Sweden and France are at the top of the list. More than half of companies in France (54.3%) are already committed to a CSR approach. Marketing needs to adapt to this…

Consumers are always looking for a tangible brand presence. The media object responds to this request. Despite the known developments in the world of communication, the advertising object still proves to be useful and effective. A media object or advertising object is generally any object or textile that contains a brand’s name and logo and is offered to customers, prospects or company employees; the purpose of advertising is to attract or retain customers or to satisfy employees. It is a means of communication with a specific target.

According to the French Federation of Communication Professionals, advertising is the third most attractive media after social networks and TV commercials. However, the challenge for brands is knowing how to optimize their presence by combining new consumer expectations, environmental challenges and new marketing challenges.

Through this communication, material and new marketing goals related to sustainable development and CSR, communication through advertising objects (gifts) should meet the expectations of both consumers and businesses. Thus, the media facility must adapt to the requirements dictated by the concept of eco-responsibility, adapting to the demands of companies and end consumers.

As a result, a new strategic ambition is reshaping the media property sector: CSR and eco-responsibility goals must be developed on a large scale. The use of eco-responsible media objects allows to emphasize the social and environmental responsibility of the company; it makes his brand more attractive and… relevant to the times. For sector professionals, the use of eco-responsible media objects allows strengthening customer relations with the support of a responsible player approach.

Referring to a media object made in France, 87% of French people want to buy objects made and branded in France, and 74% of companies confirmed this as a selection criterion for their products. gifts. However, we noted certain limitations regarding the use of the media object: companies do not provide sufficient information about this use; which does not demonstrate its usefulness. To avoid accusations, you need to know how to choose the right media object for your communication green wash.

Facility professionals should strive to price eco-responsible products and not be limited by the willingness of customers to provide them. In addition, for a 100% eco-responsible sector, efforts should be focused on product branding. Companies must rely on the use of a media facility for internal communication. Offering an eco-responsible media facility enables this reflection around CSR commitment to which employees can also contribute. Externally, offering an advertising object constitutes the tangible presence of the brand; an eco-responsible media object allows to emphasize and strengthen the brand image of a responsible player.

The question that arises at this level is about marking. Today, if consumers demand the origin of the product, this focus is not on the level of branding, but there are cleaner techniques than others. Thus, the integration of a media object into a company’s CSR approach should be aligned with its environmentally responsible communication, which will allow it to highlight its CSR activities and support a specific social or environmental cause. Indeed, for companies that integrate the media facility into their communications, it can be used as a corporate gift offered to employees and shareholders to entice them into this mindset. It can also be supported by external communication. In this case, the company can use it as a tool to spread a specific message and highlight its CSR activities, thereby enhancing its brand image as a responsible player.

About the author

A graduate of the MSc in Innovation Management at the University of Littoral-Côte d’Opale, Amel Deckal currently works in management and finance at a transition management firm.


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