{"id":336742,"date":"2021-09-21T16:48:51","date_gmt":"2021-09-21T14:48:51","guid":{"rendered":"https:\/\/agence-samba.com\/?page_id=336742"},"modified":"2022-05-27T11:08:33","modified_gmt":"2022-05-27T09:08:33","slug":"quest-ce-que-le-marketing-durable-et-ethique","status":"publish","type":"page","link":"https:\/\/agence-samba.com\/en\/agence-de-communication-ethique-et-responsable\/quest-ce-que-le-marketing-durable-et-ethique\/","title":{"rendered":"Qu’est ce que le marketing durable et \u00e9thique ?"},"content":{"rendered":"

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Qu’est ce que le marketing durable et \u00e9thique ?<\/h1>\n

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Relativement r\u00e9cente dans le monde de la communication, la notion de marketing responsable<\/a><\/span><\/strong> tend \u00e0 s\u2019imposer comme un mod\u00e8le int\u00e9ressant, tant d\u2019un point de vue \u00e9conomique qu\u2019\u00e9thique.<\/p>\n

Mais qu\u2019est-ce que le marketing durable implique au juste ? Est-il possible de r\u00e9concilier ces notions a priori antinomiques ? Comment l\u2019appliquer ? SAMBA fait le point sur le marketing responsable.<\/p>\n

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Marketing responsable : quel est le concept ?<\/h2>\n

 <\/p>\n

Marketing durable : un oxymore ?<\/h3>\n

Si les expressions \u00ab marketing durable \u00bb, \u00ab marketing \u00e9thique<\/a><\/span> \u00bb ou encore \u00ab marketing responsable \u00bb sonnent comme des oxymores aupr\u00e8s de nombreuses oreilles, il ne s\u2019agit pas, pourtant de deux notions tout \u00e0 fait irr\u00e9conciliables.<\/strong>
Le marketing, tout d\u2019abord, n\u2019est pas, par essence, quelque chose de mauvais qui a trait uniquement \u00e0 la surconsommation.<\/p>\n

Le marketing est, par d\u00e9finition, un outil con\u00e7u pour permettre aux entreprises de proposer le bon service ou produit au bon moment \u00e0 leur client, en fonction des besoins d\u00e9duits du consommateur cibl\u00e9.
On ne peut certes pas nier que certaines utilisations du marketing strat\u00e9gique sont douteuses d\u2019un point de vue moral mais elles sont li\u00e9es au charg\u00e9 du marketing, et pas \u00e0 la d\u00e9marche marketing en tant que telle.
Les notions d\u2019\u00e9thique, de durable et de responsable<\/a><\/span> sont quant \u00e0 elles fortement li\u00e9es \u00e0 celles de d\u00e9veloppement durable, de protection de l\u2019environnement et des enjeux soci\u00e9taux. Elles induisent une dimension \u00e9conomique, sociale et \u00e9cologique.<\/strong><\/p>\n

L\u2019id\u00e9e qui se cache derri\u00e8re la notion de marketing responsable est donc d\u2019utiliser les techniques de marketing classiques et \u00e9prouv\u00e9es, mais de fa\u00e7on durable et \u00e9thique, pour les ancrer dans une consommation et une \u00e9conomie responsable et vertueuse.<\/p>\n

Et m\u00eame les grands PDG y voient une solution d\u2019avenir, \u00e0 l\u2019instar de F. Riboud, ancien PDG de Danone : \u00ab Il est de l\u2019int\u00e9r\u00eat m\u00eame de l\u2019entreprise de prendre soin de son environnement \u00e9conomique et social, ce qu\u2019on a appel\u00e9 par analogie son \u00e9cosyst\u00e8me \u00bb.<\/em><\/p>\n

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Marketing responsable : d\u00e9finition<\/h3>\n

Le concept de marketing durable est relativement r\u00e9cent \u00e0 l\u2019\u00e9chelle de l\u2019histoire de la communication, mais le sociologue G. Mermet en parlait d\u00e9j\u00e0 en 2002, dans les termes suivants :
\u00ab C\u2019est l\u00e0 une t\u00e2che difficile, mais une formidable opportunit\u00e9 de renouer le lien de confiance qui s\u2019est distendu entre l\u2019offre et la demande \u00bb.<\/em>
Aujourd\u2019hui, on d\u00e9finit le marketing<\/a><\/span> responsable comme \u00ab l\u2019art de concilier marketing et d\u00e9veloppement durable \u00bb\u00b9<\/span><\/em>\u00a0, un art<\/span> qui exige des entreprises qu\u2019elles fassent preuve d\u2019un plus grand engagement en faveur du d\u00e9veloppement durable et d\u2019un plus grand respect de leurs employ\u00e9s.<\/strong><\/p>\n

 <\/p>\n

\u00b9 CHERFI S., 2014, \u00ab Le Marketing durable : une utopie ou une confusion durable ? \u00bb, Revue de Management et de Strat\u00e9gie (12:2), pp.11-24.<\/em><\/p>\n

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La coh\u00e9rence pour les professionnels et leurs clients ?<\/h2>\n

A l\u2019heure o\u00f9 les enjeux \u00e9cologiques<\/a> <\/span>prennent une place de plus en plus importante dans notre quotidien, il est \u00e9vident qu\u2019un plan marketing \u00e9thique est un outil incontournable pour les entreprises<\/strong> qui se lancent, autant que pour celles qui souhaitent p\u00e9renniser leurs activit\u00e9s.
\nEssentielles pour les consommateurs, les questions du d\u00e9veloppement durable, de pr\u00e9servation de l\u2019environnement et des conditions de travail des salari\u00e9s, regroup\u00e9es dans la RSE (Responsabilit\u00e9 Soci\u00e9tale des Entreprises) le sont, de fait, tout autant.<\/p>\n

Du c\u00f4t\u00e9 des entrepreneurs, institutions ou encore associations, le marketing durable<\/a><\/span> permet de mettre en place un plan de communication align\u00e9 avec les valeurs de la structure<\/strong> ; de celui des consommateurs, il garantit plus de transparence et la possibilit\u00e9 de choisir une marque qui partage les m\u00eames engagements.[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row custom_padding_last_edited=\u00a0\u00bbon|phone\u00a0\u00bb _builder_version=\u00a0\u00bb4.9.2″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb max_width=\u00a0\u00bb900px\u00a0\u00bb custom_margin=\u00a0\u00bb||||false|false\u00a0\u00bb custom_padding=\u00a0\u00bb40px||40px||true|false\u00a0\u00bb custom_padding_tablet=\u00a0\u00bb20px||0px||false|false\u00a0\u00bb custom_padding_phone=\u00a0\u00bb0px||||false|false\u00a0\u00bb locked=\u00a0\u00bboff\u00a0\u00bb][et_pb_column type=\u00a0\u00bb4_4″ _builder_version=\u00a0\u00bb4.9.2″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb][et_pb_text admin_label=\u00a0\u00bbSubtitle\u00a0\u00bb _builder_version=\u00a0\u00bb4.9.2″ text_font=\u00a0\u00bbMulish||||||||\u00a0\u00bb text_text_color=\u00a0\u00bb#02105B\u00a0\u00bb header_font=\u00a0\u00bb||||||||\u00a0\u00bb header_2_font=\u00a0\u00bb|800|||||||\u00a0\u00bb header_2_text_color=\u00a0\u00bb#ffa33e\u00a0\u00bb header_2_font_size=\u00a0\u00bb23px\u00a0\u00bb header_2_line_height=\u00a0\u00bb1.4em\u00a0\u00bb header_3_font=\u00a0\u00bbMulish|800|||||||\u00a0\u00bb header_3_text_color=\u00a0\u00bb#192F91″ header_3_font_size=\u00a0\u00bb18px\u00a0\u00bb header_3_line_height=\u00a0\u00bb1.3em\u00a0\u00bb module_alignment=\u00a0\u00bbleft\u00a0\u00bb custom_margin=\u00a0\u00bb|||\u00a0\u00bb custom_padding=\u00a0\u00bb20px||20px||false|false\u00a0\u00bb custom_padding_tablet=\u00a0\u00bb15px||15px||false|false\u00a0\u00bb custom_padding_phone=\u00a0\u00bb0px||0px||false|false\u00a0\u00bb custom_padding_last_edited=\u00a0\u00bbon|desktop\u00a0\u00bb animation_direction=\u00a0\u00bbbottom\u00a0\u00bb header_2_font_size_tablet=\u00a0\u00bb20px\u00a0\u00bb header_2_font_size_phone=\u00a0\u00bb16px\u00a0\u00bb header_2_font_size_last_edited=\u00a0\u00bbon|tablet\u00a0\u00bb header_3_font_size_tablet=\u00a0\u00bb17px\u00a0\u00bb header_3_font_size_phone=\u00a0\u00bb15px\u00a0\u00bb header_3_font_size_last_edited=\u00a0\u00bbon|phone\u00a0\u00bb locked=\u00a0\u00bboff\u00a0\u00bb]<\/p>\n

Le marketing responsable : comment s’y prendre ?<\/h2>\n

La premi\u00e8re chose \u00e0 savoir concernant l\u2019application concr\u00e8te du marketing responsable est qu\u2019il fait partie int\u00e9grante de la politique RSE d\u2019une entreprise, il doit donc \u00eatre utilis\u00e9 de concert avec une communication responsable<\/a><\/span> et une communication rse<\/a><\/span>.
\u00c9laborer un marketing op\u00e9rationnel et \u00e9thique au sein d\u2019une entreprise implique le plus souvent d\u2019\u00eatre accompagn\u00e9, au moins le temps du lancement (ou de la transition), par une agence de communication sp\u00e9cialis\u00e9e en communication \u00e9thique et responsable.<\/strong><\/p>\n

Ce type de structure sera en effet en mesure de vous aider \u00e0 cibler les changements \u00e0 faire, de vous accompagner pendant la transition et, surtout, de vous aider \u00e0 lancer votre nouvelle communication responsable.
Concr\u00e8tement, le marketing responsable doit toucher \u00e0 tous les aspects d\u2019une strat\u00e9gie marketing<\/strong>, depuis la production des produits jusqu\u2019\u00e0 leur traitement apr\u00e8s utilisation (penser recyclage !). Le marketing \u00e9thique s\u2019applique d\u00e8s la conception (ou plut\u00f4t \u00e9co-conception !) des produits<\/strong> (choix et origine des mati\u00e8res premi\u00e8res, design, fonctionnement, packaging, alimentation le cas \u00e9ch\u00e9ant, norme iso, cycle de vie\u2026), et concerne \u00e9galement votre cha\u00eene de production ; on ne peut pas faire de marketing responsable en produisant sans \u00e9gard pour l\u2019impact environnemental !<\/p>\n

Il est donc n\u00e9cessaire d\u2019avoir une offre coh\u00e9rente avec les principes du marketing durable<\/strong>, que vous cr\u00e9iez votre toute premi\u00e8re gamme, lanciez de nouveaux produits ou travailliez \u00e0 la refonte de votre image de marque.
\u00c9tant inscrit dans une d\u00e9marche rse vertueuse, le marketing de l entreprise ne doit pas uniquement concerner les d\u00e9partements marketing et relations publiques ! Au contraire, toutes les parties-prenantes doivent \u00eatre impliqu\u00e9es dans cette d\u00e9marche de responsabilit\u00e9 sociale et environnementale<\/strong> : chef de produits, community manager, annonceurs, charg\u00e9 d \u00e9tudes, chef de projet, responsable de la relation-client…
Enfin, l\u2019un des fondements du marketing \u00e9thique est la transparence de l\u2019entreprise. Il est ainsi essentiel de mettre en place une strat\u00e9gie de communication qui permettra \u00e0 vos futurs clients d\u2019avoir acc\u00e8s facilement \u00e0 toutes les informations qu\u2019ils recherchent concernant la provenance et la qualit\u00e9 de vos produits, les conditions de travail de vos salari\u00e9s, qui sont vos partenaires, quels sont les prestataires auxquels vous faites appel, etc.<\/p>\n

[\/et_pb_text][et_pb_toggle title=\u00a0\u00bbEn savoir plus : quels professionnels pour vous accompagner dans le marketing reponsable ?\u00a0\u00bb open_toggle_text_color=\u00a0\u00bb#ffa33e\u00a0\u00bb open_toggle_background_color=\u00a0\u00bbRGBA(0,0,0,0)\u00a0\u00bb closed_toggle_text_color=\u00a0\u00bb#ffa33e\u00a0\u00bb closed_toggle_background_color=\u00a0\u00bbRGBA(0,0,0,0)\u00a0\u00bb icon_color=\u00a0\u00bb#ffa33e\u00a0\u00bb use_icon_font_size=\u00a0\u00bbon\u00a0\u00bb icon_font_size=\u00a0\u00bb18px\u00a0\u00bb _builder_version=\u00a0\u00bb4.9.2″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb title_text_color=\u00a0\u00bb#ffa33e\u00a0\u00bb title_font=\u00a0\u00bbMulish|600|||||||\u00a0\u00bb title_font_size=\u00a0\u00bb18px\u00a0\u00bb title_line_height=\u00a0\u00bb1.3em\u00a0\u00bb closed_title_font=\u00a0\u00bbMulish|600|||||||\u00a0\u00bb body_text_color=\u00a0\u00bb#02105b\u00a0\u00bb custom_margin=\u00a0\u00bb0px||||false|false\u00a0\u00bb custom_padding=\u00a0\u00bb0px|||0px|false|false\u00a0\u00bb title_font_size_tablet=\u00a0\u00bb16px\u00a0\u00bb title_font_size_phone=\u00a0\u00bb15px\u00a0\u00bb title_font_size_last_edited=\u00a0\u00bbon|phone\u00a0\u00bb border_width_all=\u00a0\u00bb0px\u00a0\u00bb locked=\u00a0\u00bboff\u00a0\u00bb]<\/p>\n

Selon la taille de votre structure, votre projet, vos plans marketing, vos actions de communication, etc., il est probable que vous ne fassiez pas appel aux m\u00eames professionnels du marketing \u00e9thique. Les grandes entreprises par exemple, sont d\u00e9j\u00e0 dot\u00e9es d\u2019un d\u00e9partement marketing avec directeur marketing, responsable de la communication, charg\u00e9 de veille concurrentielle, sp\u00e9cialiste communication digitale, etc. ; dans ce cas, l\u2019intervention d\u2019un consultant marketing durable peut \u00eatre suffisante<\/strong>, tout d\u00e9pend des actions marketing d\u00e9j\u00e0 engag\u00e9es.
En revanche, pour une petite entreprise, un jeune entrepreneur ou encore un ind\u00e9pendant, mieux vaut d\u00e9l\u00e9guer son plan marketing \u00e0 une agence comp\u00e9tente.<\/strong><\/p>\n

Id\u00e9alement, l\u2019\u00e9quipe marketing avec laquelle vous choisirez de travailler devra correspondre \u00e0 l\u2019ADN de votre structure, partager vos engagements et \u00eatre assez diversifi\u00e9e pour pouvoir vous accompagner sur toute votre politique marketing. Elle devra \u00eatre force de proposition pour trouver des solutions op\u00e9rationnelles correspondant \u00e0 la fois \u00e0 votre secteur d\u2019activit\u00e9, \u00e0 votre image de marque et \u00e0 vos ambitions commerciales en privil\u00e9giant toujours l\u2019exp\u00e9rience-client pour le d\u00e9veloppement des ventes.<\/p>\n

Le responsable de la strat\u00e9gie marketing pourra vous accompagner pour d\u00e9finir une strat\u00e9gie globale, incluant la communication digitale, ou web-marketing, avec une approche multicanal (notamment sur les social media, via une campagne de mailing et diverses campagnes digitales), la communication print et \u00e9v\u00e8nementielle s\u2019il y a lieu.<\/p>\n

De fa\u00e7on g\u00e9n\u00e9rale, nous vous conseillons de privil\u00e9gier une personne ou une structure qui proposera une approche globale de votre strat\u00e9gie<\/strong>, la segmentation n\u2019est pas, dans le cadre du marketing responsable, la meilleure option. Au contraire, il est amplement pr\u00e9f\u00e9rable de travailler sur plusieurs fronts \u00e0 la fois puisque, comme nous le disions, le marketing \u00e9thique s\u2019imbrique dans une d\u00e9marche plus globale de responsabilit\u00e9 des entreprises.<\/strong>
Les actions de communication men\u00e9es doivent, en plus d\u2019\u00eatre \u00e9thiques, demeurer coh\u00e9rentes avec votre strat\u00e9gie commerciale, il est donc n\u00e9cessaire de travailler en bonne intelligence avec votre marketing manager pour voir fleurir les d\u00e9bouch\u00e9s et fid\u00e9liser vos clients.<\/p>\n

Atout pour le d\u00e9veloppement de votre entreprise, le marketing durable est avant tout un outil \u00e0 mettre en place pour pouvoir communiquer de fa\u00e7on \u00e9thique et responsable<\/strong> avec votre audience.
S\u2019appuyant notamment sur la transparence des entreprises quant \u00e0 leurs proc\u00e9d\u00e9s d\u2019approvisionnement et de fabrication, les conditions de travail de leurs employ\u00e9s et les actions mises en place pour servir leurs engagements environnementaux, le marketing responsable permet d\u2019\u00e9tablir une relation de confiance entre les deux principaux acteurs de l\u2019\u00e9conomie : les entreprises et leurs clients.<\/p>\n

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Sur le m\u00eame sujet…<\/h6>\n

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Qu’est ce que le marketing durable et \u00e9thique ?Relativement r\u00e9cente dans le monde de la communication, la notion de marketing responsable tend \u00e0 s\u2019imposer comme un mod\u00e8le int\u00e9ressant, tant d\u2019un point de vue \u00e9conomique qu\u2019\u00e9thique. Mais qu\u2019est-ce que le marketing durable implique au juste ? Est-il possible de r\u00e9concilier ces notions a priori antinomiques ? Comment l\u2019appliquer ? SAMBA fait le point sur le marketing responsable.Marketing responsable : quel est le concept ?   Marketing durable : un oxymore ? Si les expressions \u00ab marketing durable \u00bb, \u00ab marketing \u00e9thique \u00bb ou encore \u00ab marketing responsable \u00bb sonnent comme des oxymores aupr\u00e8s de nombreuses oreilles, il ne s\u2019agit pas, pourtant de deux notions tout \u00e0 fait irr\u00e9conciliables.Le marketing, tout d\u2019abord, n\u2019est pas, par essence, quelque chose de mauvais qui a trait uniquement \u00e0 la surconsommation. Le marketing est, par d\u00e9finition, un outil con\u00e7u pour permettre aux entreprises de proposer le bon service ou produit au bon moment \u00e0 leur client, en fonction des besoins d\u00e9duits du consommateur cibl\u00e9.On ne peut certes pas nier que certaines utilisations du marketing strat\u00e9gique sont douteuses d\u2019un point de vue moral mais elles sont li\u00e9es au charg\u00e9 du marketing, et pas \u00e0 la d\u00e9marche marketing […]<\/p>\n","protected":false},"author":3,"featured_media":0,"parent":335189,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"class_list":["post-336742","page","type-page","status-publish","hentry"],"yoast_head":"\nMarketing responsable: d\u00e9finition, enjeux et mode d\u2019emploi - SAMBA<\/title>\n<meta name=\"description\" content=\"D\u00e9finition du marketing responsable et \u00e9thique ? 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