{"id":336292,"date":"2021-03-03T10:59:28","date_gmt":"2021-03-03T09:59:28","guid":{"rendered":"https:\/\/agence-samba.com\/?p=336292"},"modified":"2023-02-20T11:31:35","modified_gmt":"2023-02-20T10:31:35","slug":"quest-ce-que-la-communication-responsable","status":"publish","type":"post","link":"https:\/\/agence-samba.com\/en\/quest-ce-que-la-communication-responsable\/","title":{"rendered":"Qu\u2019est-ce que la communication responsable ?"},"content":{"rendered":"

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communication responsable<\/h3>\n

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Qu’est ce que la communication responsable<\/a> ?<\/h1>\n

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De plus en plus pr\u00e9sente et pl\u00e9biscit\u00e9e, la communication<\/a><\/span> responsable<\/strong>, ou communication \u00e9co-responsable<\/a><\/span><\/strong>, tend \u00e0 faire de la communication un outil vertueux pour changer les m\u0153urs et aller vers un plus grand respect de l\u2019environnement. Mais que se cache-t-il exactement derri\u00e8re l\u2019expression \u00ab communication responsable \u00bb ? Pourquoi travailler avec une agence de communication responsable<\/strong> ? Quels avantages pour les structures ? SAMBA fait le point.<\/p>\n

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De plus en plus pr\u00e9sente et pl\u00e9biscit\u00e9e, la communication responsable<\/strong>, ou communication \u00e9co-responsable<\/strong>, tend \u00e0 faire de la communication un outil vertueux pour changer les m\u0153urs et aller vers un plus grand respect de l\u2019environnement. Mais que se cache-t-il exactement derri\u00e8re l\u2019expression \u00ab communication responsable \u00bb ? Pourquoi travailler avec une agence de communication responsable<\/strong> ? Quels avantages pour les structures ? SAMBA fait le point.<\/p>\n

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Communication responsable<\/a> : d\u00e9finition et enjeux<\/span><\/h2>\n

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Selon l\u2019ADEME, l\u2019agence de la transition \u00e9cologique du gouvernement, la communication responsable, ou communication \u00e9co-responsable, vise \u00e0 r\u00e9duire l\u2019impact environnemental des pratiques de communication habituelles<\/strong>, notamment en travaillant avec des supports de communication \u00e9co-produits et moins gourmands en \u00e9nergie, mais pas seulement. Les enjeux de la communication responsable ne s\u2019arr\u00eatent pas l\u00e0, ils englobent en r\u00e9alit\u00e9 une d\u00e9marche bien plus large qui met en avant les engagements d\u2019une structure en faveur des probl\u00e9matiques environnementales et soci\u00e9tales.<\/span><\/p>\n


Ainsi, pour pouvoir revendiquer une communication responsable, une entreprise ne peut pas se contenter d\u2019imprimer ses flyers sur du papier recycl\u00e9<\/strong> ! Elle doit au contraire veiller \u00e0 \u00eatre transparente sur ses engagements et actions (ce qui permet d\u2019\u00e9viter le greenwashing<\/em>), et doit \u00e9galement d\u00e9livrer des messages positifs et coh\u00e9rents avec les principes de communication responsable. La qualit\u00e9 des messages et la transparence de la structure sont deux facteurs essentiels d\u2019une communication pour qu\u2019elle s\u2019ins\u00e8re dans une d\u00e9marche de responsabilit\u00e9 envers l\u2019environnement et la soci\u00e9t\u00e9.<\/span>
<\/span><\/p>\n

[\/et_pb_text][et_pb_image src=\u00a0\u00bbhttps:\/\/agence-samba.com\/wp-content\/uploads\/2021\/07\/Alter-eco.jpg\u00a0\u00bb alt=\u00a0\u00bbcommunication responsable contre le gaspillage alimentaire\u00a0\u00bb title_text=\u00a0\u00bbAlter-eco\u00a0\u00bb _builder_version=\u00a0\u00bb4.16″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_image][et_pb_text _builder_version=\u00a0\u00bb4.16″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb text_font=\u00a0\u00bbMulish||on||||||\u00a0\u00bb text_text_color=\u00a0\u00bb#02105b\u00a0\u00bb text_font_size=\u00a0\u00bb13px\u00a0\u00bb ol_font_size=\u00a0\u00bb3px\u00a0\u00bb header_font=\u00a0\u00bb|900|||||||\u00a0\u00bb header_text_color=\u00a0\u00bb#02105b\u00a0\u00bb header_2_font=\u00a0\u00bbMuli|800|||||||\u00a0\u00bb header_2_text_color=\u00a0\u00bb#ffa33e\u00a0\u00bb header_3_font=\u00a0\u00bbMuli|800|||||||\u00a0\u00bb header_3_text_color=\u00a0\u00bb#eb5a3b\u00a0\u00bb header_4_font=\u00a0\u00bbMuli|700|||||||\u00a0\u00bb header_4_text_color=\u00a0\u00bb#ffa33e\u00a0\u00bb header_5_font=\u00a0\u00bbMuli|700|||||||\u00a0\u00bb header_5_text_color=\u00a0\u00bb#ffa33e\u00a0\u00bb header_5_font_size=\u00a0\u00bb18px\u00a0\u00bb header_6_font=\u00a0\u00bbMuli|600|||||||\u00a0\u00bb header_6_text_color=\u00a0\u00bb#eb5a3b\u00a0\u00bb custom_margin=\u00a0\u00bb-20px||||false|false\u00a0\u00bb custom_margin_tablet=\u00a0\u00bb\u00a0\u00bb custom_margin_phone=\u00a0\u00bb-15px||||false|false\u00a0\u00bb custom_margin_last_edited=\u00a0\u00bbon|phone\u00a0\u00bb custom_padding=\u00a0\u00bb0px||||false|false\u00a0\u00bb animation_style=\u00a0\u00bbfade\u00a0\u00bb text_font_size_tablet=\u00a0\u00bb13px\u00a0\u00bb text_font_size_phone=\u00a0\u00bb11px\u00a0\u00bb text_font_size_last_edited=\u00a0\u00bbon|desktop\u00a0\u00bb header_2_font_size_tablet=\u00a0\u00bb\u00a0\u00bb header_2_font_size_phone=\u00a0\u00bb23px\u00a0\u00bb header_2_font_size_last_edited=\u00a0\u00bbon|desktop\u00a0\u00bb header_5_font_size_tablet=\u00a0\u00bb18px\u00a0\u00bb header_5_font_size_phone=\u00a0\u00bb17px\u00a0\u00bb header_5_font_size_last_edited=\u00a0\u00bbon|phone\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb custom_padding__hover_enabled=\u00a0\u00bbon|desktop\u00a0\u00bb custom_padding__hover=\u00a0\u00bb0px||||false|false\u00a0\u00bb]<\/p>\n

Campagne publicitaire Alter Eco – Chocolat bio et \u00e9quitable – 2014<\/p>\n

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Enfin, il est important d\u2019inclure toutes les parties prenantes dans une d\u00e9marche de communication \u00e9thique<\/a><\/span> afin d\u2019encourager le dialogue et les \u00e9changes pour que chacun soit acteur d\u2019une communication plus vertueuse<\/strong> qui encourage une consommation responsable. Les fournisseurs, fabricants, transporteurs, cr\u00e9ateurs, concepteurs, vendeurs et clients doivent tous faire partie de cette d\u00e9marche \u00e9thique pour qu\u2019elle prenne tout son sens et un maximum d\u2019ampleur aupr\u00e8s des diff\u00e9rents publics vis\u00e9s.<\/span><\/p>\n


\nDe fa\u00e7on encore plus large, et nous d\u00e9passons ici le cadre de la communication responsable fix\u00e9 par l\u2019Ademe, la communication responsable englobe tout ce qui a trait \u00e0 une communication \u00e0 impact positif<\/strong> : marketing inclusif, communication non sexiste, mise en avant d\u2019acteurs engag\u00e9s\u2026 en bref, tout ce qui peut participer \u00e0 faire un monde meilleur peut entrer dans le champ de la communication \u00e9thique et responsable.
\nC\u2019est d\u2019ailleurs finalement sur ce dernier point qu\u2019est, en r\u00e9alit\u00e9, fond\u00e9 le principe de communication \u00e9thique et responsable. Il s\u2019agit de ne plus consid\u00e9rer la communication comme un simple moyen de vendre mais bel et bien comme l\u2019un des leviers pour faire \u00e9voluer les mentalit\u00e9s et, \u00e0 terme, les comportements, pour aller, ensemble, vers des modes de vie et surtout de consommation plus respectueux de l\u2019environnement, des animaux et des humains.
\n<\/span><\/p>\n

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Une agence de communication responsable : qu’est ce que \u00e7a change ?<\/span><\/h2>\n

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Si les principes de la communication responsable<\/a><\/span> sont plut\u00f4t simples \u00e0 appr\u00e9hender, leur mise en \u0153uvre est nettement plus d\u00e9licate, raison pour laquelle il est pr\u00e9f\u00e9rable de travailler avec des professionnels du secteur de la communication exp\u00e9riment\u00e9s et engag\u00e9s (responsable communication digitale, responsable marketing, graphiste, r\u00e9dacteur\u2026, en bref, les communicants d\u2019une agence de communication sp\u00e9cialis\u00e9e dans la communication responsable!).<\/p>\n

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Mettre en place une strat\u00e9gie de communication responsable n\u00e9cessite de prendre en compte tous ses aspects<\/strong> : \u00e9co-conception de vos supports de communication, production audiovisuelle \u00e9thique et responsable, publicit\u00e9 et marketing responsables, organisation d\u2019\u00e9v\u00e8nements responsables\u2026 Et m\u00eame l\u2019\u00e9co conception de vos supports digitaux !
\nVous l\u2019aurez compris, faire le choix d\u2019une communication \u00e9thique demande de l\u2019engagement, des connaissances, du temps et, pr\u00e9f\u00e9rentiellement, de l\u2019exp\u00e9rience et un bon r\u00e9seau. Dans ce cadre, faire appel aux services d\u2019une agence de communication responsable<\/a><\/span> vous permettra de d\u00e9l\u00e9guer cette charge de travail cons\u00e9quente<\/strong> \u00e0 une \u00e9quipe sensible aux enjeux du d\u00e9veloppement durable et \u00e0 la question soci\u00e9tale.<\/p>\n

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Quels int\u00e9r\u00eats pour une entreprise ?<\/span><\/h2>\n

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Si la communication responsable est une d\u00e9marche vertueuse en tant que telle, elle est aussi un outil majeur pour une organisation, qu\u2019elle soit commerciale ou non. Image positive, proximit\u00e9, rencontres, dynamique\u2026 Faire le choix de la communication \u00e9co-responsable apporte de nombreux avantages<\/strong>, en voici quelques-uns.<\/p>\n

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Adopter une communication en harmonie avec ses valeurs<\/h3>\n

La premi\u00e8re raison pour laquelle on fait le choix d\u2019une communication responsable est \u00e9videmment une affaire de convictions. Les entreprises, associations, collectivit\u00e9s et autres entit\u00e9s qui s\u2019orientent vers une strat\u00e9gie de communication \u00e9co-responsable le font le plus souvent car c\u2019est bien la seule fa\u00e7on de communiquer qui soit en harmonie avec les valeurs<\/strong> et engagements de l\u2019organisation en question.<\/p>\n

Am\u00e9liorer son image<\/h3>\n

Ce n\u2019est un secret pour personne, les Fran\u00e7ais sont de plus en plus nombreux \u00e0 faire des achats responsables et, cons\u00e9quemment, sont de plus en plus sensibles aux engagements sociaux et environnementaux d\u2019une entreprise. Une r\u00e9cente \u00e9tude de Denjean & Associ\u00e9s annonce un chiffre qui ne laisse aucune place au doute : 90 % des personnes interrog\u00e9es d\u00e9clarent qu\u2019un bon rapport RSE (politique de responsabilit\u00e9 sociale et environnementale) est un argument en faveur d\u2019une entreprise.<\/p>\n

Autre chiffre tout \u00e0 fait \u00e9vocateur, le pourcentage de Fran\u00e7ais pour qui une politique RSE consid\u00e9r\u00e9e comme mauvaise est suffisant \u00e0 ternir l\u2019image qu\u2019ils se faisaient d\u2019un groupe : 82 %.\u00a0 Enfin, pr\u00e8s de 70 % des Fran\u00e7ais se disent pr\u00eats \u00e0 reconsid\u00e9rer l\u2019opinion qu\u2019ils se faisaient d\u2019une entreprise si celle-ci fait preuve d\u2019une politique de RSE jug\u00e9e vertueuse.<\/p>\n

Vous l\u2019aurez compris, on ne peut plus, aujourd\u2019hui, se passer d\u2019engagements forts en faveur de l\u2019environnement et des probl\u00e9matiques de soci\u00e9t\u00e9, et cela passe in\u00e9vitablement par une communication adapt\u00e9e. Soulignons d\u2019ailleurs que ce constat s\u2019applique aussi bien aux jeunes structures qui d\u00e9butent et qui souhaitent bien faire d\u00e8s leurs premiers pas qu\u2019\u00e0 celles d\u00e9j\u00e0 install\u00e9es et qui veulent modifier leur politique de communication, valoriser leur RSE (responsabilit\u00e9 soci\u00e9tale des entreprises), leurs impacts sociaux et environnementaux.<\/p>\n

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Toucher de plus nombreux clients<\/h3>\n

Corollaire du point pr\u00e9c\u00e9dent, faire preuve d\u2019\u00e9thique et de responsabilit\u00e9 dans ses engagements RSE et dans sa communication interne et externe permettra de toucher une audience qui, sans \u00e7a, \u00e9chapperait \u00e0 la cible marketing. Or, de fa\u00e7on tout \u00e0 fait \u00e9vidente, un plus grand nombre de clients potentiels r\u00e9sulte en un nombre plus important de clients r\u00e9els (nous parlons de clients mais il peut s\u2019agir d\u2019usagers, d\u2019adh\u00e9rents\u2026 en fonction de la nature de la structure bien entendu).<\/p>\n

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Travailler avec des acteurs qui partagent les m\u00eames engagements<\/h3>\n

Dernier avantage de la communication responsable : elle vous permet de travailler avec des personnes qui partagent vos valeurs et engagements. F\u00e9d\u00e9r\u00e9s autour de valeurs coh\u00e9rentes, vos partenaires et collaborateurs deviendront source d\u2019innovation et d\u2019inspiration.<\/p>\n

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Nos articles sur la m\u00eame th\u00e9matique<\/h3>\n

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communication responsableQu’est ce que la communication responsable ?De plus en plus pr\u00e9sente et pl\u00e9biscit\u00e9e, la communication responsable, ou communication \u00e9co-responsable, tend \u00e0 faire de la communication un outil vertueux pour changer les m\u0153urs et aller vers un plus grand respect de l\u2019environnement. Mais que se cache-t-il exactement derri\u00e8re l\u2019expression \u00ab communication responsable \u00bb ? Pourquoi travailler avec une agence de communication responsable ? Quels avantages pour les structures ? SAMBA fait le point.De plus en plus pr\u00e9sente et pl\u00e9biscit\u00e9e, la communication responsable, ou communication \u00e9co-responsable, tend \u00e0 faire de la communication un outil vertueux pour changer les m\u0153urs et aller vers un plus grand respect de l\u2019environnement. Mais que se cache-t-il exactement derri\u00e8re l\u2019expression \u00ab communication responsable \u00bb ? Pourquoi travailler avec une agence de communication responsable ? Quels avantages pour les structures ? SAMBA fait le point.Communication responsable : d\u00e9finition et enjeuxSelon l\u2019ADEME, l\u2019agence de la transition \u00e9cologique du gouvernement, la communication responsable, ou communication \u00e9co-responsable, vise \u00e0 r\u00e9duire l\u2019impact environnemental des pratiques de communication habituelles, notamment en travaillant avec des supports de communication \u00e9co-produits et moins gourmands en \u00e9nergie, mais pas seulement. Les enjeux de la communication responsable ne s\u2019arr\u00eatent pas l\u00e0, ils englobent en r\u00e9alit\u00e9 une d\u00e9marche […]<\/p>\n","protected":false},"author":3,"featured_media":336354,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"1920","footnotes":""},"categories":[29],"tags":[],"class_list":["post-336292","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-communication-responsable"],"yoast_head":"\nD\u00e9finition et enjeux de la communication responsable - SAMBA<\/title>\n<meta name=\"description\" content=\"D\u00e9couvrez les tenants et aboutissants de la communication responsable aujourd\u2019hui : objectifs, m\u00e9thodes, avantages, opportunit\u00e9s\u2026\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/agence-samba.com\/en\/quest-ce-que-la-communication-responsable\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"D\u00e9finition et enjeux de la communication responsable - 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