{"id":336552,"date":"2021-11-08T11:15:51","date_gmt":"2021-11-08T10:15:51","guid":{"rendered":"https:\/\/agence-samba.com\/?p=336552"},"modified":"2023-01-04T17:38:02","modified_gmt":"2023-01-04T16:38:02","slug":"comment-faire-emerger-une-marque-sur-le-marche-de-less-sans-faire-de-greenwashing","status":"publish","type":"post","link":"https:\/\/agence-samba.com\/en\/comment-faire-emerger-une-marque-sur-le-marche-de-less-sans-faire-de-greenwashing\/","title":{"rendered":"Comment faire \u00e9merger une marque sur le march\u00e9 de l\u2019ESS sans faire de greenwashing ?"},"content":{"rendered":"

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communication responsable<\/h3>\n

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Comment faire \u00e9merger une marque sur le march\u00e9 de l\u2019ESS sans que ce soit assimil\u00e9 \u00e0 du greenwashing ?<\/h1>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row use_custom_gutter=\u00a0\u00bbon\u00a0\u00bb gutter_width=\u00a0\u00bb4″ custom_padding_last_edited=\u00a0\u00bbon|phone\u00a0\u00bb _builder_version=\u00a0\u00bb4.16″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb width=\u00a0\u00bb85%\u00a0\u00bb width_tablet=\u00a0\u00bb100%\u00a0\u00bb width_phone=\u00a0\u00bb100%\u00a0\u00bb width_last_edited=\u00a0\u00bbon|tablet\u00a0\u00bb custom_margin=\u00a0\u00bb0px|auto|50px|auto|false|false\u00a0\u00bb custom_margin_tablet=\u00a0\u00bb||30px||false|false\u00a0\u00bb custom_margin_phone=\u00a0\u00bb||25px||false|false\u00a0\u00bb custom_margin_last_edited=\u00a0\u00bbon|phone\u00a0\u00bb custom_padding=\u00a0\u00bb0px||0px||false|false\u00a0\u00bb custom_padding_tablet=\u00a0\u00bb\u00a0\u00bb custom_padding_phone=\u00a0\u00bb0px||||false|false\u00a0\u00bb locked=\u00a0\u00bboff\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_column type=\u00a0\u00bb4_4″ _builder_version=\u00a0\u00bb4.16″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_text _builder_version=\u00a0\u00bb4.16″ text_text_color=\u00a0\u00bb#02105b\u00a0\u00bb ol_font_size=\u00a0\u00bb3px\u00a0\u00bb header_font=\u00a0\u00bbMuli|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 animation_style=\u00a0\u00bbfade\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]En tr\u00e8s bonne place au panth\u00e9on des pi\u00e8ges qui attendent les jeunes marques qui axent leur communication sur leurs engagements sans quelques pr\u00e9cautions de base : donner l’impression de faire du greenwashing, ou son petit fr\u00e8re le social washing.<\/strong><\/p>\n

En effet, savoir communiquer sur ses engagements \u00e9thiques n\u2019est pas chose simple \u00e0 l\u2019heure o\u00f9 l\u2019argument \u00e9cologique est souvent utilis\u00e9 comme mati\u00e8re \u00e0 publicit\u00e9 mensong\u00e8re et o\u00f9 les consommateurs se m\u00e9fient de telles pratiques.<\/p>\n

Pour autant, il est possible de faire \u00e9merger une marque sur le march\u00e9 bio, environnemental, ESS… sans faire de greenwashing !<\/strong> SAMBA vous propose de d\u00e9couvrir quelques pistes \u00e0 ce sujet.[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row use_custom_gutter=\u00a0\u00bbon\u00a0\u00bb gutter_width=\u00a0\u00bb4″ custom_padding_last_edited=\u00a0\u00bbon|phone\u00a0\u00bb _builder_version=\u00a0\u00bb4.16″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb width=\u00a0\u00bb85%\u00a0\u00bb width_tablet=\u00a0\u00bb100%\u00a0\u00bb width_phone=\u00a0\u00bb100%\u00a0\u00bb width_last_edited=\u00a0\u00bbon|tablet\u00a0\u00bb custom_margin=\u00a0\u00bb0px|auto|50px|auto|false|false\u00a0\u00bb custom_margin_tablet=\u00a0\u00bb||30px||false|false\u00a0\u00bb custom_margin_phone=\u00a0\u00bb||25px||false|false\u00a0\u00bb custom_margin_last_edited=\u00a0\u00bbon|phone\u00a0\u00bb custom_padding=\u00a0\u00bb0px||0px||false|false\u00a0\u00bb custom_padding_tablet=\u00a0\u00bb\u00a0\u00bb custom_padding_phone=\u00a0\u00bb0px||||false|false\u00a0\u00bb locked=\u00a0\u00bboff\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_column type=\u00a0\u00bb4_4″ _builder_version=\u00a0\u00bb4.16″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_text _builder_version=\u00a0\u00bb4.16″ text_text_color=\u00a0\u00bb#02105b\u00a0\u00bb text_line_height=\u00a0\u00bb1.4em\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\u00bb|600|||||||\u00a0\u00bb header_2_text_color=\u00a0\u00bb#ffa33e\u00a0\u00bb header_2_font_size=\u00a0\u00bb28px\u00a0\u00bb header_2_line_height=\u00a0\u00bb1.3em\u00a0\u00bb header_3_font=\u00a0\u00bb|800|||||||\u00a0\u00bb header_3_text_color=\u00a0\u00bb#eb5a3b\u00a0\u00bb header_4_font=\u00a0\u00bb|700|||||||\u00a0\u00bb header_4_text_color=\u00a0\u00bb#ffa33e\u00a0\u00bb header_5_font=\u00a0\u00bb|600|||||||\u00a0\u00bb header_5_text_color=\u00a0\u00bb#ffa33e\u00a0\u00bb header_5_font_size=\u00a0\u00bb22px\u00a0\u00bb header_5_line_height=\u00a0\u00bb1.3em\u00a0\u00bb header_6_font=\u00a0\u00bbMuli|600|||||||\u00a0\u00bb header_6_text_color=\u00a0\u00bb#eb5a3b\u00a0\u00bb custom_margin=\u00a0\u00bb0px||10px||false|false\u00a0\u00bb animation_style=\u00a0\u00bbfade\u00a0\u00bb animation_direction=\u00a0\u00bbbottom\u00a0\u00bb header_2_font_size_tablet=\u00a0\u00bb24px\u00a0\u00bb header_2_font_size_phone=\u00a0\u00bb18px\u00a0\u00bb header_2_font_size_last_edited=\u00a0\u00bbon|desktop\u00a0\u00bb header_5_font_size_tablet=\u00a0\u00bb20px\u00a0\u00bb header_5_font_size_phone=\u00a0\u00bb17px\u00a0\u00bb header_5_font_size_last_edited=\u00a0\u00bbon|desktop\u00a0\u00bb locked=\u00a0\u00bboff\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n

Greenwashing et social washing : qu’est ce que c’est ?<\/span><\/h2>\n

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Malheureusement, il ne suffit pas de bonne volont\u00e9 et d\u2019engagements sinc\u00e8res en faveur d\u2019une \u00e9conomie vertueuse, du d\u00e9veloppement durable et des enjeux environnementaux pour se diff\u00e9rencier durablement du greenwashing et le social washing. V\u00e9ritable ennemi d\u2019une communication responsable et align\u00e9e avec les valeurs que d\u00e9fend l\u2019ESS, le greenwashing est plus facile \u00e0 \u00e9viter quand on sait exactement de quoi il est question.<\/strong> Commen\u00e7ons donc par un rapide point lexique.<\/p>\n

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Le greenwashing<\/span><\/h4>\n

Le greenwashing, que l\u2019on pourrait traduire en fran\u00e7ais par \u00ab \u00e9co-blanchiment \u00bb ou encore \u00ab verdissage \u00bb, est une pratique commerciale trompeuse, assimil\u00e9e \u00e0 de la publicit\u00e9 mensong\u00e8re<\/strong>, qui place l\u2019argument \u00e9cologique au c\u0153ur de la strat\u00e9gie publicitaire et de communication d\u2019une marque.<\/p>\n

Pour qu\u2019il y ait greenwashing, il faut qu\u2019il y ait mensonges ou dissimulation de la v\u00e9rit\u00e9 en vue d\u2019induire en erreur le consommateur. On parle \u00e9galement plus volontiers de greenwashing lorsque les messages qui mettent l\u2019aspect \u00e9cologique d\u2019une marque en avant deviennent extr\u00eamement pr\u00e9sents, voire dominent compl\u00e8tement le plan de communication.<\/p>\n

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Cette pratique commerciale d\u00e9loyale peut prendre diff\u00e9rentes formes<\/strong>, plus ou moins agressives : appellation trompeuse, informations fausses ou trompeuses quant aux pr\u00e9tendues bonnes pratiques environnementales mises en place, emballages au design trompeur, etc. Si le contr\u00f4le des pratiques commerciales n\u2019est pas chose ais\u00e9e, la loi Climat et R\u00e9silience, adopt\u00e9e en 2021, pr\u00e9voit d\u00e9sormais des sanctions en cas de tromperie av\u00e9r\u00e9e concernant la d\u00e9marche environnementale d\u2019une entreprise<\/strong>. En plus d\u2019\u00eatre dans l\u2019obligation d\u2019afficher publiquement le jugement mentionnant que l\u2019entreprise a \u00e9t\u00e9 reconnue coupable de greenwashing apr\u00e8s examen des pratiques commerciales, l\u2019entreprise en question s\u2019expose \u00e0 une amende.<\/p>\n

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Le social washing<\/h4>\n

La notion de social washing, bien que moins r\u00e9pandue, n\u2019est pas moins dangereuse pour autant. Cette pratique consiste, pour une entreprise, \u00e0 communiquer \u00e0 outrance sur les pr\u00e9tendues bonnes conditions de travail de ses salari\u00e9s et tous les avantages qui leur sont propos\u00e9s. Comme pour le greenwashing n\u00e9anmoins, la notion de social washing implique que les dirigeants ne sont pas tout \u00e0 fait sinc\u00e8res quant aux actions r\u00e9ellement mises en place au sein de leur entreprise.<\/strong><\/p>\n

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R\u00e9concilier ESS et communication : le secret pour \u00e9viter le greenwashing<\/span><\/h2>\n

[\/et_pb_text][et_pb_divider color=\u00a0\u00bb#ffa33e\u00a0\u00bb divider_weight=\u00a0\u00bb2px\u00a0\u00bb _builder_version=\u00a0\u00bb4.16″ width=\u00a0\u00bb25%\u00a0\u00bb custom_margin=\u00a0\u00bb0px||0px||false|false\u00a0\u00bb custom_padding=\u00a0\u00bb0px||0px||false|false\u00a0\u00bb animation_style=\u00a0\u00bbfade\u00a0\u00bb locked=\u00a0\u00bboff\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_divider][et_pb_text _builder_version=\u00a0\u00bb4.16″ text_text_color=\u00a0\u00bb#02105b\u00a0\u00bb ol_font_size=\u00a0\u00bb3px\u00a0\u00bb header_font=\u00a0\u00bbMuli|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 animation_style=\u00a0\u00bbfade\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]En tant qu\u2019agence de communication sp\u00e9cialis\u00e9e dans les structures de l\u2019ESS, nous voyons tr\u00e8s r\u00e9guli\u00e8rement de jeunes marques s\u2019arracher les cheveux sur la question d\u2019une communication \u00e0 la fois efficace et align\u00e9e avec leurs engagements \u00e9thiques sans passer pour des greenwashers\u2026<\/strong><\/p>\n

Heureusement, si le greenwashing et le social washing sont les Charybde et Scylla de la communication ESS, il est tout \u00e0 fait possible d\u2019\u00e9viter les \u00e9cueils : pour cela l’essentiel est d\u2019\u00eatre honn\u00eate sur ses engagements environnementaux et sociaux et de savoir r\u00e9concilier communication et ESS.
\nPour cela, le mieux est de travailler avec une agence de communication responsable globale, qui sera en mesure de vous accompagner sur tous les aspects de votre communication, sans jamais aller \u00e0 l\u2019encontre des valeurs propres \u00e0 une entreprise de l\u2019\u00e9conomie sociale et solidaire.<\/p>\n

L\u2019important, pour ne pas risquer l\u2019\u00e9cueil du verdissage, est d\u2019utiliser la communication \u00e0 bon escient et de mani\u00e8re raisonn\u00e9e<\/strong> : le parler vrai, les actions concr\u00e8tes et les messages sinc\u00e8res sont au c\u0153ur d\u2019une strat\u00e9gie de communication ESS efficace et responsable. Plusieurs aspects et outils de la communication traditionnelle peuvent \u00eatre utilis\u00e9s pour faire conna\u00eetre une marque sur le march\u00e9 de l\u2019ESS sans \u00eatre assimil\u00e9 \u00e0 du greenwashing ou les pratiques douteuses envers le consommateur, il suffit de les manier avec pr\u00e9caution et d’\u00eatre authentique ![\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=\u00a0\u00bb4.16″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb background_image=\u00a0\u00bbhttps:\/\/agence-samba.com\/wp-content\/uploads\/2021\/08\/SHARE.jpg\u00a0\u00bb width=\u00a0\u00bb85%\u00a0\u00bb width_tablet=\u00a0\u00bb100%\u00a0\u00bb width_phone=\u00a0\u00bb100%\u00a0\u00bb width_last_edited=\u00a0\u00bbon|tablet\u00a0\u00bb height=\u00a0\u00bb350px\u00a0\u00bb custom_margin=\u00a0\u00bb50px||50px||true|false\u00a0\u00bb animation_style=\u00a0\u00bbslide\u00a0\u00bb animation_direction=\u00a0\u00bbbottom\u00a0\u00bb animation_delay=\u00a0\u00bb500ms\u00a0\u00bb animation_intensity_slide=\u00a0\u00bb5%\u00a0\u00bb locked=\u00a0\u00bboff\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_column type=\u00a0\u00bb4_4″ _builder_version=\u00a0\u00bb4.16″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_column][\/et_pb_row][et_pb_row use_custom_gutter=\u00a0\u00bbon\u00a0\u00bb gutter_width=\u00a0\u00bb4″ custom_padding_last_edited=\u00a0\u00bbon|phone\u00a0\u00bb _builder_version=\u00a0\u00bb4.16″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb width=\u00a0\u00bb85%\u00a0\u00bb width_tablet=\u00a0\u00bb100%\u00a0\u00bb width_phone=\u00a0\u00bb100%\u00a0\u00bb width_last_edited=\u00a0\u00bbon|tablet\u00a0\u00bb custom_margin=\u00a0\u00bb0px|auto|50px|auto|false|false\u00a0\u00bb custom_margin_tablet=\u00a0\u00bb||30px||false|false\u00a0\u00bb custom_margin_phone=\u00a0\u00bb||25px||false|false\u00a0\u00bb custom_margin_last_edited=\u00a0\u00bbon|phone\u00a0\u00bb custom_padding=\u00a0\u00bb0px||0px||false|false\u00a0\u00bb custom_padding_tablet=\u00a0\u00bb\u00a0\u00bb custom_padding_phone=\u00a0\u00bb0px||||false|false\u00a0\u00bb locked=\u00a0\u00bboff\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_column type=\u00a0\u00bb4_4″ _builder_version=\u00a0\u00bb4.16″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_text _builder_version=\u00a0\u00bb4.16″ text_text_color=\u00a0\u00bb#02105b\u00a0\u00bb text_line_height=\u00a0\u00bb1.4em\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\u00bb|600|||||||\u00a0\u00bb header_2_text_color=\u00a0\u00bb#ffa33e\u00a0\u00bb header_2_font_size=\u00a0\u00bb28px\u00a0\u00bb header_2_line_height=\u00a0\u00bb1.3em\u00a0\u00bb header_3_font=\u00a0\u00bb|800|||||||\u00a0\u00bb header_3_text_color=\u00a0\u00bb#eb5a3b\u00a0\u00bb header_4_font=\u00a0\u00bb|700|||||||\u00a0\u00bb header_4_text_color=\u00a0\u00bb#ffa33e\u00a0\u00bb header_5_font=\u00a0\u00bb|600|||||||\u00a0\u00bb header_5_text_color=\u00a0\u00bb#ffa33e\u00a0\u00bb header_5_font_size=\u00a0\u00bb22px\u00a0\u00bb header_5_line_height=\u00a0\u00bb1.3em\u00a0\u00bb header_6_font=\u00a0\u00bbMuli|600|||||||\u00a0\u00bb header_6_text_color=\u00a0\u00bb#eb5a3b\u00a0\u00bb custom_margin=\u00a0\u00bb0px||10px||false|false\u00a0\u00bb animation_style=\u00a0\u00bbfade\u00a0\u00bb animation_direction=\u00a0\u00bbbottom\u00a0\u00bb header_2_font_size_tablet=\u00a0\u00bb24px\u00a0\u00bb header_2_font_size_phone=\u00a0\u00bb18px\u00a0\u00bb header_2_font_size_last_edited=\u00a0\u00bbon|desktop\u00a0\u00bb header_5_font_size_tablet=\u00a0\u00bb20px\u00a0\u00bb header_5_font_size_phone=\u00a0\u00bb17px\u00a0\u00bb header_5_font_size_last_edited=\u00a0\u00bbon|desktop\u00a0\u00bb locked=\u00a0\u00bboff\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n

Les bonnes pratiques \u00e0 mettre en place pour faire \u00e9merger une marque ESS sans risquer d’\u00eatre assimil\u00e9 \u00e0 du greenwashing<\/span><\/h2>\n

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Avoir une image de marque unique qui vous rend remarquable<\/em><\/span><\/h4>\n

L\u2019image de marque est un \u00e9l\u00e9ment essentiel de la communication d\u2019une entreprise, qu\u2019elle appartienne au march\u00e9 de l\u2019ess ou non.
Votre image de marque doit, en un clin d\u2019\u0153il, traduire les valeurs, la promesse et la voix de votre marque. Votre engagement pour diminuer votre empreinte \u00e9cologique et lutter contre le r\u00e9chauffement climatique, pour favoriser le d\u00e9veloppement durable… et toutes les actions que vous mettez en place pour correspondre aux exigences de l\u2019ESS font partie de la valeur de vos produits, un argument qui doit se retrouver dans votre image de marque.<\/p>\n

La cr\u00e9ation d\u2019une image de marque et de tout ce qui va avec (identit\u00e9 visuelle, charte graphique, ligne \u00e9ditoriale, logo\u2026) demande des comp\u00e9tences nombreuses et vari\u00e9es, que l\u2019on trouve g\u00e9n\u00e9ralement r\u00e9unies dans une agence de communication globale, ou agence de communication 360.<\/p>\n

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Organiser des \u00e9v\u00e8nements \u00e9co-responsables<\/span><\/h4>\n

Une bonne fa\u00e7on de communiquer \u00e0 propos de sa marque qui ne sera pas assimil\u00e9 \u00e0 du greenwashing est d\u2019organiser des \u00e9v\u00e8nements \u00e9co-responsables : magasin \u00e9ph\u00e9m\u00e8re, stand de pr\u00e9sentation de vos produits, caf\u00e9-rencontre, etc. L\u2019id\u00e9e est d\u2019amener vos futurs clients \u00e0 votre rencontre et de rencontrer d\u2019autres acteurs du secteur de l\u2019ESS. Ces rencontres permettent d\u2019\u00e9changer avec des personnes qui partagent vos valeurs et d\u2019enclencher le bouche-\u00e0-oreille : l’humain<\/em> est une arme redoutable \ud83d\ude42<\/p>\n

Que vous lanciez une \u00e9picerie, une marque de mode \u00e9thique, de cosm\u00e9tiques ou quoi que ce soit d\u2019autre, les \u00e9v\u00e8nements qui r\u00e9unissent du public ont toujours des retomb\u00e9es int\u00e9ressantes.<\/p>\n

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Miser sur le r\u00e9seau et le bouche-\u00e0-oreille<\/span><\/h4>\n

Dans le secteur de l\u2019ESS en effet, le r\u00e9seau et le bouche-\u00e0-oreille sont absolument essentiels pour se b\u00e2tir une r\u00e9putation en peu de temps et, surtout, en se pr\u00e9munissant de verser dans le greenwashing <\/strong>ni le social washing.<\/p>\n

Comme tout un chacun, les clients d\u2019une marque de l\u2019ESS auront naturellement tendance \u00e0 accorder plus facilement leur confiance \u00e0 une entreprise qui leur aura \u00e9t\u00e9 recommand\u00e9e par un proche, ne n\u00e9gligez donc pas le pouvoir d\u2019un bon r\u00e9seau dans ce cadre !<\/p>\n

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Adopter une communication \u00e9co-responsable pour plus de coh\u00e9rence<\/span><\/h4>\n

Partager des engagements \u00e9thiques c\u2019est bien, mais le faire de fa\u00e7on \u00e9co-responsable c\u2019est encore mieux ! Pour tous les aspects de votre communication (print, web, r\u00e9seaux sociaux, packaging\u2026), privil\u00e9giez des supports et des pratiques eco-friendly. bon r\u00e9seau dans ce cadre !<\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=\u00a0\u00bb1_2,1_2″ use_custom_gutter=\u00a0\u00bbon\u00a0\u00bb gutter_width=\u00a0\u00bb4″ custom_padding_last_edited=\u00a0\u00bbon|phone\u00a0\u00bb _builder_version=\u00a0\u00bb4.16″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb width=\u00a0\u00bb85%\u00a0\u00bb width_tablet=\u00a0\u00bb100%\u00a0\u00bb width_phone=\u00a0\u00bb100%\u00a0\u00bb width_last_edited=\u00a0\u00bbon|tablet\u00a0\u00bb custom_margin=\u00a0\u00bb0px|auto|0px|auto|false|false\u00a0\u00bb custom_margin_tablet=\u00a0\u00bb||30px||false|false\u00a0\u00bb custom_margin_phone=\u00a0\u00bb||25px||false|false\u00a0\u00bb custom_margin_last_edited=\u00a0\u00bbon|phone\u00a0\u00bb custom_padding=\u00a0\u00bb0px||0px||false|false\u00a0\u00bb custom_padding_tablet=\u00a0\u00bb\u00a0\u00bb custom_padding_phone=\u00a0\u00bb0px||||false|false\u00a0\u00bb locked=\u00a0\u00bboff\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_column type=\u00a0\u00bb1_2″ _builder_version=\u00a0\u00bb4.16″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_image src=\u00a0\u00bbhttps:\/\/agence-samba.com\/wp-content\/uploads\/2021\/08\/Plan-long-terme.jpg\u00a0\u00bb alt=\u00a0\u00bbplan de communication long-terme\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_column][et_pb_column type=\u00a0\u00bb1_2″ _builder_version=\u00a0\u00bb4.16″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_text _builder_version=\u00a0\u00bb4.16″ text_text_color=\u00a0\u00bb#02105b\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\u00bb|800|||||||\u00a0\u00bb header_3_text_color=\u00a0\u00bb#eb5a3b\u00a0\u00bb header_4_font=\u00a0\u00bbMulish|800|||||||\u00a0\u00bb header_4_text_color=\u00a0\u00bb#eb5a3b\u00a0\u00bb header_4_font_size=\u00a0\u00bb19px\u00a0\u00bb header_4_line_height=\u00a0\u00bb1.3em\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 animation_style=\u00a0\u00bbfade\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_4_font_size_tablet=\u00a0\u00bb17px\u00a0\u00bb header_4_font_size_phone=\u00a0\u00bb15px\u00a0\u00bb header_4_font_size_last_edited=\u00a0\u00bbon|tablet\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]<\/p>\n

Avoir un plan de communication long-terme<\/span><\/h4>\n

Si un bon plan de communication est n\u00e9cessaire pour faire \u00e9merger une marque sur le march\u00e9 de l\u2019ESS, il l\u2019est tout autant sur le long terme.
Veillez \u00e0 poursuivre les actions de communication r\u00e9guli\u00e8rement afin de fid\u00e9liser et agrandir votre audience.<\/p>\n

En conclusion, faire \u00e9merger une marque sur le march\u00e9 de l\u2019ESS sans \u00eatre assimil\u00e9 \u00e0 du greenwashing est certes un d\u00e9fi, mais loin d\u2019\u00eatre insurmontable !
\u00catre accompagn\u00e9 par une agence de communication sp\u00e9cialis\u00e9e ess est la meilleure fa\u00e7on de mettre en place des actions \u00e0 la fois efficaces et respectueuses des valeurs de l\u2019\u00e9conomie sociale et solidaire.<\/p>\n

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

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communication responsableComment faire \u00e9merger une marque sur le march\u00e9 de l\u2019ESS sans que ce soit assimil\u00e9 \u00e0 du greenwashing ?En tr\u00e8s bonne place au panth\u00e9on des pi\u00e8ges qui attendent les jeunes marques qui axent leur communication sur leurs engagements sans quelques pr\u00e9cautions de base : donner l’impression de faire du greenwashing, ou son petit fr\u00e8re le social washing. En effet, savoir communiquer sur ses engagements \u00e9thiques n\u2019est pas chose simple \u00e0 l\u2019heure o\u00f9 l\u2019argument \u00e9cologique est souvent utilis\u00e9 comme mati\u00e8re \u00e0 publicit\u00e9 mensong\u00e8re et o\u00f9 les consommateurs se m\u00e9fient de telles pratiques. Pour autant, il est possible de faire \u00e9merger une marque sur le march\u00e9 bio, environnemental, ESS… sans faire de greenwashing ! SAMBA vous propose de d\u00e9couvrir quelques pistes \u00e0 ce sujet.Greenwashing et social washing : qu’est ce que c’est ?Malheureusement, il ne suffit pas de bonne volont\u00e9 et d\u2019engagements sinc\u00e8res en faveur d\u2019une \u00e9conomie vertueuse, du d\u00e9veloppement durable et des enjeux environnementaux pour se diff\u00e9rencier durablement du greenwashing et le social washing. V\u00e9ritable ennemi d\u2019une communication responsable et align\u00e9e avec les valeurs que d\u00e9fend l\u2019ESS, le greenwashing est plus facile \u00e0 \u00e9viter quand on sait exactement de quoi il est question. Commen\u00e7ons donc par un rapide point lexique.Le […]<\/p>\n","protected":false},"author":3,"featured_media":336630,"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-336552","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-communication-responsable"],"yoast_head":"\nGreenwashing : comment l\u2019\u00e9viter en tant que marque de l\u2019ESS ?<\/title>\n<meta name=\"description\" content=\"\u00c9viter le greenwashing en tant que marque ESS semble parfois d\u00e9licat, mais ce n\u2019est pas impossible. D\u00e9couvrez quelques pistes avec SAMBA, agence de com ess.\" \/>\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\/comment-faire-emerger-une-marque-sur-le-marche-de-less-sans-faire-de-greenwashing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Greenwashing : comment l\u2019\u00e9viter en tant que marque de l\u2019ESS ?\" \/>\n<meta property=\"og:description\" content=\"\u00c9viter le greenwashing en tant que marque ESS semble parfois d\u00e9licat, mais ce n\u2019est pas impossible. 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