{"id":339837,"date":"2022-09-06T17:34:01","date_gmt":"2022-09-06T15:34:01","guid":{"rendered":"https:\/\/agence-samba.com\/?p=339837"},"modified":"2023-01-03T18:05:56","modified_gmt":"2023-01-03T17:05:56","slug":"la-communication-levier-d-un-futur-souhaitable","status":"publish","type":"post","link":"https:\/\/agence-samba.com\/en\/la-communication-levier-d-un-futur-souhaitable\/","title":{"rendered":"La communication, levier d\u2019un futur souhaitable"},"content":{"rendered":"

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communication responsable<\/h3>\n

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La communication, levier d’un futur souhaitable<\/h1>\n

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La communication est associ\u00e9e dans l\u2019imaginaire collectif \u00e0 la notion de persuasion. Si l\u2019histoire a montr\u00e9 qu\u2019elle \u00e9tait capable d\u2019influencer les comportements, pourquoi ne pas utiliser cette force de frappe pour tendre vers un avenir plus radieux<\/strong> ? <\/span><\/p>\n

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La communication de masse, une histoire ancienne ?<\/span><\/h2>\n

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Communication et surconsommation<\/span><\/h4>\n

C\u2019est dans les ann\u00e9es 50, aux \u00c9tats-Unis, qu\u2019est n\u00e9e la communication persuasive<\/strong>. \u00c0 l\u2019\u00e9poque, l\u2019industrie est en pleine croissance, avec une offre sup\u00e9rieure \u00e0 la demande. La communication entre dans les rouages des entreprises pour appuyer la force de vente et d\u00e9velopper de nouveaux march\u00e9s. L\u2019id\u00e9e, en creux, est bien de soutenir la croissance \u00e9conomique durant la p\u00e9riode faste des Trente Glorieuses.\u00a0<\/span><\/p>\n

Au fil du temps, la propagande a laiss\u00e9 place \u00e0 une communication plus personnalis\u00e9e. \u00c0 l\u2019heure d\u2019Internet, on assiste \u00e0 l\u2019av\u00e8nement de l\u2019imm\u00e9diatet\u00e9. Pour autant, la logique persuasive reste la m\u00eame. Elle s\u2019appuie toujours sur une approche scientifique, fond\u00e9e sur les indicateurs et les \u00e9tudes de march\u00e9, et sur une approche psychologique, qui joue avec les biais cognitifs des consommateurs.<\/span><\/p>\n

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La communication, un levier d’acc\u00e9l\u00e9ration du changement<\/span><\/h4>\n

Ne pourrions-nous pas utiliser ce pouvoir de persuasion \u00e0 bon escient ? La communication, en tant que levier p\u00e9dagogique, porte la responsabilit\u00e9 d\u2019\u00e9lever les consciences face aux probl\u00e9matiques soci\u00e9tales. Son aspect incitatif peut encourager un futur vertueux. Et c\u2019est une demande de plus en plus forte des consommateurs : selon une \u00e9tude de <\/span>l\u2019Union des Marques<\/span><\/a>, 71% des Fran\u00e7ais attendent des marques qu\u2019elles communiquent et agissent en toute transparence.\u00a0<\/span><\/p>\n

De m\u00eame, une<\/span> \u00e9tude<\/a><\/strong> datant de 2019 co-port\u00e9e par l\u2019INC (Institut National de la Consommation) et Z\u00e9ro Waste France indique que 95 % des Fran\u00e7ais se sentent impliqu\u00e9s dans des d\u00e9marches responsables. La convention citoyenne de 2020 a d\u2019ailleurs questionn\u00e9 la responsabilit\u00e9 des communicants dans le cadre du projet de loi Climat et R\u00e9silience. Les citoyens r\u00e9clament notamment que la publicit\u00e9 devienne un outil qui, au contraire de son objectif originel, limite les incitations \u00e0 la consommation.<\/span><\/p>\n

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Une communication au service du monde de demain<\/span><\/h2>\n

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Les vertus de la communication responsable<\/h4>\n

Les communicants ont les moyens de se mettre au service de futurs souhaitables, au travers une pratique de la communication responsable. S\u2019appuyant sur l\u2019humain par d\u00e9finition, cette nouvelle fa\u00e7on de penser la com\u2019 est construite collectivement et dans le respect des individus. Elle doit se remettre r\u00e9guli\u00e8rement en question pour cr\u00e9er un lien de confiance avec son auditoire. Elle est la cl\u00e9 pour cr\u00e9er de nouveaux r\u00e9cits, engendrer de l\u2019\u00e9motion, surprendre, inspirer et lib\u00e9rer l\u2019action.<\/span><\/p>\n

Certaines organisations l\u2019ont compris et savent d\u00e9sormais valoriser leurs engagements dans leur prise de parole de mani\u00e8re transparente. Et si nos entreprises apprenaient \u00e0 assumer et \u00e0 revendiquer les actions men\u00e9es en faveur d\u2019un monde plus juste<\/strong> ? \u00c0 pr\u00f4ner un mode de vie plus sobre et plus respectueux de l\u2019environnement ? Car c\u2019est cela qui suscitera l\u2019envie d’essaimer, qui donnera aux consommateurs l’envie d’agir !<\/span><\/p>\n

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Se projeter vers des lendemains sobres et heureux<\/h4>\n

C\u2019est un fait, les communicants, tels des conteurs, ont bel et bien la capacit\u00e9 de faire r\u00eaver le grand public. Si nous parvenons \u00e0 le faire se projeter dans un lendemain sobre et heureux, il aura l’envie, la motivation, et le souhait de se mobiliser.<\/p>\n

Il semblerait qu\u2019aujourd\u2019hui la culpabilisation soit de mise pour essayer de faire bouger les choses. Et si nous mettions plut\u00f4t l\u2019accent sur la pertinence, avec une communication qui porte le transfert de savoir ? Et si nous repensions la cr\u00e9ativit\u00e9 comme un levier puissant de l\u2019acc\u00e9l\u00e9ration du changement ?<\/strong> Nous avons en main les armes pour donner \u00e0 comprendre et \u00e0 agir. Pour conclure, citons Jean-Marc Jancovici, activiste et sp\u00e9cialiste du climat : \u201cL\u2019action a une grande vertu, elle rend optimiste.\u201d<\/p>\n

Nous le clamons haut et fort, les acteurs de la communication ont eux aussi leur r\u00f4le \u00e0 jouer dans la transition vers un monde plus vertueux !<\/strong><\/p>\n

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

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communication responsableLa communication, levier d’un futur souhaitableLa communication est associ\u00e9e dans l\u2019imaginaire collectif \u00e0 la notion de persuasion. Si l\u2019histoire a montr\u00e9 qu\u2019elle \u00e9tait capable d\u2019influencer les comportements, pourquoi ne pas utiliser cette force de frappe pour tendre vers un avenir plus radieux ? La communication de masse, une histoire ancienne ?Communication et surconsommation C\u2019est dans les ann\u00e9es 50, aux \u00c9tats-Unis, qu\u2019est n\u00e9e la communication persuasive. \u00c0 l\u2019\u00e9poque, l\u2019industrie est en pleine croissance, avec une offre sup\u00e9rieure \u00e0 la demande. La communication entre dans les rouages des entreprises pour appuyer la force de vente et d\u00e9velopper de nouveaux march\u00e9s. L\u2019id\u00e9e, en creux, est bien de soutenir la croissance \u00e9conomique durant la p\u00e9riode faste des Trente Glorieuses.\u00a0 Au fil du temps, la propagande a laiss\u00e9 place \u00e0 une communication plus personnalis\u00e9e. \u00c0 l\u2019heure d\u2019Internet, on assiste \u00e0 l\u2019av\u00e8nement de l\u2019imm\u00e9diatet\u00e9. Pour autant, la logique persuasive reste la m\u00eame. Elle s\u2019appuie toujours sur une approche scientifique, fond\u00e9e sur les indicateurs et les \u00e9tudes de march\u00e9, et sur une approche psychologique, qui joue avec les biais cognitifs des consommateurs.La communication, un levier d’acc\u00e9l\u00e9ration du changement Ne pourrions-nous pas utiliser ce pouvoir de persuasion \u00e0 bon escient ? La communication, en tant que levier […]<\/p>\n","protected":false},"author":3,"featured_media":339842,"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-339837","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-communication-responsable"],"yoast_head":"\nLa communication, levier d\u2019un futur souhaitable – SAMBA<\/title>\n<meta name=\"description\" content=\"L\u2019histoire a montr\u00e9 que la communication pouvait modifier les comportements. Si on utilisait cette force de frappe pour tendre vers un avenir plus radieux ?\" \/>\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\/la-communication-levier-d-un-futur-souhaitable\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"La communication, levier d\u2019un futur souhaitable – SAMBA\" \/>\n<meta property=\"og:description\" content=\"L\u2019histoire a montr\u00e9 que la communication pouvait modifier les comportements. 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