{"id":342876,"date":"2023-12-12T10:37:29","date_gmt":"2023-12-12T09:37:29","guid":{"rendered":"https:\/\/agence-samba.com\/?p=342876"},"modified":"2024-09-06T11:38:12","modified_gmt":"2024-09-06T09:38:12","slug":"professionnels-du-secteur-les-5-defis-de-la-communication-responsable-qui-nous-attendent","status":"publish","type":"post","link":"https:\/\/agence-samba.com\/en\/professionnels-du-secteur-les-5-defis-de-la-communication-responsable-qui-nous-attendent\/","title":{"rendered":"Professionnels du secteur : les 5 d\u00e9fis de la communication responsable qui nous attendent"},"content":{"rendered":"

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communication responsable, strat\u00e9gie de communication<\/h3>\n

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Professionnels du secteur : les 5 d\u00e9fis de la communication responsable qui nous attendent<\/h1>\n

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Alors que le mod\u00e8le de la<\/span> communication responsable<\/span><\/a><\/span> <\/span>se diffuse tr\u00e8s largement, <\/span>SAMBA s\u2019est questionn\u00e9e sur les d\u00e9fis qui nous attendent collectivement, nous, professionnels de la communication responsable<\/a><\/span><\/b>.\u00a0<\/span><\/a><\/span><\/p>\n

Sans pr\u00e9tendre pr\u00e9dire l\u2019avenir ni avoir toutes les r\u00e9ponses, nous avons eu envie de nous interroger sur le futur de nos m\u00e9tiers et sur nos responsabilit\u00e9s, individuelles et collectives, pour que la communication responsable puisse continuer \u00e0 gagner du terrain tout en restant fid\u00e8le \u00e0 ses valeurs fondamentales.\u00a0<\/span><\/p>\n

Un essai de prospective que nous vous pr\u00e9sentons dans cet article.<\/span><\/p>\n

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Participer \u00e0 transformer la soci\u00e9t\u00e9 sans perdre de vue nos engagements<\/strong><\/h2>\n

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Omnipr\u00e9sents dans notre quotidien, les campagnes et outils de communication de diff\u00e9rentes marques, associations, institutions et autres acteurs participent irr\u00e9m\u00e9diablement \u00e0 fa\u00e7onner notre pr\u00e9sent, et, de fait, notre futur.<\/span><\/p>\n

L\u2019un des principaux d\u00e9fis que rencontre la communication responsable aujourd\u2019hui est de se faire une place parmi tous ces acteurs, ceux de la communication en g\u00e9n\u00e9ral, afin de transmettre d\u2019autres messages, de susciter d\u2019autres envies et finalement d\u2019<\/span>impulser d\u2019autres comportements.<\/b>\u00a0<\/span><\/p>\n

La bonne nouvelle, c\u2019est que la communication, au sens large, dispose d\u00e9j\u00e0 d\u2019<\/span>outils et de leviers fonctionnels<\/span><\/a><\/span>\u00a0pour faire na\u00eetre ou grandir des besoins chez les consommateurs (c\u2019est d\u2019ailleurs ce qu\u2019on lui reproche souvent).<\/span><\/p>\n

Nous devrons veiller \u00e0 user de ces outils de fa\u00e7on <\/span>responsable justement, en nous questionnant sur le bien fond\u00e9 de nos actions de communication. Par exemple, est-il vraiment responsable d\u2019utiliser une technique marketing qui s\u2019appuie sur les peurs des consommateurs ou la cr\u00e9ation d\u2019un faux sentiment d\u2019urgence, m\u00eame si l\u2019objectif final est d\u2019encourager un comportement que l\u2019on juge vertueux, comme le choix d\u2019un fournisseur d\u2019\u00e9nergie verte ? Autrement dit, la fin justifie-t-elle toujours les moyens ?<\/span><\/p>\n

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Emp\u00eacher la r\u00e9cup\u00e9ration de la communication responsable au profit du greenwashing<\/strong><\/span><\/h2>\n

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Compte tenu de l\u2019importance qu\u2019accordent de plus en plus de consommateurs \u00e0 la dimension responsable de leurs achats, les acteurs de la communication responsables (agence de communication sp\u00e9cialis\u00e9e, communicant ind\u00e9pendant, chef de projet\u2026) doivent veiller \u00e0 ce qu\u2019elle ne devienne pas un outil marketing parmi d\u2019autres. Autrement dit, que l\u2019engagement (ou suppos\u00e9 engagement) d\u2019une entreprise en faveur du d\u00e9veloppement durable ne soit pas simplement un argument de vente suppl\u00e9mentaire pour leurs services ou leurs produits.\u00a0<\/span><\/p>\n

\u00c0 l\u2019heure o\u00f9<\/span> la confiance des Fran\u00e7ais envers les marques et leurs messages s\u2019\u00e9rode<\/span><\/a><\/span>, <\/span>la communication responsable doit \u00eatre une r\u00e9ponse \u00e0 leurs inqui\u00e9tudes, et pas un \u00e9ni\u00e8me point dans l\u2019argumentaire de vente d\u2019une entreprise.<\/b>\u00a0<\/span><\/p>\n

De cette fa\u00e7on, nous participerons \u00e9galement \u00e0 lutter contre le <\/span>greenwashing<\/span><\/a><\/span>, qui reste malheureusement l\u2019un des plus grands d\u00e9fis de la communication responsable.<\/span><\/p>\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\u00bb4.23.1″ 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

Apprendre \u00e0 communiquer \u00e0 l\u2019\u00e8re des fake news<\/strong><\/span><\/h2>\n

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De la m\u00eame mani\u00e8re qu\u2019ils doutent de la sinc\u00e9rit\u00e9 des marques, les Fran\u00e7ais doutent aussi de ce qu\u2019ils lisent dans les m\u00e9dias, comme l\u2019a encore d\u00e9montr\u00e9 le dernier barom\u00e8tre de <\/span>Kantar Public<\/span><\/a><\/span>. On y d\u00e9couvre en effet que, pour 54 % des Fran\u00e7ais, \u201cla plupart du temps, il faut se m\u00e9fier de ce que disent les m\u00e9dias sur les grands sujets d\u2019actualit\u00e9\u201d.\u00a0<\/span><\/p>\n

Face \u00e0 cette m\u00e9fiance instinctive, nourrie quotidiennement par les fake news et autres deep fakes<\/span>, les acteurs de la communication responsable doivent trouver comment recr\u00e9er un lien de confiance entre les marques ou institutions et leurs audiences<\/b>. Transparence et sinc\u00e9rit\u00e9 seront tr\u00e8s probablement les outils les plus efficaces dans ce cadre, mais il nous reste \u00e0 inventer comment les utiliser.<\/span><\/p>\n

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Faire un usage responsable de l\u2019intelligence artificielle<\/strong><\/span><\/h2>\n

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Difficile de se pr\u00eater au jeu de la prospective sans aborder la r\u00e9volution qui est en train de se produire avec le d\u00e9veloppement et la d\u00e9mocratisation des intelligences artificielles g\u00e9n\u00e9ratives, en particulier Chat GPT et MidJourney. Dans le monde de la communication et de la publicit\u00e9, le retentissement de ces outils est d\u00e9j\u00e0 assourdissant tant les possibilit\u00e9s sont nombreuses.\u00a0<\/span><\/p>\n

Bien s\u00fbr, <\/span>cela repr\u00e9sente un enjeu de taille pour la communication responsable<\/b> qui, au-del\u00e0 des questions de productivit\u00e9 ou de gains que l\u2019IA pose d\u00e9j\u00e0 \u00e0 toutes et tous, p<\/strong><\/span>our les tenants d\u2019une communication engag\u00e9e, les probl\u00e9matiques li\u00e9es \u00e0 l\u2019\u00e9thique fourmillent tout autant. <\/b>De l\u2019emploi et la r\u00e9mun\u00e9ration de prestataires dont les comp\u00e9tences m\u00e9tiers recoupent pour partie celles des IA, \u00e0 la question du droit d\u2019auteur ou encore \u00e0 la transparence concernant l\u2019origine des donn\u00e9es utilis\u00e9es pour la production d\u2019un texte ou d\u2019une image, parvenir \u00e0 faire un usage intelligent et responsable de ces fonctionnalit\u00e9s ne sera pas un mince d\u00e9fi.<\/span><\/p>\n

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Limiter l\u2019impact environnemental du num\u00e9rique<\/strong><\/span><\/h2>\n

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Dernier d\u00e9fi de taille auquel nous pensons que la communication responsable sera confront\u00e9e dans le futur :<\/span> l\u2019impact environnemental du num\u00e9rique<\/b>.<\/span><\/span><\/p>\n

En effet, d\u2019apr\u00e8s l\u2019<\/span>ADEME<\/span><\/a><\/span>, <\/span>10% de notre consommation \u00e9lectrique annuelle vient de l\u2019usage des services num\u00e9riques, un chiffre qui, pour l\u2019heure, semble vou\u00e9 \u00e0 augmenter encore.\u00a0<\/span><\/p>\n

Si ce sont surtout les terminaux utilisateurs et leur fabrication qui impactent l\u2019environnement, un aspect sur lequel nous n\u2019avons pas de prise, cela ne doit pas nous emp\u00eacher d\u2019adopter des <\/span>pratiques \u00e9co-responsables<\/span><\/a><\/span>\u00a0\u00e0 chaque fois que cela est possible, ni de rester \u00e0 l\u2019\u00e9coute des futures innovations.<\/span><\/p>\n

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En conclusion, l\u2019avenir de la communication responsable<\/a><\/span> et engag\u00e9e est sans nul doute jalonn\u00e9 de d\u00e9fis d\u2019importance et, chez SAMBA, nous mettons tout en \u0153uvre pour les relever. En restant vigilants, aux aguets, \u00e0 l\u2019\u00e9coute des \u00e9volutions de notre secteur, en nous remettant en question, en questionnant les usages et nos pratiques\u2026 Nous travaillons chaque jour \u00e0 r\u00e9pondre aux enjeux de demain, avec enthousiasme et d\u00e9termination !<\/span><\/p>\n

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

[\/et_pb_text][et_pb_blog fullwidth=\u00a0\u00bboff\u00a0\u00bb posts_number=\u00a0\u00bb3″ include_categories=\u00a0\u00bb32,31″ meta_date=\u00a0\u00bbj M Y\u00a0\u00bb use_manual_excerpt=\u00a0\u00bboff\u00a0\u00bb excerpt_length=\u00a0\u00bb0″ show_author=\u00a0\u00bboff\u00a0\u00bb show_categories=\u00a0\u00bboff\u00a0\u00bb show_excerpt=\u00a0\u00bboff\u00a0\u00bb show_pagination=\u00a0\u00bboff\u00a0\u00bb use_overlay=\u00a0\u00bbon\u00a0\u00bb overlay_icon_color=\u00a0\u00bb#FFFFFF\u00a0\u00bb hover_overlay_color=\u00a0\u00bbrgba(255,163,62,0.52)\u00a0\u00bb _builder_version=\u00a0\u00bb4.24.2″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb header_font=\u00a0\u00bb|700|||||||\u00a0\u00bb header_text_color=\u00a0\u00bb#02105B\u00a0\u00bb header_font_size=\u00a0\u00bb18px\u00a0\u00bb header_line_height=\u00a0\u00bb1.3em\u00a0\u00bb meta_text_color=\u00a0\u00bb#02105B\u00a0\u00bb meta_font_size=\u00a0\u00bb13px\u00a0\u00bb meta_line_height=\u00a0\u00bb1em\u00a0\u00bb text_orientation=\u00a0\u00bbleft\u00a0\u00bb custom_margin=\u00a0\u00bb||0px||false|false\u00a0\u00bb custom_padding=\u00a0\u00bb||0px||false|false\u00a0\u00bb border_width_all=\u00a0\u00bb0px\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_blog][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"

communication responsable, strat\u00e9gie de communicationProfessionnels du secteur : les 5 d\u00e9fis de la communication responsable qui nous attendentAlors que le mod\u00e8le de la communication responsable se diffuse tr\u00e8s largement, SAMBA s\u2019est questionn\u00e9e sur les d\u00e9fis qui nous attendent collectivement, nous, professionnels de la communication responsable.\u00a0 Sans pr\u00e9tendre pr\u00e9dire l\u2019avenir ni avoir toutes les r\u00e9ponses, nous avons eu envie de nous interroger sur le futur de nos m\u00e9tiers et sur nos responsabilit\u00e9s, individuelles et collectives, pour que la communication responsable puisse continuer \u00e0 gagner du terrain tout en restant fid\u00e8le \u00e0 ses valeurs fondamentales.\u00a0 Un essai de prospective que nous vous pr\u00e9sentons dans cet article.Participer \u00e0 transformer la soci\u00e9t\u00e9 sans perdre de vue nos engagementsOmnipr\u00e9sents dans notre quotidien, les campagnes et outils de communication de diff\u00e9rentes marques, associations, institutions et autres acteurs participent irr\u00e9m\u00e9diablement \u00e0 fa\u00e7onner notre pr\u00e9sent, et, de fait, notre futur. L\u2019un des principaux d\u00e9fis que rencontre la communication responsable aujourd\u2019hui est de se faire une place parmi tous ces acteurs, ceux de la communication en g\u00e9n\u00e9ral, afin de transmettre d\u2019autres messages, de susciter d\u2019autres envies et finalement d\u2019impulser d\u2019autres comportements.\u00a0 La bonne nouvelle, c\u2019est que la communication, au sens large, dispose d\u00e9j\u00e0 d\u2019outils et de leviers fonctionnels\u00a0pour faire […]<\/p>\n","protected":false},"author":6,"featured_media":342889,"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":"2880","footnotes":""},"categories":[29,32],"tags":[],"class_list":["post-342876","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-communication-responsable","category-strategie-de-communication"],"yoast_head":"\n5 d\u00e9fis de 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