The appeal of brands for ethical billboards is a fairly recent phenomenon, dating back to the early 1980s. Today, ethics is becoming a brand driver: consumers see it as an opportunity to make a useful purchase, to"do good" around them, while offering themselves the product of their choice. What about the cosmetics sector? This was the subject of the 5th session of the Matinales de la , held on 16 March 2010.
April 1, 2010 Report from Sylvain-Romain COTTE .
For a brand, ethical marketing, when it associates the brand with a recognized cause, brings an environmental, societal guarantee… even stronger than a label and the commitment for a cause linked to the common good is a real added value ! In short, everyone wins!
A societal trend
At a time when sustainable development and environmental protection are at the heart of concerns, brands claim their commitments for non-market causes: the consumer then associates the act of purchasing with active participation. We offer him the chance to be part of the adventure.
Communication: a delicate stage
Communicating your commitment remains sometimes a perilous exercise for the company. Some prefer to ignore the efforts undertaken, for fear of being accused of"greenwashing"; while others value actions that are sometimes only the implementation of regulations! However, you don't have to wait until you're perfect to communicate ethics! It is impossible to master everything, the essential for the company being to show its good faith and sincere involvement in a"progress approach". The discourse must remain simple and true, and show both commitment and respect for sustained commitment. The customer must be able to understand why the …
