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Robin Stribling

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Plus sensibles à l'empreinte des produits qu'ils achètent, les « consom'acteurs », toujours plus nombreux, semblent avoir progressivement imposé des exigences élevées qui challengent l'entreprise tant dans ses valeurs que dans ses process. Dans une optique business, les marques comme leurs produits se doivent désormais d'être plus responsables et repenser les liens qui unissent l’entreprise aux utilisateurs de ses produits ou services. UNE TASK FORCE SUR LE MARKETING RESPONSABLE Dans cette perspective, le réseau de professionnels AGRION et l’agence de branding Pixelis ont organisé et animé une Task Force sur le Marketing responsable avec pour objectifs principaux de partager points de vue et retours d'expérience, pour définir des pistes d'actions et produire une réflexion paragmatique et prospective, sortant des discours convenus sur le sujet. Au total, 6 mois de travail et 6 workshops organisés avec une dizaine de professionnels du marketing et de la RSE de grandes entreprises françaises (Orange, La Poste, Groupe SEB, Croix Rouge Française, Coty...) sont restitués dans un document de synthèse identifiant les clés de succès du Marketing responsable. Donner des éléments de réflexion et d’action aux populations Marketing des entreprises. C'était l'enjeu de cette task force marketing responsable, et stimuler les échanges pour livrer des clés de lecture et des outils opérationnels essentiels pour faire du marketing responsable un levier de transformation et de performance pour l'entreprise. La Task Force a soulevé de multiples interrogations auxquelles doivent face les entreprises aujourd'hui pour conjuguer RSE et Marketing : - Quelles sont les attentes du consommateur en termes de responsabilité des entreprises ? - Quelle est la place de la RSE dans le Marketing ? - Comment convaincre les différents intervenants internes ? - Qu’est-ce que l’intégration d’une démarche RSE implique en termes d’offre, de politique de prix, de point de vente ? - Comment intégrer la démarche RSE par l’innovation ? - Comment engager le consommateur ? L’objectif du Marketing responsable est bien de renforcer la désirabilité et donc la compétitivité d’une marque. Le défi additionnel posé par le caractère “responsable”du Marketing réside dans la prise en compte de considérations sociétales (environnementales et sociales). Le Marketing responsable entend rendre désirable les alternatives de consommation pour inciter au changement des comportements et à l’évolution des consciences. Il s’appuie sur une pédagogie simple et positive qui valorise l’utilisateur. Pour tout complément d'informations, vous pouvez contacter Fanny Desbois, Responsable Communication : fdesbois@pixelis.fr

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Le tourisme est une des activités qui devrait connaître une croissance régulière et spectaculaire pour les trente années à venir. Ce développement, qui devrait générer des rééquilibrages inter continentaux, interroge sur les impacts de ces activités.Quelles réponses apportées à ces défis ? Comment permettre un développement touristique au profit durable des territoires et des populations ? Intervenants : Hugues Beesau - Rhône-Alpes Tourisme / Philippe Bernez - Stations Vertes Plus d'infos : http://www.rhonetourisme.com

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