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CSR & Responsible Marketing Content - Geo.pdf
- 2. RAISING AWARENESS ABOUT GREENWASHING Definition: fraudulent technique based on misleading eco- responsible arguments. Why talk about it? – Ecological argument: differentiator or must-have? – Advertising ethics: be honest! – Risk of discredit: avoiding bad buzz – Risk of law suits 2
- 3. RESPONSIBLE COMMUNICATION BASES : • Helping to change habits • Do not encourage behaviour that has a negative impact • Avoid trivialising environmental discourse with outdated and vague promises • do and tell (in that order) GOAL: TO WRITE A NEW, ENVIABLE AND SINCERE STORY THAT IS ADAPTED TO TODAY'S CHALLENGES • TRUE • PROPORTIONAL • PRECISE 3
- 4. THE 3 MOST COMMON MISTAKES EXCESSIVE PROMISE Ex: 100% recyclable or 100% recycled water bottle INSUFFICIENT EVIDENCE / INFORMATION For example, labelling yourself as a "responsible fisherman" without respecting the supposed criteria. 4 CONFUSING VISUALS Ex: Green, plants, natural animals...
- 5. BEST PRACTICE PROOF • Figures • Sources made available • (Actual action and implementation) SERIOUS ARGUMENT • Above and beyond the obvious/ beyond the competition Bad example: boasting about an action required by law • Directly related to the product or service (must concern one of the main impacts) Bad example: an oil group that boasts of using recycled cups in its company cafeteria. 5 INDEPENDENT ASSESSMENT • Recognised label/certification • Construction of quantitative evidence and sources by an independent third-party organisation
- 6. TO AVOID CONTROVERSIAL / NEGATIVE BEHAVIOUR Don't use an ecological advantage to encourage over-consumption Bad examples: "In need of nature? Take a plane to Geneva and join our hotel!" "Since the shampoo bottle is made of recycled plastic, you can stand in the shower for hours with your eyes closed! " FLIPPANCY OR DISPARAGEMENT Don't trivialise the ecological crisis or denigrate good practice Bad examples: "Brittany: a destination for culture... and swimming now with global warming! "Don't risk your health with tap water, opt for an Evvic bottle". 6
- 7. EDITORIAL EFFORTS DEFINITIONS Always nuance your statements and specify the factual basis of the ecological topic. Ex: • sustainable -> more sustainable • zero waste -> helps reduce waste CAUTION Make sure that the terms are used correctly, that the definition corresponds exactly to the argument, and then explain how you qualify for this term. 7
- 8. CSR DIMENSIONS INCLUSIVENESS Open the door to a wider audience: • structured, well-structured, easy-to-read content • alt texts for any image or video (with subtitles or transcript) • buttons and link anchors that are unique on a page and describe the destination page ACCESSIBILITY It is possible to write more inclusively, without punctuation that complicates reading: • Avoid gendered names or those considered discriminatory by opting for more neutral terms. E.g.: our hostess-> our team member 8
- 9. LET'S DISCUSS IT: 9 Emilie Lefeuvre emilie@marketingsolutions.com