How does creativity serve the performance of companies and their CSR commitments?
A survey carried out by OpinionWay and Les Echos indicates that 63% of French people are more attentive to corporate commitments since Covid-19 (source). Companies’ CSR commitments, both in terms of environmental protection but also of social responsibility and openness, influence not only the act of purchase, but also loyalty. They reinforce the brand, and create adhesion, with an impact before, during and after the purchase.
This positive impact, however, is based on trust. Brands must provide proof of their commitments, which must be tangible and constant over time. Because conversely, “misleading” brands lose customers. 53% of respondents said they would stop buying a brand if they didn’t live up to the values it represents.
Finally, CSR communication must be subtly balanced. 41% of respondents say they appreciate that brands communicate on their commitments, but 56% indicate that this should not be exaggerated, especially when the product does not justify it.
Insights that Nicolas summarizes in three points, key factors for a brand to communicate effectively on CSR commitments:
Legitimacy: choose a CSR subject on which the brand is strong and expected
Consistency: capitalize on long-term commitments, avoid one-shot communications
Participation: involving the public and proposing a participatory approach around the brand’s commitments
Discover the presentation, notably through the Perle de Lait Trophy and AXA ReBons case studies in the video replay of the round table during Marketing Day 2022: