{"id":24747,"date":"2014-04-22T12:18:06","date_gmt":"2014-04-22T12:18:06","guid":{"rendered":"http:\/\/marketingisdead.blogspirit.com\/archive\/2014\/04\/22\/marketing-responsable-3002708.html"},"modified":"2014-04-22T12:18:06","modified_gmt":"2014-04-22T12:18:06","slug":"marketing-responsable","status":"publish","type":"post","link":"http:\/\/consumerinsight.eu\/marketingisdead\/marketing-responsable\/","title":{"rendered":"Marketing responsable"},"content":{"rendered":"

\"MarketingParmi les r\u00e9centes questions re\u00e7ues d’\u00e9tudiants en pleine r\u00e9daction de leurs m\u00e9moires universitaires, celles de David qui s\u2019interroge sur le marketing responsable.<\/span><\/p>\n

Question :<\/strong> Quelle est l\u2019\u00e9volution de la consommation socialement responsable ces derni\u00e8res ann\u00e9es ? Quels sont les facteurs ayant conduit \u00e0 ce mouvement ?<\/em><\/span><\/p>\n

Les Fran\u00e7ais ne changent pas massivement leurs modes de consommation par id\u00e9ologie ou par \u00e9thique : seule une minorit\u00e9 de militants agissent ainsi. Ils s\u2019orientent vers une consommation socialement responsable parce qu\u2019ils y trouvent leur int\u00e9r\u00eat ou plus simplement parce qu\u2019ils n\u2019ont pas le choix. Prenons la consommation collaborative : ceux qui se tournent vers le covoiturage le font essentiellement par soucis d\u2019\u00e9conomies ; ensuite, on \u00ab habille \u00bb ces choix de visions \u00e9cologiques et responsables.<\/span><\/p>\n

Plus r\u00e9cemment la peur s\u2019inscrit dans le paysage : Fukushima enseigne \u00e0 consommer autrement l\u2019\u00e9nergie.<\/span><\/p>\n

Question :<\/strong> Quelle est votre vision du marketing responsable enjeux, objectifs, r\u00e9ponses ? Quels rep\u00e8res donner aux consommateurs ?<\/em><\/span><\/p>\n

Le marketing responsable n\u2019est pas seulement le marketing de la consommation responsable, ce serait tr\u00e8s r\u00e9ducteur. Le marketing responsable, c\u2019est avant tout un marketing respectueux de l\u2019environnement, certes, mais aussi \u2013 et surtout \u2013 des consommateurs : un marketing qui arr\u00eate par exemple de bombarder de mails des internautes qui ont demand\u00e9 \u00e0 ne pas en recevoir ou plut\u00f4t : qui n\u2019ont pas demand\u00e9 \u00e0 en recevoir. Un marketing qui passe du vendre plus au vendre mieux \u2013 tout comme la consommation passe du consommer plus au consommer mieux.<\/span><\/p>\n

C\u2019est un marketing \u00e9thique qui aide les consommateurs \u00e0 mieux consommer, voire qui les aide \u00e0 moins consommer en favorisant comme le font certaines entreprises l\u2019\u00e9conomie circulaire : on aide les consommateurs \u00e0 vendre des produits encore utiles \u00e0 des consommateurs qui n\u2019ont pas les moyens d\u2019en acheter des neufs.<\/span><\/p>\n

Question :<\/strong> Le consommateur responsable existe-t-il d\u00e9j\u00e0 ou est-il en devenir ? Comment favoriser le passage \u00e0 l\u2019acte de tous ?<\/em><\/span><\/p>\n

La seule fa\u00e7on d\u2019aider le consommateur \u00e0 devenir responsable, c\u2019est qu\u2019il y trouve lui aussi son ROI. Aujourd\u2019hui, il co\u00fbte moins cher de jeter un appareil en panne que de le faire r\u00e9parer : allez expliquer \u00e0 des gens qui ont du mal \u00e0 joindre les deux bouts, qu\u2019ils doivent d\u00e9penser plus pour conserver un produit d\u00e9j\u00e0 obsol\u00e8te que de s\u2019\u00e9quiper du dernier cri ? Cela signifie peut-\u00eatre construire des produits \u00ab r\u00e9parables \u00bb, sous forme modulaire, dont les composants peuvent se changer ais\u00e9ment. Arr\u00eater de d\u00e9velopper des produits non standards pour les vendre plus chers \u2026 d\u2019autant qu\u2019\u00e0 terme, c\u2019est toujours le produit standard qui s\u2019imposera !<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Parmi les r\u00e9centes questions re\u00e7ues d’\u00e9tudiants en pleine r\u00e9daction de leurs m\u00e9moires universitaires, celles de David qui s\u2019interroge sur le marketing responsable. Question : Quelle est l\u2019\u00e9volution de la consommation socialement responsable ces derni\u00e8res ann\u00e9es ? Quels sont les facteurs ayant conduit \u00e0 ce mouvement…<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"spay_email":"","jetpack_publicize_message":"","jetpack_is_tweetstorm":false,"jetpack_publicize_feature_enabled":true},"categories":[147],"tags":[],"yoast_head":"\nMarketing responsable - Marketing is Dead<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"http:\/\/consumerinsight.eu\/marketingisdead\/marketing-responsable\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Marketing responsable - Marketing is Dead\" \/>\n<meta property=\"og:description\" content=\"Parmi les r\u00e9centes questions re\u00e7ues d’\u00e9tudiants en pleine r\u00e9daction de leurs m\u00e9moires universitaires, celles de David qui s\u2019interroge sur le marketing responsable. 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