{"id":26695,"date":"2023-09-07T09:30:50","date_gmt":"2023-09-07T09:30:50","guid":{"rendered":"http:\/\/consumerinsight.eu\/marketingisdead\/?p=26695"},"modified":"2023-09-07T09:30:52","modified_gmt":"2023-09-07T09:30:52","slug":"marketing-et-sobriete-rencontre-avec-gael-queinnec","status":"publish","type":"post","link":"http:\/\/consumerinsight.eu\/marketingisdead\/marketing-et-sobriete-rencontre-avec-gael-queinnec\/","title":{"rendered":"Marketing et sobri\u00e9t\u00e9\u00a0: rencontre avec Ga\u00ebl Queinnec"},"content":{"rendered":"\n
\"\"<\/a><\/figure><\/div>\n\n\n\n

Consommer moins pour consommer mieux : par conviction ou par obligation, la sobri\u00e9t\u00e9 s\u2019impose aux consommateurs ! Mais comment le marketing saura-t-il r\u00e9pondre \u00e0 ces nouvelles exigences soci\u00e9tales ?<\/p>\n\n\n\n

Ce sera le th\u00e8me de matin\u00e9e organis\u00e9e le Pole Prospective de l\u2019Adetem le 3 Octobre prochain (inscriptions ici<\/a>) ; en avant-premi\u00e8re, un des intervenants, Ga\u00ebl Queinnec, Directeur de la Prospective de Michelin, r\u00e9pond \u00e0 nos questions.<\/p>\n\n\n\n

Question :<\/strong> Volontaire ou subie, la sobri\u00e9t\u00e9 s\u2019impose dans la consommation des Fran\u00e7ais : comment percevez-vous cette nouvelle tendance ?<\/em><\/p>\n\n\n\n

Ga\u00ebl Queinnec :<\/strong> Le march\u00e9 du pneu, qui n\u2019est pas franchement un achat glamour, est plut\u00f4t celui du juste n\u00e9cessaire. Voire m\u00eame en de\u00e7\u00e0 du n\u00e9cessaire, les pneus lisses restant une cause majeure d\u2019accidents en France. Donc nous nous sentons \u00e0 l\u2019abri de la surconsommation compulsive. Mais la tendance nous semble \u00e0 la fois forte et g\u00e9n\u00e9rale, et dans les biens utilitaires comme le n\u00f4tre, elles se traduit par une attente soci\u00e9tale (prochainement une obligation l\u00e9gale ?), d\u2019accompagnement des cibles vers la consommation raisonn\u00e9e. Aujourd\u2019hui un produit est accompagn\u00e9 d\u2019une notice s\u00e9curitaire, demain cette notice sera aussi plan\u00e9taire : comment prolonger la dur\u00e9e de vie, ma\u00eetriser son usage, etc.<\/p>\n\n\n\n

Question :<\/strong> Et comment vous adaptez-vous, voire la mettez-vous en \u0153uvre dans votre entreprise ?<\/em><\/p>\n\n\n\n

Ga\u00ebl Queinnec :<\/strong> Pour ce qui concerne strictement notre produit phare, le pneu, nous sommes historiquement positionn\u00e9s sur la dur\u00e9e de vie. Il nous suffira donc d\u2019en parler plus fort. Mais nous sommes aussi l\u2019accessoire d\u2019un produit, la voiture, qui ne s\u2019inscrit que tr\u00e8s marginalement dans une logique de sobri\u00e9t\u00e9 et consomme de plus en plus de plan\u00e8te pour un m\u00eame service, m\u00eame si sa consommation d\u2019\u00e9nergie \u00e0 iso-masse diminue, entre autres gr\u00e2ce \u00e0 des pneus de haute technologie.<\/p>\n\n\n\n

Ce paradoxe anime beaucoup de d\u00e9bats internes, qui sont loin d\u2019\u00eatre tranch\u00e9s. Quand quelqu\u2019un utilise un SUV de 2 tonnes pour faire un trajet solitaire en ville que d\u2019autres font avec une citadine d\u2019une tonne, notre responsabilit\u00e9 peut-elle s\u2019arr\u00eater \u00e0 contribuer \u00e0 r\u00e9duire la consommation du SUV ? Ou devrait-on \u0153uvrer pour diminuer ces cas d\u2019usages questionnables ? Si oui, comment et de quel droit ? Et si pour d\u2019autres usages le SUV est justifi\u00e9, faut-il alors inciter \u00e0 utiliser 2 v\u00e9hicules diff\u00e9rents, ce qui serait environnementalement bien pire ? Je viens aussi \u00e0 cette table ronde pour chercher des \u00e9l\u00e9ments de r\u00e9ponse !<\/p>\n","protected":false},"excerpt":{"rendered":"

Consommer moins pour consommer mieux : par conviction ou par obligation, la sobri\u00e9t\u00e9 s\u2019impose aux consommateurs ! Mais comment le marketing saura-t-il r\u00e9pondre \u00e0 ces nouvelles exigences soci\u00e9tales ? Ce sera le th\u00e8me de matin\u00e9e organis\u00e9e le Pole Prospective de l\u2019Adetem le 3 Octobre prochain (inscriptions ici) ; en…<\/p>\n","protected":false},"author":2,"featured_media":26698,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"gallery","meta":{"spay_email":"","jetpack_publicize_message":"","jetpack_is_tweetstorm":false,"jetpack_publicize_feature_enabled":true},"categories":[149],"tags":[],"yoast_head":"\nMarketing et sobri\u00e9t\u00e9\u00a0: rencontre avec Ga\u00ebl Queinnec - 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-et-sobriete-rencontre-avec-gael-queinnec\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Marketing et sobri\u00e9t\u00e9\u00a0: rencontre avec Ga\u00ebl Queinnec - Marketing is Dead\" \/>\n<meta property=\"og:description\" content=\"Consommer moins pour consommer mieux : par conviction ou par obligation, la sobri\u00e9t\u00e9 s\u2019impose aux consommateurs ! 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Comme en t\u00e9moigne ce mail que je viens de recevoir (inutile d\u2019essayer de consommer sur mon compte, j\u2019ai chang\u00e9 mon mot de passe). \u00ab\u00a0Chez Amazon, nous prenons tr\u00e8s au s\u00e9rieux la confidentialit\u00e9 de vos informations\u2026","rel":"","context":"Dans "Actualit\u00e9"","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2016\/06\/Pirate.jpg?fit=704%2C454&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":26390,"url":"http:\/\/consumerinsight.eu\/marketingisdead\/respecter-le-consommateur-avec-frank-rosenthal\/","url_meta":{"origin":26695,"position":5},"title":"Respecter le consommateur, avec Frank Rosenthal","date":"31 mars 2021","format":false,"excerpt":"Respecter le consommateur\u00a0: le Club Horizon(s) de l\u2019Adetem invitait r\u00e9cemment 3 experts \u00e0 s\u2019exprimer sur le sujet lors d\u2019un Webinar\u00a0; retour sur cette matin\u00e9e avec Frank Rosenthal \u2013 Retail Distribution. MarketingIsDead : Pour le marketer, le consommateur reste bien souvent juste une cible\u00a0: cette posture est-elle encore tenable aujourd\u2019hui\u00a0? Frank\u2026","rel":"","context":"Dans "Interviews"","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2021\/03\/Frank-Rosenthal-pour-adetem.jpg?fit=768%2C860&resize=350%2C200","width":350,"height":200},"classes":[]}],"_links":{"self":[{"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts\/26695"}],"collection":[{"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/comments?post=26695"}],"version-history":[{"count":2,"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts\/26695\/revisions"}],"predecessor-version":[{"id":26699,"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts\/26695\/revisions\/26699"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/media\/26698"}],"wp:attachment":[{"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/media?parent=26695"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/categories?post=26695"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/tags?post=26695"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}