{"id":54415,"date":"2021-06-09T13:46:34","date_gmt":"2021-06-09T11:46:34","guid":{"rendered":"https:\/\/www.iligo.fr\/?p=54415"},"modified":"2026-10-21T11:55:58","modified_gmt":"2026-10-21T09:55:58","slug":"avec-drive-to-responsibility-comprendre-et-parfaire-les-communications-responsables","status":"publish","type":"post","link":"https:\/\/www.iligo.fr\/en\/avec-drive-to-responsibility-comprendre-et-parfaire-les-communications-responsables\/","title":{"rendered":"Avec Drive to Responsibility, comprendre et parfaire les communications responsables"},"content":{"rendered":"<p>En collaboration avec des entit\u00e9s des groupes Clear Channel, Le Figaro, France T\u00e9l\u00e9visions et La Poste, iligo a construit un protocole inscrit sur une longue dur\u00e9e qui vise \u00e0 comprendre les ressorts de la communication responsable sur l\u2019ensemble de la cha\u00eene de transmission des valeurs RSE afin de les parfaire.<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<h4><strong>Une compl\u00e9mentarit\u00e9 de m\u00e9thodologies<\/strong><\/h4>\n<p>&nbsp;<\/p>\n<p>La distinction Argent dans la cat\u00e9gorie \u00ab&nbsp;Brand Purpose&nbsp;\u00bb aux Troph\u00e9es Etudes &amp; Innovation, organis\u00e9s OFFREMEDIA, est marqu\u00e9e par la compl\u00e9mentarit\u00e9 des m\u00e9thodologies utilis\u00e9es pour ce protocole&nbsp;:<\/p>\n<ul>\n<li>Etude sur 18 <strong>valeurs<\/strong> inspir\u00e9es des travaux de Schwartz &amp; Rokeach (psychosociologie) associ\u00e9es aux marques et aux entreprises.<\/li>\n<li>Analyse des <strong>points de contacts<\/strong> utilis\u00e9s par les Fran\u00e7ais pour s\u2019informer sur des sujets RSE, ceux qui leur inspirent confiance et qui leur servent \u00e0 se forger une conviction.<\/li>\n<li>Investigation qualitative de la <strong>perception des supports<\/strong> de communication avec l\u2019utilisation de lunettes Eye-tracking suivie d\u2019entretiens individuels.<\/li>\n<li>Etude de <strong>messages<\/strong> <strong>RSE<\/strong> avec des KPIS standardis\u00e9s pour cr\u00e9er des normes RSE<\/li>\n<li>Analyse de <strong>l\u2019image <\/strong>des marques avec 8 crit\u00e8res d\u2019image RSE<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<h4><strong>5 recommandations pour communiquer autour de la RSE<\/strong><\/h4>\n<p>&nbsp;<\/p>\n<p>Ainsi, nous pouvons d\u00e9gager 5 conseils pour la transmission de valeurs RSE&nbsp;:<\/p>\n<ol>\n<li><u>Valeurs<\/u>: choisir une ou deux valeurs sur lesquelles axer sa communication.<\/li>\n<li><u>Canaux<\/u>: diversifier les points de contact. Dans l\u2019id\u00e9al, mixer des prescripteurs comme des experts ou des porte-paroles, diffuser des reportages, sans oublier la publicit\u00e9. Privil\u00e9gier dans ce cas les messages \u00e9motionnels sur l\u2019audiovisuel et rationnels en print.<\/li>\n<li><u>Perception des supports<\/u>: le point de vente, physique ou digital, est essentiel pour convaincre. Il convient de reprendre les \u00e9l\u00e9ments essentiels du discours diffus\u00e9 en amont. Le packaging et la formation du personnel sont \u00e0 privil\u00e9gier pour le physique, l\u2019UX pour le digital.<\/li>\n<li><u>Messages<\/u>: l\u2019importance de mettre en avant des b\u00e9n\u00e9fices concrets et tangibles, et d\u2019en faire le c\u0153ur de la communication.<\/li>\n<li><u>Image de marque<\/u>: mieux vaut communiquer sur un engagement fort que multiplier les promesses faibles. La marque profitera ainsi d\u2019un effet de halo, cr\u00e9ant un bruit RSE global positif autour de la marque.<\/li>\n<\/ol>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<h4><strong>S\u2019appliquer soi-m\u00eame cette logique de responsabilit\u00e9<\/strong><\/h4>\n<p>&nbsp;<\/p>\n<p>En coh\u00e9rence, iligo applique ses propres r\u00e8gles RSE internes gr\u00e2ce \u00e0 la mise en place en 2020 d\u2019une charte RSE encore rare dans nos m\u00e9tiers.<\/p>\n<p>&nbsp;<\/p>\n<p>La RSE est un champ d\u2019\u00e9tude fertile, en plus d\u2019\u00eatre utile. En somme, un champ d\u2019\u00e9tudes d\u2019avenir. En 2021, iligo poursuit ce protocole avec la mise en place d\u2019une communaut\u00e9 d\u2019individus impliqu\u00e9s dans les th\u00e9matiques RSE&nbsp;: social, environnemental et \u00e9conomique. Elle permettra de tester toute initiative de communication RSE pass\u00e9e ou \u00e0 venir aupr\u00e8s d\u2019un public exigeant afin d\u2019identifier des risques ou incompr\u00e9hensions \u00e9ventuelles. Plus que jamais, nous souhaitons accompagner les entreprises dans leurs d\u00e9marches et communications RSE.<\/p>\n<p>&nbsp;<\/p>\n<p>Retrouvez un r\u00e9sum\u00e9 de la suite d&rsquo;\u00e9tudes et des recommandations ici :&nbsp;<a href=\"https:\/\/www.iligo.fr\/wp-content\/uploads\/2021\/06\/TEI-2021-Communication-Drive-to-Responsibility.pdf\">TEI 2021 &#8211; Communication &#8211; Drive to Responsibility<\/a>.<\/p>","protected":false},"excerpt":{"rendered":"<p>En collaboration avec des entit\u00e9s des groupes Clear Channel, Le Figaro, France T\u00e9l\u00e9visions et La Poste, iligo a construit un protocole inscrit sur une longue dur\u00e9e qui vise \u00e0 comprendre les ressorts de la communication responsable sur l\u2019ensemble de la cha\u00eene de transmission des valeurs RSE afin de les parfaire.<\/p>","protected":false},"author":2,"featured_media":54419,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[201,316,663,400],"tags":[],"class_list":["post-54415","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites","category-etudes","category-events","category-iligo"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - 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