Activating the relationship of the French with responsible behavior towards them and brands – image

Presenting the M6 ​​Publicité 3y She published her “Time for Responsible Branding” study aimed at decoding the evolution of more responsible behavior, the perception of committed brands, and the levers of influencer communication, with a focus on the challenges of digital pollution. Among the survey findings: The most dynamic responsible behaviors against 2019 can be attributed to the sectors of services (+12 points), insurance, ethical and solidarity banking (+11 points), green energy (+11 points), and second-hand textiles (+9 points). . In this context, three axes are strongly advancing whatever the sectors: ethics (+12 points), labels (+9 points) and animal care (+8 points). It should be noted that with regard to labels, only a quarter of respondents consider them reliable, while their influence on the purchase of products “remains in the minority”. It is clear that life changes, such as the birth of a child, have an effect on adopting more responsible consumption. Thus, 75% of French say they have changed their way of consuming “a lot” since the arrival of their child(ren), while 47% of parents say they are called to the regime when they do not do good environmental gestures, i.e. +3 points for 2020.

And then, the study shows that there is still a long way to go for more responsible behaviour, with 56% of French today saying they are “little or non-committal”. If the poor mobilization (39% of the French population) has a picture quite similar to the total French population, then the “dispossessed” (17% of the French population) stand out with an overrepresentation among men, 35 and 44 years old, childless and CSP-. But all is not lost, 70% of panelists said they know how to recognize a more responsible brand, i.e. +8 points vs. 2019.

By sector, distribution still monopolizes the first place in the sectoral ranking, but in sharp decline (-15 points vs. 2019). On the contrary, brands in the energy and technology sectors grew strongly during this period and rose to second place (+8 points) and fourth place (+7 points) respectively in the ranking.

What are the French waiting for?

On top of the actions expected from the companies questioned, respecting the environment (42%), reducing carbon emissions (35%) and providing good working conditions (31%). And 55% of the French require training in good practices of adaptation to protect the environment. For 57% of French, celebrity influence in responsible brand communication is also a powerful way to encourage them to act, with stronger results among younger generations (69%). 18-24-year-olds who intend to refuse to be ‘caricatured’ included in the Gen Z concept, emphasize the study and wish to put forward a ‘normalization of inclusion and a better representation of the plural and its various features’. They also express the “need for access to concrete, accurate and popular information in media content,” both on environmental issues but also on brands communicating their commitments.

Likewise, if the idea of ​​“digital pollution” seems too vague to 15-24-year-olds who are nonetheless the largest consumers of the Internet, M6 Publicité highlights a “lack of education” on the matter. But when this is explained, more than 8 in 10 young people say they are “concerned” about it. Feeling irresponsible, they do not hesitate to throw the liability ball for so-called pollution back on the shoulders of companies. For them, it is related to data storage in data centers, and the selection and production of materials that companies use.

So, to fight this digital pollution? The purchase of refurbished electronic devices is the most advanced measure among 18-24 year olds with an increase of 18 points compared to 2020. 52% of 18-24 year olds have already purchased a refurbished phone. Reducing screen time is also a reported practice of increasing (+10 points) to reduce digital pollution and also to “maintain their mental health,” the study advances. Moreover, browsing websites that use green energy is also a much-needed intention by the younger generations (+11 points). Finally, when asked about the main theme of the moment, 15-25 year olds say they are smitten (95% see themselves interacting with their friends or family across the metaverse). But they say, at the same time, they are aware of the risks and abuses: the loss of physical contact, the negative impact on mental health and environmental consequences.

methodology: The barometric quantitative component in this study was carried out by Sociovision Institute. The data, from 1,000 French people between the ages of 18 and 65 representing the French population, was collected from January 18-21, 2022. The Marketing Institute prepared in June a study dedicated to M6 Publicité on CSR issues with younger generations. June used its own digital Jam community and hosted a lab bringing together 10 young people between the ages of 15-25 in March 2022.

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