82% of the French believe that brands should make their communications more responsible – MMAF

Last March, dentsu France launched an online study to better understand French people’s view of advertising and its impact on the environment. To carry out this study, two distinct groups were created: the first group of B2B decision makers, with 205 respondents. and a second panel of consumers, representing the local population aged 18 and over, with 801 respondents. A double look is necessary to prioritize actions.

The results show that the general public and decision makers have a mixed perception of advertising. The majority consider them manipulative, visually polluting, or even useless; It is also synonymous with modernity and entertainment. It can encourage new, more responsible behaviors or contribute to the financing of projects that serve the community.

In terms of the ecological footprint, 74% of consumers and 82% of decision makers today understand that digital pollution is a real threat to the environment (vs only 2019 according to Arcep). The impressive awareness that protecting the environment and reducing the carbon impact of advertising should be a priority for brands.

As a communications agency, we have a major role to play in the fight against climate change. At the level of our physical footprint, of course, but also our “brain” footprint: the impact we can have on consumers thanks to our communication and that of our customers. Today’s announcement can be a catalyst for change and that’s what we want to strive for through Dentsu Club SW! TCH. Comments by Pierre Calmard, CEO of dentsu France.

Indeed, for consumers, it is up to brands to make their communications more responsible. 82% of them consider it necessary for brands to reduce or compensate for the impact of their campaigns. They are convinced that these actions demonstrate their commitment (70%) and implicitly improve their brand image (69%). More than half of respondents said they would be more likely to consume a product/service if the brand was communicating responsibly (52%).

A fact that decision makers are well aware of. 78% of respondents say their company has implemented measures to measure, reduce or offset the environmental impact of their communication procedures. The actions implemented mainly consist of improving the carbon footprint of digital developments (43%), improving the carbon footprint of disseminating advertising messages (40%) and contributing and promoting ethical/environmental posters (33%).

However, despite this burning desire to act, there are still some obstacles. Lack of information is the number one factor (36%), followed closely by lack of time (29%) and financial resources (24%). This is why today 87% of decision makers consider it interesting to have their company accompany them in the process of improving the environmental impact of their communications.

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