Adetem Metric for Responsible Business Transformation

Adetem reveals the results of its new scale[1]Adetem-Opinion Responsible Business Transformation Method. A study conducted across the country, with makers and managers of marketing and communications, aimed at better understanding how responsible transformation occurs in French companies, of course, from a marketing perspective. At a time when environmental and social issues are critical to the sustainability of human activities, and in a context where purchasing power and the provision of raw materials remain challenging, how do marketers view their societal commitment this year? Are companies ready to move from want to action?

Complex challenges for marketing decision makers for 2022.

This year, marketers face two major challenges within their organization. In fact, 41% declare a shortage of human resources And the 39% lack of financial means To carry out their activities in 2022. However, after the era of Covid-19 and its economic repercussions, their development challenges remain important “Acquisition of new clients” is a priority for 46% them, followed by “Implement more responsible marketing” (45%) And the ‘Business boom’ (42%).

Commitment of companies and marketing managers: still increasing.

Against the background of social, health and environmental crisis, the vast majority of marketers (96%) are concerned about sustainable development and by Responsible Marketing (93%), It is a common practice for 89% of them. It evolves today in organizations that have been equally sensitive to this issue since then 77% believe their company already operates in a responsible marketing approach And even 73% indicate that they are very committed to the topic of sustainable development.

However, in the face of more responsible new products and services, 45% They think consumers are not willing to pay more To display superior environmental quality and 46% For superior social quality… it is now up to companies to find the winning formula for meeting societal challenges while meeting the needs and budget constraints of their customers.

Thus, marketers today feel that companies’ business models are incompatible With responsible marketing department. In fact, 48% believe that we should completely review our economic model and break the myth of unlimited growth and 41% that we have to revise part of our economic model, while keeping its fundamentals. Realistically, on the whole it is 89% agree that their company’s business policy needs to change to implement a responsible and optimal marketing strategy.

More than 5 internally committed responsible projects on average.

Marketers, who are very committed personally and professionally, carry out many actions internally, in order to practice more responsible marketing. In the top 3 of the major projects implemented this year in their organization: 78% strive to make a positive impact on society, 72% work to reduce waste and packaging and 66% work to reduce the environmental footprint of their products and services..

However, hmm 59% have not taken action on digital sobrietyAnd the 57% on the inclusion of customers at risk and 45% on the replacement of scarce or environmentally harmful resources : yet the main development axes of all organizations today.

Difficulties encountered in carrying out all the responsible actions required today.

As already noted, the first major hurdle that marketers face is the complexity of changing their company’s business model, So that is in line with a more responsible marketing behavior. They are already 38% to mention this case. Fear of losing profitability comes in 2The tenth position by 32% and The lack of tools and methods is put on 3The tenth Step on the podium by 29% of respondents. In other words, not all marketers have the right cards on hand to move towards the responsible transformation of their company, without affecting the economic model and without losing results.

To resolve this situation, 41% would find it helpful to have access to a best practice guide To move forward more calmly in terms of responsible marketing. 34% would use standards and methods Proven and 31% want sectoral standards

In a post-Covid context and tensions over purchasing power and raw materials, marketers are showing both a personal desire and a professional need to engage in responsible marketing. However, despite their convictions, the results clearly show the difficulties they face in aligning belief and feasibility, the nexus between the short and long term, between the model of well-being through economic performance and the model of social and environmental responsibility. Witnessing this paradoxical position, a number: 48% declare that we must completely review our economic model and get out of endless growth. Knowing that tensions over purchasing power lead them to strongly doubt the solvency of products and offerings with added environmental and/or social value. That is why they ask for guidelines, methods, standards and examples that will allow them to move forward on this issue which they put as their top 3 priority. »

Luke Balroy, CEO of OpinionWay

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