What is responsible communication? How to limit the carbon footprint of your marketing? How to use content creation to contribute more to the climate emergency? Discover 7 key principles for communicating in an ethical and committed way! An indispensable guide for any structure that wants to make itself visible.
What is responsible communication?
A definition
Responsible communication meets the objectives of communication (visibility, interaction, awareness, sales…), while taking into account social and environmental emergencies. To do this, professionals question themselves on two axes: the message, as well as the way to deliver it.
Ultimately, it is being responsible for what we communicate. Any content creation, marketing intervention or support has social, environmental, or even political impacts.
As a company, it is essential to anticipate and take into account these impacts, to make them as positive as possible. We can therefore apply the principles of sustainable development… And even go further.
Responsible communication is not only for large companies and marketing agencies. It is the business of every organization, regardless of its sector, size or field of activity.
VSEs, SMEs and even freelancers: if you have visibility, you have the responsibility of the messages you carry.
4 pillars
In the 2022 edition of the Guide to Responsible Communication, the ADEME introduces 4 pillars of responsible communication:
- Responsible messages.
Fighting against greenwashing, providing proof of our claims… But also, contributing to the sharing of inspiring stories and the evolution of social norms. - The eco-social design of supports.
The design of communication supports and their dissemination must be done while limiting as much as possible the environmental, social and societal consequences. - Efficiency and ethics.
Efficiency, in the sense of an optimization of resources for the same result. All this, while respecting the stakeholders. - The relationship with stakeholders.
Clients and clients, internal teams, partners, NGOs, etc. Communication must meet their needs, include all concerned people and create a link of proximity.
The ADEME is clear: we return to the human, to the reliability of our communication. Advertising no longer serves only the company: it grows its audience, it participates in the advent of a society compatible with the limits of the planet.
Responsible marketing = company's responsibility?
When we talk about eco-responsible communication, it is not a question of highlighting the commitments of the brand and its CSR approach. It is indeed a question of adapting one's marketing strategy to environmental and societal issues. Transmitting one's message, in a more responsible way.
In practice? Committed communication is expressed in a multitude of actions. In this article, we share with you 7 principles to reduce the carbon footprint of your communication, while contributing to the societal transition.
1. Think about the audience you are addressing
Responsible communication must be adapted to the target audience. This involves different criteria that we have listed below:
- The accessibility of contents.
Think about subtitling your videos and podcasts, describing your visuals, simplifying your graphics, etc. Accessibility will benefit all of your audience, not just people with disabilities. - Ensure the inclusivity of your communication.
Non-sexist language is the order of the day! Also choose examples and visuals representative of the whole of your public. - Respect the privacy of your audience.
Apply the good practices of the GDPR (General Data Protection Regulation). - Share content at an appropriate pace.
Do not enter the race for publications, especially on social networks. You risk overwhelming the internet users! - Be interested in your audience.
Look for to understand its problems, its stakes. Use your communication to help sincerely your target and answer to its needs. - Show proof of transparency and honesty. Bring the proofs of your statements.
2. Promote more ethical and low-carbon offers
Marketing is a powerful science. By activating the good levers, one can convince and influence the behaviors… Ethics is therefore indispensable!
Use your knowledge to promote eco-designed, relevant and low-carbon offers. Use your communication methods to help your target, to accompany it.
You surely know this phrase: marketing creates the need. It is time to put an end to it! Nowadays, ethical marketing helps to answer the existing needs as best as possible.
Responsible communication therefore begins long before the promotion. As soon as the conception of a product or a service, ask yourself: what does my target need? How can I fill this need, while limiting the climatic and social impacts?
To create your ethical marketing strategy, you will answer the question: how can I help the good people to discover my solution?
3. Bring value in its engaged communication
We are far from the advertisements that content themselves with highlighting a product. The value is no longer only in the promoted offers… But already in the communication media! Nowadays, the communication media are themselves products, since they generate value.
A visual that makes laugh, a white paper revealing a complete action plan, an article explaining the solution to a problem, an inspiring video… The possibilities are multiple. The creation of contents is the simplest way to sell while helping its target clientele. One can also envisage organizing free events or challenges for example.
3.1 How to create really useful contents?
In all cases, make sure that your com’ is useful for your target. For that, here are some essentials…
- You must know your target on the fingertips. Understand its problems, its stakes, its emotions. Thus, your communication media are at its level and accompany its transformation.
- The person who creates the content must be sufficiently informed on the theme. She will thus bring a new look, a thought-out reflection or still reliable figures and sources. The stake? Avoid reproducing a pale copy of what already exists on the Internet!
💡 To inform you about global warming, we recommend you first the Climate Fresco.
3.2 What types of contents to share?
All your strategy must be eco-designed: each content corresponds to an objective, relevant for the company. Favor slow content rather than snack content. In practice?
- Favor relevant contents on the long term, complete and creators of real transformations.
- Limit the purely entertaining and ephemeral contents, like on the social networks.
By the way, this is what we do on this blog! At Sami, we love informing about the climatic stakes… And above all, break the myths of the carbon footprint.
4. Create positive outcomes through its communication media
Responsible communication, it is to minimize the negative impacts of its marketing… But also, maximize its positive outcomes!
"In addition to reducing its own negative impacts, responsible communication
can and must influence opinions and behaviors in order to create new imaginaries for the resilience of territories, the transformation of companies and the advent of a more sober and fairer society. "
ADEME, Guide to responsible communication, 2022.
Communication can become a real lever for environmental and societal transition. How ?
- Carefully apply the previous principle, creating marketing that adds value.
- Share a clear message through understandable media and content.
- Encourage action towards a less carbon-intensive world
- Be pedagogical and regularly talk about the climate emergency.
- Communicate new inspiring stories, new success models, in line with ecological challenges.
Your communication can be a vector for new habits, new norms, new stories. Your company thus contributes to the environmental transition, far beyond the sale of your products and services, far beyond simple sustainable development commitments.
5. Review your performance indicators for more responsible marketing
How can we ensure that our message is actually received ?
It is time to review your performance indicators. In responsible communication, we no longer track only economic gains, the number of sales and the click rate. We also evaluate the quality of interactions with the audience, the positive impact generated, changes in behavior among our target audience, etc. In short: we no longer settle for the number of people reached… We also measure the depth with which we have reached them.
In practice ? After an advertising campaign or a marketing operation, take stock.
- Integrate qualitative measures : testimonials, thank you messages, behavioral changes initiated by your communication, etc.
- Expand your quantitative measures : number of comments, messages, viewing and reading time, etc.
What is the goal of this performance monitoring ? Stop actions that are not engaging for your audience, and bet everything on actions that generate strong interactions… Therefore, positive results. A bit like a zero waste approach after all: we do without the unnecessary.
6. Adopt zero waste marketing
6.1 Limit your digital carbon footprint
We are increasingly talking about the impact of digital technology on the climate. And for good reason: this sector accounted for 3 to 4% of greenhouse gas emissions worldwide, in 2019. Limiting the carbon footprint of your digital communication therefore proves indispensable.
But for that, you will need to show discernment. Don't let yourself be swept away by micro-gestures and inappropriate advice. No more spending a day sorting your emails. No more guilt every time you post on social networks. If you apply the previous advice: the carbon footprint of these small actions will be offset by your positive results.
Well, so what is the priority to limit your digital pollution ?
- Above all, extend the life of your equipment and favor reconditioned devices. The ARCEP report is clear: in the digital world, it is the terminals that have the most impact on the environment.
- Rationalize the use of video, and lighten them. This vector is indeed the most energy-intensive (The Shift Project, 2019).
- Lighten the weight of your website and your content. An eco-designed website hosted on low-carbon energy is a good action for the climate ! At Sami, we use (and recommend !) the chrome extension Green IT analysis.
6.2 Eco-design your paper communication media
Digital or paper ? In both cases, the environmental impact is indeed real. The choice of communication medium must take into account the entire life cycle of the product. Thus, the longer a document has a long life, and the more it is handled by a large number of people, the more the paper version is relevant.
Several options allow you to optimize the carbon footprint of paper communication media.
- Favor a standard format (A3, A4 or A5). Thus, you limit paper waste due to cutting.
- Adjust the grammage to the use. Are you planning many manipulations? Take a fairly solid paper.
- Choose the graphics to limit the use of ink and paper.
- Turn to an eco-responsible printing house, with standards and labels to support.
- Distribute your flyers and business cards reasonably: target the recipients, to limit the number of copies distributed.
6.3 Avoid unnecessary goodies
More broadly, avoid goodies as communication vectors. These promotional items consume raw materials to be manufactured… And often end up at the bottom of a drawer!
Yes, even the tote bag and water bottles. These objects are fashionable, as they seem to promote an eco-responsible lifestyle. However, many uses are necessary to achieve a positive carbon balance (at least, avoid more carbon than that emitted during manufacture). For the tote bag: it takes 150 uses, avoiding plastic bags, to start saving GHG emissions (Environmental Protection Agency, 2018). Random and free distribution often comes close to greenwashing…
As for organizing an event, there is a whole reflection to be carried out to limit its carbon footprint:
- choose a location accessible by public transport;
- eco-design the stands and the space;
- favor reuse;
- offer vegetarian catering, etc.
7. Communicate your CSR strategy… Without greenwashing
Greenwashing is communication that misleads about the environmental benefits of a product, service or organization.
Having a CSR strategy is good (it's even mandatory most of the time). Talking about it is better… But without greenwashing! By exaggerating your environmental commitments, you risk losing the trust of consumers, your customers and your partners.
So, how can you avoid greenwashing?
- Base your CSR strategy on standards and reliable labels. Thus, you ensure the relevance of your commitments. Use these reference systems as a proof of confidence with your stakeholders.
- Justify your environmental claims with evidence, explanations, and details. For example, if you highlight the "eco-responsible" aspect of your products: explain your commitments concretely, the measured results, etc.
- Be transparent about your climate impacts. Share, for example, your carbon footprint and the actions you still need to implement.
In summary: responsible communication is a lever for transition. Use your marketing to promote societal changes, as much as your offers. Your CSR commitments should not remain internal: share them, show them. By the way, it's part of our climate commitment checklist… Click on the link to discover the other items!
Sources
Report for sustainable digital, ARCEP, 2020.
The guide to responsible communication, ADEME, 2022 edition.
Climate: the unsustainable use of online video, Shift Project, 2019.
Life Cycle Assessment of grocery carrier bags, Environmental Protection Agency, 2018.
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