{"id":1262,"date":"2021-12-03T15:24:22","date_gmt":"2021-12-03T14:24:22","guid":{"rendered":"https:\/\/irisae-conseil.net\/?p=1262"},"modified":"2021-12-03T15:24:24","modified_gmt":"2021-12-03T14:24:24","slug":"retour-sur-la-conference-sur-la-communication-responsable-natexpo-paris","status":"publish","type":"post","link":"https:\/\/irisae-conseil.net\/index.php\/2021\/12\/03\/retour-sur-la-conference-sur-la-communication-responsable-natexpo-paris\/","title":{"rendered":"Retour sur la conf\u00e9rence sur la Communication Responsable &#8211; Natexpo Paris"},"content":{"rendered":"\n<p><strong><em><strong><em><strong><em>Avec le r\u00e9seau RaSinEs, nous avons anim\u00e9 trois conf\u00e9rences \u00e0 l\u2019occasion du salon Natexpo fin octobre \u00e0 Paris. Nous vous proposons aujourd\u2019hui un retour sur la conf\u00e9rence autour de la communication responsable<\/em><\/strong><\/em><\/strong><\/em><\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"949\" height=\"536\" src=\"https:\/\/irisae-conseil.net\/wp-content\/uploads\/2021\/12\/image.png\" alt=\"\" class=\"wp-image-1264\" srcset=\"https:\/\/irisae-conseil.net\/wp-content\/uploads\/2021\/12\/image.png 949w, https:\/\/irisae-conseil.net\/wp-content\/uploads\/2021\/12\/image-300x169.png 300w, https:\/\/irisae-conseil.net\/wp-content\/uploads\/2021\/12\/image-768x434.png 768w\" sizes=\"auto, (max-width: 949px) 100vw, 949px\" \/><\/figure>\n\n\n\n<div style=\"height:41px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading\"><em><strong>\u00ab\u00a0Eduquer, sensibiliser et guider les consommateurs gr\u00e2ce \u00e0 une communication \u00e0 impact positif<\/strong>\u00a0\u00bb<\/em><\/h4>\n\n\n\n<p>Marion Fries de Smart QSE et Ga\u00eblle Beaune d\u2019IRISAE, membres vauclusiennes et limousines du r\u00e9seau RaSinEs, ont choisi de vous parler de ce th\u00e8me comme il est \u00e9troitement li\u00e9 \u00e0 toute d\u00e9marche RSE, <strong>la communication \u00e9tant rarement l\u2019objectif mais souvent un aboutissement dans ce type de d\u00e9marche<\/strong>.<\/p>\n\n\n\n<p>Et tant qu\u2019\u00e0 s\u2019inscrire dans une logique de RSE, autant communiquer de mani\u00e8re responsable.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"958\" height=\"543\" src=\"https:\/\/irisae-conseil.net\/wp-content\/uploads\/2021\/12\/Page-com-resp-Preze-Natexpo-2021.png\" alt=\"\" class=\"wp-image-1265\" srcset=\"https:\/\/irisae-conseil.net\/wp-content\/uploads\/2021\/12\/Page-com-resp-Preze-Natexpo-2021.png 958w, https:\/\/irisae-conseil.net\/wp-content\/uploads\/2021\/12\/Page-com-resp-Preze-Natexpo-2021-300x170.png 300w, https:\/\/irisae-conseil.net\/wp-content\/uploads\/2021\/12\/Page-com-resp-Preze-Natexpo-2021-768x435.png 768w\" sizes=\"auto, (max-width: 958px) 100vw, 958px\" \/><\/figure>\n\n\n\n<p>Mais toute communication doit \u00eatre adapt\u00e9e \u00e0 la cible que ce soit sur le fond ou sur la forme. Et diff\u00e9rents \u00e9cueils sont \u00e0 \u00e9viter. Zoom sur les all\u00e9gations environnementales et le greenwashing&nbsp;:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong><em>All\u00e9gations environnementales<\/em><\/strong><\/li><\/ul>\n\n\n\n<p><strong>Eco-con\u00e7u, neutre en carbone, naturel, responsable<\/strong> \u2026 Tous ces termes envahissent de plus en plus les messages publicitaires ou les packagings de vos produits pr\u00e9f\u00e9r\u00e9s, mais <strong>quelles pr\u00e9cautions prendre<\/strong> avant de les utiliser sur vos propres supports\u00a0?<\/p>\n\n\n\n<p>Tout d\u2019abord, consulter le <strong><a href=\"https:\/\/www.economie.gouv.fr\/files\/files\/directions_services\/dgccrf\/documentation\/publications\/brochures\/2012\/Guide_allegat_environ_fr_2012.pdf\">guide des all\u00e9gations <\/a><\/strong>et se renseigner sur la d\u00e9finition pr\u00e9cise du terme, le p\u00e9rim\u00e8tre d\u2019application de l\u2019all\u00e9gation, les r\u00e8gles d\u2019utilisation, et les sanctions encourues.<\/p>\n\n\n\n<p><strong><u>Exemple<\/u><\/strong>&nbsp;: le mot \u00ab&nbsp;<strong>durable<\/strong>&nbsp;\u00bb. Le terme durable ne doit \u00eatre employ\u00e9 qu\u2019en r\u00e9f\u00e9rence au <strong>d\u00e9veloppement durable<\/strong>. Il implique un v\u00e9ritable <strong>engagement<\/strong> de l\u2019organisation ou de l\u2019entreprise.<\/p>\n\n\n\n<p>Les informations devant figurer sur le produit : Des explications sur la d\u00e9marche de l\u2019entreprise relevant d\u2019actions pour la pr\u00e9servation de l\u2019environnement, le progr\u00e8s social ou encore le d\u00e9veloppement \u00e9conomique. Pour \u00e9viter toute confusion, seule l\u2019expression \u00ab&nbsp;D\u00e9veloppement Durable&nbsp;\u00bb doit \u00eatre employ\u00e9e.<\/p>\n\n\n\n<p>Il est pr\u00e9f\u00e9rable \u00e9galement d\u2019orienter vers une page d\u00e9di\u00e9e au D\u00e9veloppement Durable, sur le site internet de l\u2019annonceur<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong><em>Greenwashing<\/em><\/strong><\/li><\/ul>\n\n\n\n<p>Ce terme est utilis\u00e9 pour qualifier tout message publicitaire pouvant <strong>induire en erreur sur la qualit\u00e9 \u00e9cologique r\u00e9elle<\/strong> d\u2019un produit ou d\u2019un service <strong>ou sur la r\u00e9alit\u00e9 de la d\u00e9marche d\u00e9veloppement durable d\u2019une organisation<\/strong>, quelles que soient ses modalit\u00e9s de diffusion.<\/p>\n\n\n\n<p>Les principaux signes&nbsp;:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>La promesse mensong\u00e8re ou disproportionn\u00e9e<\/li><li>L\u2019absence de preuve ou de pr\u00e9cision<\/li><li>Une pr\u00e9sentation visuelle ou sonore suggestive<\/li><li>La banalisation de comportements environnementaux n\u00e9gatifs<\/li><li>Le d\u00e9nigrement de comportements environnementaux positifs<\/li><\/ul>\n\n\n\n<p>Attention aussi \u00e0 veiller \u00e0 ne pas <strong>devenir la cible de militants<\/strong> par maladresse dans le message publicitaire&nbsp;:<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/irisae-conseil.net\/wp-content\/uploads\/2021\/12\/Page-greentrolling-Preze-Natexpo-2021-1024x576.png\" alt=\"\" class=\"wp-image-1266\" srcset=\"https:\/\/irisae-conseil.net\/wp-content\/uploads\/2021\/12\/Page-greentrolling-Preze-Natexpo-2021-1024x576.png 1024w, https:\/\/irisae-conseil.net\/wp-content\/uploads\/2021\/12\/Page-greentrolling-Preze-Natexpo-2021-300x169.png 300w, https:\/\/irisae-conseil.net\/wp-content\/uploads\/2021\/12\/Page-greentrolling-Preze-Natexpo-2021-768x432.png 768w, https:\/\/irisae-conseil.net\/wp-content\/uploads\/2021\/12\/Page-greentrolling-Preze-Natexpo-2021.png 1366w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading\"><strong><em>Conclusion<\/em><\/strong><\/h4>\n\n\n\n<p>Pour toucher le consommateur, il faut <strong>veiller \u00e0 informer en amont l\u2019ensemble de ses parties prenantes<\/strong>. La RSE doit \u00eatre synonyme de transparence et de sinc\u00e9rit\u00e9. Informer progressivement ses parties prenantes est un enjeu primordial pour toucher le consommateur mais \u00e9galement le convaincre de la sinc\u00e9rit\u00e9 de la d\u00e9marche.<\/p>\n\n\n\n<p>Chaque <strong>argument doit \u00eatre accompagn\u00e9 de preuve(s) et \u00eatre accessible<\/strong> \u00e0 la cible \u00e0 qui vous vous adressez.<\/p>\n\n\n\n<p>Le cadre r\u00e8glementaire autour de la communication responsable \u00e9volue en permanence. <strong>Anticiper les futures r\u00e9glementations<\/strong> est un enjeu fort pour une communication durable.<\/p>\n\n\n\n<p>Chaque entreprise peut communiquer de mani\u00e8re s\u00e9curis\u00e9e sur sa d\u00e9marche \u00e0 partir du moment o\u00f9 elle fait le choix d\u2019un <strong>discours mod\u00e9r\u00e9<\/strong> <strong>et proportionnel \u00e0 ses impacts et ses actions<\/strong>.<\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><span class=\"highlight\">Voir la conf\u00e9rence du dimanche 24\/10 en replay\u00a0: <a href=\"https:\/\/www.youtube.com\/watch?v=mhzLEwaXcOs&amp;list=PL_YKsq9UDCFc3j7FgdmkBdDy4bPWgOslA&amp;index=36\">https:\/\/www.youtube.com\/watch?v=mhzLEwaXcOs&amp;list=PL_YKsq9UDCFc3j7FgdmkBdDy4bPWgOslA&amp;index=36<\/a><\/span><\/p>\n\n\n\n<div style=\"height:39px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Le r\u00e9seau RaSinEs = des consultants RSE sur les territoires pour vous accompagner dans votre communication responsable<\/strong><\/p>\n\n\n\n<p>Pour plus d\u2019informations sur nos offres, consultez <a href=\"https:\/\/rasines-rse.fr\/\">https:\/\/rasines-rse.fr\/<\/a> ou contactez-nous <a href=\"mailto:contact@rasines-rse.fr\">contact@rasines-rse.fr<\/a><\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Irisae propose de vous accompagner dans la mise en place de votre d\u00e9marche RSE. <a href=\"https:\/\/irisae-conseil.net\/index.php\/page-d-exemple\/contact\/\">Contactez-nous&nbsp;!<\/a><\/strong><\/p>\n\n\n\n<div style=\"height:38px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Avec le r\u00e9seau RaSinEs, nous avons anim\u00e9 trois conf\u00e9rences \u00e0 l\u2019occasion du salon Natexpo fin octobre \u00e0 Paris. Nous vous proposons aujourd\u2019hui un retour sur la conf\u00e9rence autour de la communication responsable \u00ab\u00a0Eduquer, sensibiliser et guider les consommateurs gr\u00e2ce \u00e0 une communication \u00e0 impact positif\u00a0\u00bb Marion Fries de Smart QSE [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_uf_show_specific_survey":0,"_uf_disable_surveys":false,"footnotes":""},"categories":[3],"tags":[],"class_list":["post-1262","post","type-post","status-publish","format-standard","hentry","category-actualite"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Retour sur la conf\u00e9rence sur la Communication Responsable - Natexpo Paris - IRISAE CONSEIL<\/title>\n<meta name=\"description\" content=\"Avec le r\u00e9seau RaSinEs, nous avons anim\u00e9 trois conf\u00e9rences \u00e0 l\u2019occasion du salon Natexpo fin octobre \u00e0 Paris. 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