{"id":9096,"date":"2023-05-09T09:08:26","date_gmt":"2023-05-09T07:08:26","guid":{"rendered":"https:\/\/www.devlhon-consulting.com\/?p=9096"},"modified":"2023-05-09T09:11:39","modified_gmt":"2023-05-09T07:11:39","slug":"quand-trop-consensuelle-la-communication-rse-devient-inaudible","status":"publish","type":"post","link":"https:\/\/www.devlhon-consulting.com\/fr\/quand-trop-consensuelle-la-communication-rse-devient-inaudible\/","title":{"rendered":"Quand, trop consensuelle, la communication RSE devient inaudible !"},"content":{"rendered":"<p>[vc_row][vc_column][vc_column_text]<span style=\"font-size: 14pt; font-family: helvetica;\">Les 15 Caisses d\u2019\u00e9pargne lancent un Contrat Utilit\u00e9, \u00e0 travers lequel \u2013 face \u00e0 l\u2019ampleur des d\u00e9fis soci\u00e9taux \u2013 elles entendent contribuer durablement \u00e0 la transformation des territoires.<\/span><\/p>\n<p><span style=\"font-size: 14pt; font-family: helvetica;\">Stop\u00a0!<\/span><\/p>\n<p><span style=\"font-size: 14pt; font-family: helvetica;\">\u00ab\u00a0<em>Contribuer durablement \u00e0 la transformation des territoires.<\/em>\u00a0\u00bb Attention, message cod\u00e9\u00a0: \u00ab\u00a0durablement\u00a0\u00bb, \u00ab\u00a0transformation\u00a0\u00bb, \u00ab\u00a0territoires\u00a0\u00bb, on sent que chaque mot de ce\u00a0<a href=\"https:\/\/newsroom.groupebpce.fr\/actualites\/caisse-depargne-lance-son-contrat-dutilite-avec-16-actes-engageants-a773-7b707.html\" target=\"_blank\" rel=\"noopener\"><strong>communiqu\u00e9 de presse<\/strong><\/a>\u00a0a \u00e9t\u00e9 travaill\u00e9, poli, cisel\u00e9. Pourtant, la formule n\u2019apporte aucune information r\u00e9elle. Au sens propre, elle ne veut rien dire\u00a0!<\/span><\/p>\n<p><span style=\"font-size: 14pt; font-family: helvetica;\">Ce Contrat Utilit\u00e9 recouvre 16 types d\u2019actions, tr\u00e8s g\u00e9n\u00e9rales (accompagner durablement tous les acteurs d\u2019un m\u00eame territoire), davantage cibl\u00e9es (r\u00e9investir\u00a0l\u2019\u00e9pargne confi\u00e9e dans des projets locaux\u00a0qui am\u00e9liorent le quotidien : par exemple, 6,6 milliards d\u2019euros d\u00e9di\u00e9s au financement des collectivit\u00e9s locales en 2022), ou tout \u00e0 fait directes (donner de\u00a0l\u2019avenir aux jeunes\u00a0en soutenant leur insertion professionnelle\u00a0: nous recrutons 1 000 alternants en 2023).<\/span><\/p>\n<p><span style=\"font-size: 14pt; font-family: helvetica;\">Or tout ceci est tr\u00e8s bien sans doute. Rien \u00e0 redire. Mais justement, c\u2019est tout le probl\u00e8me\u00a0!<\/span><\/p>\n<p><span style=\"font-size: 14pt; font-family: helvetica;\">Plusieurs \u00e9tudes ont montr\u00e9,\u00a0<a href=\"https:\/\/comarketing-news.fr\/etude-les-francais-et-la-rse\/\" target=\"_blank\" rel=\"noopener\"><strong>r\u00e9cemment encore<\/strong><\/a>, que les Fran\u00e7ais trouvent tr\u00e8s bien les engagements des marques en faveur de la RSE mais que plus de la moiti\u00e9 d\u2019entre eux ne sait pas de quoi il s\u2019agit, tandis que la moiti\u00e9 des salari\u00e9s ne savent m\u00eame pas si leur entreprise est engag\u00e9e en la mati\u00e8re\u00a0!<\/span><\/p>\n<p><span style=\"font-size: 14pt; font-family: helvetica;\">Or le style de communication des marques a certainement quelque chose \u00e0 y voir. Combien de temps encore resteront-elles \u00e0 d\u00e9velopper des formules comme les suivantes, sans r\u00e9aliser que tellement consensuelles, lisses, m\u00e9ritantes et tellement comparables \u00e0 ce que disent d\u00e9sormais toutes les marques, elles en deviennent compl\u00e8tement transparentes et ne sont plus du tout remarqu\u00e9es\u00a0?<\/span><\/p>\n<p><span style=\"font-size: 14pt; font-family: helvetica;\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-12770\" src=\"https:\/\/www.devlhon-consulting.com\/wp-content\/uploads\/2023\/05\/69efd6288c5a7ce02cb1c2c4e3d6c8d9-1.png\" sizes=\"auto, (max-width: 884px) 100vw, 884px\" srcset=\"https:\/\/www.devlhon-consulting.com\/wp-content\/uploads\/2023\/05\/69efd6288c5a7ce02cb1c2c4e3d6c8d9-1.png 884w, https:\/\/score-advisor.com\/wp-content\/uploads\/2023\/04\/Capture-decran-2023-04-10-173832-300x207.png 300w, https:\/\/score-advisor.com\/wp-content\/uploads\/2023\/04\/Capture-decran-2023-04-10-173832-768x531.png 768w, https:\/\/score-advisor.com\/wp-content\/uploads\/2023\/04\/Capture-decran-2023-04-10-173832-600x415.png 600w\" alt=\"\" width=\"884\" height=\"611\" \/><\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-family: helvetica;\">Score Advisor<\/span>[\/vc_column_text][\/vc_column][\/vc_row]<\/p>\n","protected":false},"excerpt":{"rendered":"<p><span style=\"font-size: 14pt; font-family: helvetica;\">Les 15 Caisses d\u2019\u00e9pargne lancent un Contrat Utilit\u00e9, \u00e0 travers lequel \u2013 face \u00e0 l\u2019ampleur des d\u00e9fis soci\u00e9taux \u2013 elles entendent contribuer durablement \u00e0 la transformation des territoires.<\/span><\/p>\n","protected":false},"author":6,"featured_media":9107,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"seo_booster_metabox":"","footnotes":""},"categories":[47,446],"tags":[546,448],"class_list":["post-9096","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites-devlhon-consulting","category-rse","tag-communication","tag-rse"],"amp_validity":null,"amp_enabled":true,"_links":{"self":[{"href":"https:\/\/www.devlhon-consulting.com\/fr\/wp-json\/wp\/v2\/posts\/9096","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.devlhon-consulting.com\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.devlhon-consulting.com\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.devlhon-consulting.com\/fr\/wp-json\/wp\/v2\/users\/6"}],"replies":[{"embeddable":true,"href":"https:\/\/www.devlhon-consulting.com\/fr\/wp-json\/wp\/v2\/comments?post=9096"}],"version-history":[{"count":6,"href":"https:\/\/www.devlhon-consulting.com\/fr\/wp-json\/wp\/v2\/posts\/9096\/revisions"}],"predecessor-version":[{"id":9112,"href":"https:\/\/www.devlhon-consulting.com\/fr\/wp-json\/wp\/v2\/posts\/9096\/revisions\/9112"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.devlhon-consulting.com\/fr\/wp-json\/wp\/v2\/media\/9107"}],"wp:attachment":[{"href":"https:\/\/www.devlhon-consulting.com\/fr\/wp-json\/wp\/v2\/media?parent=9096"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.devlhon-consulting.com\/fr\/wp-json\/wp\/v2\/categories?post=9096"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.devlhon-consulting.com\/fr\/wp-json\/wp\/v2\/tags?post=9096"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}