The relationship of the French with responsible ethics for them and brands is activated – Image

M6 Publicité presents 3th publication of his study “The Time of Responsible Brands” which aims to decipher the evolution of more responsible behavior, the perspective of established brands, the effects of communication levers, while focusing on digital challenges pollution. Among the findings of the survey: the most dynamic responsible ethics compared to 2019 can be attributed to the service sectors (+12 points), insurance and banks based on ethics and solidarity (+11 points), green energy (+11 points) and that of fabrics using the second hand (+9 points). In this context, three themes are rapidly evolving, regardless of sectors: ethics (+12 points), Labels (+9 points) and Animal Welfare (+8 points). It should be noted that as for the labels, only a quarter of those surveyed considered it reliable, while their influence in buying the products was “still in the minority”. Life changes, such as the birth of a child, obviously have an impact on adopting more responsible consumption. Thus, 75% of French say they have changed their way of consuming “a lot” since the arrival of their (children), while 47% of parents say they are called to order if they are not good ecological actions, ie 3 points against 2020.

And then, the study showed that there is still a long way to go for more responsible behavior, when now 56% of French people say they are “little or no commitment”. If the weakly mobilized (39% of the French population) have a profile similar to the entire French population, the “demobilized” (17% of the French population) stand to have an over -representation of men, the 35 and 44 years. elderly, childless and CSP-. But all is not lost, as 70% of the panel say they know how to identify a more responsible brand, i.e. +8 points against 2019.

By sector, the distribution still monopolizes the first position in the ranking of the sector, but in sharp decline (-15 points against 2019). In contrast, brands in the energy and technology sector grew rapidly during this period and advanced to second (+8 points) and fourth positions (+7 points) respectively in the ranking.

What are the French waiting for?

At the top of the actions expected by the companies in question were respect for the environment (42%), reducing the carbon footprint (35%) and offering good working conditions (31%). Training in good practices to adapt to environmental protection is also requested by 55% of French. For 57% of French people, the influence of celebrities on responsible brand communications is also a powerful lever to motivate them to take action, with stronger results for the younger generation ( 69%). 18-24 year olds who wish to refuse to be “caricature,” are included under the concept of Gen Z ”, give weight to the study, and want to put in place a“ normalization of inclusiveness and a better representation of the plural and its various profiles. They also expressed the “need for access to tangible, accurate and reputable information within the media”, both on environmental issues but also on brands that communicate their commitments.

Similarly, if the idea of ​​“digital pollution” seems vague for 15-24 year olds despite the vast majority of Internet consumers, M6 Publicité promotes a “lack of education” in this matter. But when it was explained, more than 8 out of 10 young people said they were “worried” about the topic. They don’t feel responsible, they don’t hesitate to throw the ball of responsibility for this so-called pollution back at companies. For them, it involves data storage in data centers, the selection and production of materials used by companies.

So, to fight against this digital pollution? The purchase of refurbished electronic devices is the most advanced action among 18-24 year olds with an increase of 18 points compared to 2020. 52% of 18-24 year olds have already purchased a refurbished phone . Reducing screen time is also a practice declared to increase (+10 points) to reduce their digital pollution but also to “preserve their mental health”, the survey progressed. In addition, surfing websites that use green energy is also an intention requested by the younger generation (+11 points). Finally, when asked about the important topic of the present time, the metaverse, 15-25 years old said they were seduced (95% of them found themselves interacting with their friends or family through in the metaverse). But they say, at the same time, they are aware of the dangers and excesses: loss of physical contact, negative mental health effects and environmental consequences.

Method: the quantitative barometric component of this study was conducted at the Sociovision Institute. The data collection, from 1,000 French people aged 18 to 65 representatives of the French population, took place from January 18 to 21, 2022. The June Marketing Institute conducted an ad hoc study for in M6 Publicité on CSR issues of the younger generation. June runs her Jam digital community and hosts a Lab that brings together 10 young people aged 15-25 in March 2022.

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