{"id":296112,"date":"2009-09-11T02:00:00","date_gmt":"2009-09-11T01:00:00","guid":{"rendered":"https:\/\/ac-franchise.be\/le-marketing-du-developpement-durable"},"modified":"2009-09-11T02:00:00","modified_gmt":"2009-09-11T01:00:00","slug":"le-marketing-du-developpement-durable","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/le-marketing-du-developpement-durable","title":{"rendered":"Le marketing du d\u00e9veloppement durable"},"content":{"rendered":"<div id=\"21691\" class=\"widget full_text row-fluid\" data-name=\"full_text\">\n<div class=\"span12\">\n<div class=\"editable\" data-type=\"wysihtml5\" data-pk=\"21691\" data-url=\"\/crezeo_widgets\/21691\/update_parameter\"          data-name=\"text\">       Deux tiers des consommateurs s&rsquo;estiment capables de faire la diff\u00e9rence entre le bon et le mauvais produit. En revanche la diff\u00e9renciation entre marques et enseignes doit encore s&rsquo;affirmer.<\/p>\n<p> Il devient indispensable de <strong><em>r\u00e9pondre \u00e0 la demande du consommateur en mati\u00e8re de respect de l&rsquo;environnement<\/em><\/strong>. M\u00eame les industriels am\u00e9ricains, jusqu&rsquo;alors plut\u00f4t frileux en mati\u00e8re de d\u00e9veloppement durable se sont soudain d\u00e9couverts des vocations \u00e9cologiques. Certes il s&rsquo;agit bien d&rsquo;opportunisme. Mais le ph\u00e9nom\u00e8ne est d\u00e9sormais clair : l&rsquo;environnement est devenu le meilleur facteur de diff\u00e9renciation pour les marques comme pour les enseignes, d&rsquo;autant que le hard discount reste jusqu&rsquo;\u00e0 pr\u00e9sent tout \u00e0 fait en dehors de cette \u00e9volution. <\/p>\n<p> Cependant chacun t\u00e2tonne et <strong><em>le consommateur veut davantage de preuves sur les actions men\u00e9es par les entreprises<\/em><\/strong>. Il est pr\u00eat \u00e0 entendre le discours des marques et des enseignes. Il per\u00e7oit les diff\u00e9rences de valeur entre les offres, mais il se sent souvent d\u00e9pourvu devant les innovations. La difficult\u00e9 est donc d&rsquo;informer clairement et de rassurer sur l&rsquo;authenticit\u00e9 des engagements. Le recours au label est une des solutions adopt\u00e9es. Mais, rien qu&rsquo;en Europe, on en recense pr\u00e8s de 700. <\/p>\n<p><strong><em>La n\u00e9cessit\u00e9 d&rsquo;une norme officielle est apparue et semble bien r\u00e9v\u00e9latrice de l&rsquo;\u00e9tat d&rsquo;esprit actuel<\/em><\/strong>. La certification d&rsquo;une ONG peut faire autorit\u00e9. Il est n\u00e9cessaire d&rsquo;aller sur le terrain, de d\u00e9montrer la pertinence de certaines initiatives. Ainsi Kraft a profit\u00e9 de la Transat Jacques Vabre pour mettre en valeur ses actions de reforestation et sa charte de compensation carbone. <\/p>\n<p><strong><em>Du c\u00f4t\u00e9 des marques, la r\u00e9ponse marketing est de plus en plus \u00e9labor\u00e9e<\/em><\/strong>. La marque Agir de Carrefour est un exemple d&rsquo;une segmentation qui valorise le d\u00e9veloppement durable.<\/p>\n<p> Dominique Deslandes     <\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Deux tiers des consommateurs s&rsquo;estiment capables de faire la diff\u00e9rence entre le bon et le mauvais produit. En revanche la diff\u00e9renciation entre marques et enseignes doit encore s&rsquo;affirmer. Il devient indispensable de r\u00e9pondre \u00e0 la demande du consommateur en mati\u00e8re de respect de l&rsquo;environnement. M\u00eame les industriels am\u00e9ricains, jusqu&rsquo;alors plut\u00f4t frileux en mati\u00e8re de d\u00e9veloppement [&hellip;]<\/p>\n","protected":false},"author":48,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"ocean_post_layout":"","ocean_both_sidebars_style":"","ocean_both_sidebars_content_width":0,"ocean_both_sidebars_sidebars_width":0,"ocean_sidebar":"","ocean_second_sidebar":"","ocean_disable_margins":"enable","ocean_add_body_class":"","ocean_shortcode_before_top_bar":"","ocean_shortcode_after_top_bar":"","ocean_shortcode_before_header":"","ocean_shortcode_after_header":"","ocean_has_shortcode":"","ocean_shortcode_after_title":"","ocean_shortcode_before_footer_widgets":"","ocean_shortcode_after_footer_widgets":"","ocean_shortcode_before_footer_bottom":"","ocean_shortcode_after_footer_bottom":"","ocean_display_top_bar":"default","ocean_display_header":"default","ocean_header_style":"","ocean_center_header_left_menu":"","ocean_custom_header_template":"","ocean_custom_logo":0,"ocean_custom_retina_logo":0,"ocean_custom_logo_max_width":0,"ocean_custom_logo_tablet_max_width":0,"ocean_custom_logo_mobile_max_width":0,"ocean_custom_logo_max_height":0,"ocean_custom_logo_tablet_max_height":0,"ocean_custom_logo_mobile_max_height":0,"ocean_header_custom_menu":"","ocean_menu_typo_font_family":"","ocean_menu_typo_font_subset":"","ocean_menu_typo_font_size":0,"ocean_menu_typo_font_size_tablet":0,"ocean_menu_typo_font_size_mobile":0,"ocean_menu_typo_font_size_unit":"px","ocean_menu_typo_font_weight":"","ocean_menu_typo_font_weight_tablet":"","ocean_menu_typo_font_weight_mobile":"","ocean_menu_typo_transform":"","ocean_menu_typo_transform_tablet":"","ocean_menu_typo_transform_mobile":"","ocean_menu_typo_line_height":0,"ocean_menu_typo_line_height_tablet":0,"ocean_menu_typo_line_height_mobile":0,"ocean_menu_typo_line_height_unit":"","ocean_menu_typo_spacing":0,"ocean_menu_typo_spacing_tablet":0,"ocean_menu_typo_spacing_mobile":0,"ocean_menu_typo_spacing_unit":"","ocean_menu_link_color":"","ocean_menu_link_color_hover":"","ocean_menu_link_color_active":"","ocean_menu_link_background":"","ocean_menu_link_hover_background":"","ocean_menu_link_active_background":"","ocean_menu_social_links_bg":"","ocean_menu_social_hover_links_bg":"","ocean_menu_social_links_color":"","ocean_menu_social_hover_links_color":"","ocean_disable_title":"default","ocean_disable_heading":"default","ocean_post_title":"","ocean_post_subheading":"","ocean_post_title_style":"","ocean_post_title_background_color":"","ocean_post_title_background":0,"ocean_post_title_bg_image_position":"","ocean_post_title_bg_image_attachment":"","ocean_post_title_bg_image_repeat":"","ocean_post_title_bg_image_size":"","ocean_post_title_height":0,"ocean_post_title_bg_overlay":0.5,"ocean_post_title_bg_overlay_color":"","ocean_disable_breadcrumbs":"default","ocean_breadcrumbs_color":"","ocean_breadcrumbs_separator_color":"","ocean_breadcrumbs_links_color":"","ocean_breadcrumbs_links_hover_color":"","ocean_display_footer_widgets":"default","ocean_display_footer_bottom":"default","ocean_custom_footer_template":"","ocean_post_oembed":"","ocean_post_self_hosted_media":"","ocean_post_video_embed":"","ocean_link_format":"","ocean_link_format_target":"self","ocean_quote_format":"","ocean_quote_format_link":"post","ocean_gallery_link_images":"on","ocean_gallery_id":[],"footnotes":""},"categories":[3],"tags":[137],"class_list":["post-296112","post","type-post","status-publish","format-standard","hentry","category-actualites-de-la-franchise","tag-marketing","entry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Le marketing du d\u00e9veloppement durable<\/title>\n<meta name=\"description\" content=\"Deux tiers des consommateurs s&#039;estiment capables de faire la diff\u00e9rence entre le bon et le mauvais produit. 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