Can communicating change the world?

Yes, under certain conditions.

Over the past few years, and particularly in this period of permacrisis, brands have had a new role to play. They are expected to address social, economic, societal and environmental issues. According to the 2021 BrandGagement barometer, 89% of French consumers expect a brand to contribute to the common good (made in France, fair remuneration of producers, respect for the environment, responsible employment policy).

Campaigns carrying CSR messages increased by 26% between the first quarter of 2021 and the first quarter of 2022. And this trend shows no signs of abating. More and more brands are taking action and want to make it known.

But let’s be realistic. Brands alone cannot truly change the world. They can alert, raise awareness, support… but without the commitment of stakeholders, their words and investments are in vain.

For example, on the subject of low-carbon mobility, the 2023 study by the “destin commun” think tank shows that the French expect much more investment from the government. So on this subject, the French are aware that it’s not just up to automakers to make a commitment. With the end of the internal combustion engine in sight, the French are worried that they won’t be able to afford an electric car, or that they’ll only be able to use public transport. That’s why we need a collective public effort, involving government and brands, to bring about real positive change.