From responsible communication to militant communication

To get away from the generic CSR discourse and respond more to the concerns of the general public, the communication of certain brands on the subject seems to be going a little further. While the major challenges facing companies (ethics, transparency, responsibility) are not new, they seem to have taken a different stance over the last ten years. In this sense, advertising is a formidable lever for creating new imaginations and turning words into action. In short, what we’ve expected from responsible communication from the outset: to have a positive impact on people and the planet.

Recently, however, a new model of responsible communication has been taking shape, with no room for greenwashing. Welcome militant communication for (truly) committed brands who intend to shout it loud. This is the case, for example, with Patagonia, which has been pulling out all the stops in recent years, most notably in 2022, when CEO Yvon Chouinard ceded 100% of his company’s capital and voting rights to two NGOs committed to the environment. Recently, too, the brand has taken a very strong position in Iceland, with the production of impactful documentaries to raise awareness of the need to protect wild salmon in Iceland and “redefine its relationship with nature”.

Another example is the To Good To Go spot produced in 2021, which raises consumer awareness of best-before dates. If brands are becoming more committed and reinforcing their messages, it’s also because they are following a “proof of acts” logic and defending causes that are similar to their own.