Responsible marketing: a positive, accessible approach

Responsible marketing is not a race to perfection, nor a closed club reserved for 100% virtuous companies. Above all, it's a progressive approach, accessible to everyone, without making them feel guilty. It's easier than it looks to do better, without revolutionizing everything overnight!

28 February 2025 - 2min

Responsible marketing is the art of promoting products and services while respecting the environment, consumers and society. Basically, it's marketing with common sense, focusing on authenticity and long-term value creation.

According to the French Environment and Energy Management Agency (ADEME), it's marketing that “drives the transition of companies towards models that meet the challenges of sustainable development”. Basically, you don't have to be perfect, just start somewhere.

Definition: marketing that does good

1. Transparency: simple, honest communication

Consumers appreciate sincerity. There's no need to play the greenwashing card or oversell commitments: saying what you really do is already a big step forward.

2. Ethics: selling without manipulating

The aim is not to make people feel guilty, but to encourage more respectful practices. We can convince without forcing, inspire without deceiving, and promote without exaggerating. In short, it's about building trust.

3. Respect for the environment: small steps that count

We all know that it's not possible to change the world one day, and that's not what we're being asked to do. But it is possible to gradually integrate more sustainable practices: limit unnecessary packaging, choose responsible suppliers, reduce waste... Everyone at their own pace!

4. Societal commitment: because people count too

Responsible marketing also means thinking about employees, partners and society in general. A fulfilled employee and inclusive practices mean an employee who stays, and that's good for everyone!

And always remember: the best energy is the energy we don't consume!

The pillars of responsible marketing :

Why get involved?

* Because consumers are no longer fooled: they'll go and check what you say.

* Because it adds real value to your image: being a committed company attracts more and more loyal customers.

* Because regulations and laws are moving in this direction: it's better to anticipate than to suffer.

* Because every little step counts: you can't change everything overnight, but you can make progress.

Responsible marketing is neither a luxury nor a fad, but a necessary natural evolution. You don't have to be perfect to start, just take one step at a time. So why not give it a try? You'll see, it's much simpler than it looks! 😊

How to adopt it ?

Together! I'll help you take an honest assessment of your global impact, set objectives and develop a transparent communications strategy aligned with your values.

Sources : ADEME, ADETEM, MDB OPEN MARKETING