Sobriety will have been the word of the year 2022. In the light of the scarcity of raw materials and inflation, combined with geopolitical crises, frugality should also be on the program in 2023.
Sustainable development. Green innovation. Sobriety. Second hand. Circular economy. With the sandstone of environmental awareness, but also of inflation, the vocabulary of marketing is growing more and more. of the essential ecological transition and enriched with new words. Also, maybe the term “ephemeral data” did it reach your ears? It is a data “which contains its own end-of-life date, and disappears from the servers to save energy“according to the 2023 trend book The economics of positive transfers from KPMG Innovation Lab.
A good example of sobriety towards which more and more advertisers, media and agencies are trying to tend in their advertising buying plans. “We observe an awareness of the communication sector on the footprint we leaveshares Benjamin Le Clercq, DGA and director of strategic planning for the independent agency dps, a company with a mission in the process of B-Corp certification. This awareness is essential to properly support brands.” As proof, in recent months, the development of solutions for measuring the carbon impact of digital communications. Filming, travel, data center, device… From creative production to content viewing, via distribution, the entire advertising system is – and will be – now scrutinized.
“In 2023, we will see more impact communicationsalso predicts Benjamin Le Clercq. Brands ask us to support them around ‘making it known’ in order to convey to customers their commitments to society beyond the simple scope of their profession.“ Already, the number of advertising creations addressing social and environmental issues almost tripled between 2016 and 2022 and now stands at 2% of all new ads, says Kantar through its AdScope database. And the trend should continue: “CSR will be the soil of tomorrow’s communication“, rejoices the DGA of dps, who seeks to evangelize the market on the need to make communication a lever of transformation… while avoiding greenwashing.
The direct economic gains that could be generated by 2030 from the transition to sustainable low-carbon growth, according to the World Commission on the Economy and Climate.
Legislation should help. A decree issued in April 2022, in addition to the Climate and Resilience Law of 2021, states that from January 1, 2023, advertisers will be prohibited from touting a product or service as “carbon neutral” in their advertising. , if they are unable to provide its carbon footprint and any compensation measures. Soon more transparency? Let advertisers be reassured: their challenge in the future will be “to sell ecological products and services to consumers who don’t care if they are ecological or not“predicts Kantar in his report “Media Trends and Predictions 2023”. “It is therefore to be expected that more and more advertising messages will extol the adjacent advantages of a green product or service, rather than their environmental and CSR impact.“, continues the institute for studies and advice. If in a context of inflation, the price remains, unsurprisingly, a determining factor in the purchase, it should not overshadow the ecological and societal commitment more and more consumers caught up in contradictory injunctions. More than ever, in 2023 and beyond, the communication and marketing sector will have to carry out its CSR transition, from words… to deeds.