Brand commitment is at the heart of consumer demands. But have all sectors really become aware of the need to make a commitment to society and the environment? Cision and the Advertisers’ Club take stock of the progress made by tourism brands on the subject. Update on the main findings of the barometer.
Beliefs on the necessary societal and / or environmental commitment
100% of communicators in the tourism sector believe that a company must have a societal and/or environmental commitment. This unanimity represents 3 points more than the conviction of communicators from all business sectors combined (100% vs. 97%). They are also much more likely to say that it is even a question of survival (88% vs. 76%). And two times less to declare that this commitment is only a “marketing trend” (13% vs 27% all sectors of activity combined). On the other hand, they feel more CSR washing (86% vs. 80%).
More actions on CSR
Tourism players are, according to the barometer, more active than the others: 3/4 (75%) have already undertaken concrete actions in terms of environmental and/or societal commitment – which is higher than the average for companies all activities combined (68%) – and more than half have a CSR unit (which is, this time, less than in other sectors: 54% versus 59%). They are also more numerous (69% vs. 52%) to indicate that it has changed them profoundly, going so far as to impact their development strategy – change of business model, scope, strategic reorientation, etc.
Respect for the environment, a priority commitment
The health crisis has directly impacted tourism players. The latter are more numerous than in the other sectors (45% vs. 33% in all sectors of activity) to declare that the crisis has influenced the commitments made by their company, and in particular the commitments in favor of the environment and the “practices internal ecological”. Another commitment made by brands in the sector: the reduction of the carbon footprint (ex aequo with the local anchorage of 15%). This is, again, a difference with the other sectors, whose average favors the well-being of employees first (21%) and second, the reduction of the carbon footprint (19%).
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The tourism sector joins all the other sectors, with fairly low scores, for diversity and inclusion (8% vs. 7%) and gender equality (5% in both cases) as a priority commitment
The reason to get involved:Contribute positively to society”
Tourism brands follow the same trend as other brands: their first reason for getting involved is the desire to “contribute positively to society” (but with a much higher rate: 47% vs. 30%). Next comes “the legal framework” (24% for tourism vs 19% for other sectors, tied with the climate emergency). Despite the difficulties encountered by tourism players in recruiting, “motivating, retaining employees, promoting the employer brand” comes last among the priority reasons.
The reason for communicating 😀give meaning to your brand
Although the percentages are different, we find the same podium of reasons for communicating about commitment, whether for tourism stakeholders or those in other sectors of activity. First comes the desire to give meaning to one’s brand (94% versus 98%), then the concern for transparency towards the consumer (94% versus 93%). Finally, they believe that it is useless to get involved without letting them know (81% versus 60%).
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Engagement measurement: less used ESG indicators
The tourism sector seems to lag behind the average of the others on the ESG indicators (Environmental, Social & Governance): only 7% of respondents comply with precise specifications concerning these indicators (vs. 25%). Nevertheless, this score should improve since 46% of them recognize that, if the subject is not formalized, it is under discussion.
If marketers and communicators are enthusiastic about the commitments made by their company, which they consider legitimate and authentic, they believe that these commitments are not sufficiently respected: 75% vs. 83%. They would also like their company to go further: 58% consider this commitment insufficient (vs. 56% for all MarComs).
Methodology : 507 communication and marketing professionals in France responded – in February 2022 – to compile this barometer piloted by Cision and Le Club des Annonceurs. Tourism professionals represented 17% of the participants, their responses were compared to the entire panel.