The first results of the 2022 brand engagement barometer conducted by Cision and Le Club des Annonceurs were announced during the Paris e-marketing fair: 63% of companies have already initiated concrete actions in terms of engagement. .
The first results of this barometer reveal that 63% of companies have already initiated concrete actions in terms of commitment. Beyond the good internal ecological practices implemented in 89% of the companies of the respondents, a podium of priority commitments is emerging:
- 70% of these companies have implemented concrete measures for the employee well-being
- 68%of these companies have implemented concrete measures to lowering their carbon footprint
- 68% of these companies have implemented concrete measures forGender Equality
In more than half of the cases, 52% of companies that commit have made progress up to their development strategy : change of business model, perimeters, strategic reorientation…
In addition, 25% of companies that have already committed comply with precise specifications to follow ESG indicators.
Finally, 80% of communication and marketing professionals respondents agree that brand engagement has profoundly changed their profession.
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“The 2022 barometer reveals maturity and requirement from marketing and communication professionals on the subject of brand engagement. The latter have raised the bar of commitment beyond eco-responsible practices and have the desire to develop their company in depth, above all not to fall into the trap of CSR washing”, says Cyndie Bettant, Impact and communication leader at Cision.
“In line with our annual theme The Brand Immersion “Reshape the future of brands in a limited world”, the 2022 barometer confirms the acceleration of the cross-functional dimension of CSR commitments within companies. With the direct effect of a new complementarity which is affirmed and orchestrated between the power given to the strategic functions of Dir CSR and the influence given to the functions of Dir Com/mark”, adds Karine Tisserand, General Manager – Le Club des Annonceurs.