ISM AND ISEG MBA - Développement durable

There is clearly a real issue of company credibility which is likely to place in doubt their actions.
We can imagine that to regain the credulity of its customers, a company should show its
engagement in environmental measures by publishing convincing and quantifiable results.
a. External communication
This type of communication concerns the company's customers, that affecting turnover, and
finally that which serves to increase the company's share of the market. It is this type of
communication which can help the company to not only sell its products, but also improve its
image. Moreover companies have noticed that ecology and environmental protection could
become even more dominant factors.
Communication with the general public concerning Green Products can be effected by traditional
methods. Companies have to favor corporate communication implicating the entire company. It's
very important that the entire company is “Green” because its actions will be seen through its
communications. In this case advertising is obliged to inform the customer in order that he be
aware of the measures taken by the company. The product, the brand name and the society form
together an image of a company engaged in protection of the environment.
It follows that companies have accepted the idea that people are more and more interested in
ecology and in sustainable development. That is why it bases communication on these
phenomena, a trend for some people, vital for others. Companies have realized that to gain the
Green Consumer's confidence, they have to get to know him first, and then inform him as to their
actions in this field, particularly thanks to direct and indirect advertising. In fact present day
communication no longer has the aim of inciting people to consume more, but to better consume
and to understand other social and environmental issues targeted by the company. Indeed, this
type of propaganda increases the notoriety of the brand name behind such action. It can help to
develop customer loyalty and to seize part of their competitors' market.
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