ISM AND ISEG MBA - Développement durable

Consequently, whatever the type of communication adopted, it is beneficial to formulate a
promotion for several reasons. According to Elizabeth Laville, there are three ways to effect
responsible communication:
1. reduction of any negative effect of advertising
To apply alternative thinking as to the choice of media coverage and publicity
campaigns to avoid environmental and mental pollution
To develop a positive message which increases self-esteem and avoids any guilty
feeling stereotypes
To avoid wrongly targeted advertising, which is a great waste and at the very
worst can cause frustrations
To incorporate an ecological approach to communication (paper and electricity
consumption, etc)
2. To communicate the responsible actions taken by the company
To be engaged in progress
To engage a dialogue, open and transparent, not only concerning company
successes, but also relating to sustainable development issues
To establish a factual assessment of the responsible actions taken by the company
3. To establish communication, which is a responsible action in itself
To allow their communication to serve causes which would not otherwise have
access to alternative means of communication
To notify the public opinion of fields which the company considers to be
important for its market, and to distance itself from myth
To promote responsible behavior within the consumer market
To publish educational consumer information in order that he can distinguish for
himself product quality and so be able to judge, compare and buy better with his
increased awareness of all elements.
Clearly the author believes it advantageous that the company carries out its declared action in
communicating along the lines laid down by Green Marketing, starting by informing the
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