ISM AND ISEG MBA - Développement durable

Benetton team which founded their advertising on antiracism and human rights
protection. Luciano Benetton, CEO, confirms that the objective of these commercials is to
stimulate debate on important issues to which we should pay attention due to alternative
means of information.
And finally there is passive advertising which permits the company to gain notoriety. This
relates to companies which mobilize action on humanitarian or environmental grounds,
either by furnishing funds or sponsoring such events. The Group Leclerc for example, was
associated with the litter campaign for the collection of plastic bags which were blown
across the French Riviera landscape by the Mistral wind.
It is thus seen that environmentally responsible advertising can take several forms: it can provide
a message concerning an environmental action; alternatively it can relate to sustainable
development, or it can be fundamentally responsible in its conception.
There are many other means of informing the customer on the ecological aspect of a company,
such as flyers, tests, partnerships and magazine coverage.
Developing customer loyalty
Companies are obliged to make their customers more loyal so that they become “regulars” of
their products; they have several means at their disposal. They can endeavour to impart a sense of
role sharing by the customer as regards sustainable development; alternatively they can seek to
dissociate themselves with everyday practices commonly seen as undesirable; or finally they can
target marketing towards public sectors where consumer confidence is already high or where
potential future consumers have been identified.
The objective could be to directly involve the customer in role-playing related to environmental
issues, so promoting a responsible behavior in the consumer sector, as illustrated by the following
publicity from Tetrapak and Carrefour:
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