Responsible marketing, from understanding to action
Whether it's the negative effects of overconsumption or issues related to the exploitation of data collected through information and communication technologies, the discipline of marketing is often singled out, even blamed (for overconsumption or planned obsolescence of products and many other ills, etc.). However, since its inception, marketing has been rooted in understanding consumers.
Béatrice Siadou-Martin, University of Montpellier; Anne Mione, University of Montpellier; Jean-Marc Ferrandi, IAE Nantes and Marie-Christine Lichtlé, University of Montpellier
Beyond the commercial sphere
In Roman mythology, Mercury is both the god of commerce and thieves. This image highlights the dialectic of commercial exchange around enrichment, which is therefore not a contemporary issue. Drawing on different perspectives (sociology, psychology, economics, etc.), marketing seeks to understand consumer behavior in order to understand their needs and respond to them by developing products or services.
One of the complaints levelled against it concerns precisely this understanding approach, which is seen as a precursor to manipulation. Without denying the desire to influence that underlies any marketing strategy, it is important to be aware of the dual movement between supply and demand (in other words, production and consumption) and to recognize that marketing plays a (simple) role as a facilitator and translator.
Over the past few decades, concepts such as consumer satisfaction, value creation, the balance of exchange between consumers and businesses, and the powers exercised in this relationship have attracted the attention of researchers.
After reviewing these points, Pierre-Louis Dubois, professor emeritus at the University of Montpellier, proposed the following definition of marketing during the inaugural conference of the MARÉSON University Chair on November 10:
"It is the set of processes implemented by an organization to understand, influence (not manipulate) in line with its objectives, and control the exchange between itself and other entities to create value for all stakeholders."
Marketing therefore extends far beyond the commercial sphere and concerns all organizations. Organizations must set their objectives and directions by identifying and engaging with their stakeholders to create value, which should not be reduced to mere economic wealth.
Numerous issues
The responsibility of marketing, defined in these terms, is therefore not up for debate. Indeed, depending on the individual's intentions, a simple knife can be indispensable for making buttered toast, but it can also become a murder weapon. This is not to deny the disastrous consequences of the latter use. Nevertheless, the latter alone cannot justify the disappearance of all knives.
Moving beyond the traditional concept of a company based on economic wealth raises questions about the terms of a new social contract that does not, however, shy away from the creation of economic resources, which are a necessary condition for the sustainability of a company. This leads companies to reflect on value and requires them to reconcile the (sometimes divergent) interests of stakeholders.
Indeed, implementation raises many issues. For example, the following questions arise: what value and what performance indicators? Which stakeholders in an international company? How can we stand out from competitors who remain within a traditional economic model based solely on economic value? What forms of reporting should be implemented? How can we train tomorrow's managers to be aware of corporate social responsibility?
"Civilizational crisis"
At a time when the world is undergoing a "change in imagination," a comprehensive attitude (literally, taking things together, grasping them with intelligence) is becoming a necessity. Faced with these profound upheavals in society, nothing and no one is immune. We are not facing an economic crisis, but rather what Michel Maffesoli, professor emeritus at the Sorbonne, has described as a "civilizational" crisis. Post-modernity is therefore in the making...
Far from being able to describe precisely what will come after modernity, Michel Maffesoli provides three keys to understanding: belonging, sensitive reason, and "envelopmentalism." Persevering in being leads to being there, to attaching oneself to everyday life in order to mark one's belonging: this short time disrupts the relationship to work, the relationship to others... Beyond the apparent oxymoron of the second key, sensitive reason gives an important place to experience, thus reconciling emotions and reason. Man then seeks to "make his life a work of art": he does not "waste his life earning a living" but proposes a profound meaning defined beyond the value of work. Finally, "envelopmentalism" is an invitation to localism: place is important, it creates connections!
It should be remembered that human beings need roots in order to grow. The challenge, therefore, is to rediscover these "forgotten" roots and to anticipate possible developments based on this dynamic rootedness, while recognizing the humility present in human beings (ecosophy).
The "world after" emerges
While it may seem illusory to attempt to list the early signs of the "world after," which are reflected both in protest movements (the "yellow vest" crisis, for example) and in community involvement, it is interesting to illustrate these conceptual reflections with managerial applications.
It is her personal convictions and her desire to focus her professional commitment on a social project that have driven and continue to motivate Marie Eppe in the development of her company, In Extremis. Drawing on her expertise in food formulation and innovation marketing, she aims to make the most of existing resources in a sector (in this case, bread to be incorporated into flour) and offer upcycled products (biscuits for breakfast and aperitifs). The environmental value of the product is reinforced by its taste and nutritional value.
Similarly, Les Nouvelles Grisettes was founded in March 2020 during the first lockdown and aims to develop a viable economic model that respects people and the environment. This third place offers various activities such as a clothing workshop, a concept store, a coworking space, sewing classes, an event service, a café-restaurant, etc., and operates thanks to the voluntary commitment of 170 members.
Like a musical chord that creates a harmonious combination of several notes, Etikord is a platform that aims to create a space for exchange between committed consumers and ethical and innovative small and medium-sized enterprises (SMEs) in several European countries. All stakeholders can thus translate their commitments into action by leveraging the dual movement between supply and demand to build commercial offerings that are more respectful of the surrounding world.
These were the main ideas developed during the inaugural conference on November 10 entitled "Responsible consumption: an aspiration put to the test" by the MARÉSON (Responsible Marketing and Well-being) University Chair. The purpose of this chair is to strengthen relationships and interactions between academics, practitioners, and students who are all concerned about societal issues and wish to examine and mobilize marketing to address them.
Béatrice Siadou-Martin, Professor of Management Sciences, University of Montpellier; Anne Mione, Professor of Strategic Marketing, Quality Management, and Strategy, University of Montpellier; Jean-Marc Ferrandi, Professor of Marketing and Innovation at Oniris, IAE Nantes and Marie-Christine Lichtlé, University Professor, University of Montpellier
This article is republished from The Conversation under a Creative Commons license. Readthe original article.