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 field of marketing is often singled out—or even blamed —for overconsumption, planned obsolescence of products, and many other ills. Yet, from its very beginnings, marketing has been rooted in an understanding of 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 of thieves. This image highlights the dialectic of commercial exchange centered on the pursuit of wealth—an issue that is by no means unique to our time. Drawing on various disciplines (sociology, psychology, economics, etc.), marketing seeks to understand consumer behavior in order to identify their needs and meet them by developing products or services.
One of the criticisms leveled against it concerns precisely this empathetic approach, which is seen as a precursor to manipulation. Without denying that a marketing strategy aims to influence, it is important to recognize the two-way interaction between supply and demand (in other words, production and consumption) and to acknowledge that marketing plays a (mere) role as a facilitator and interpreter.
Over the past few decades, concepts such as consumer satisfaction, value creation, the balance of the consumer-business relationship, and the power dynamics within that relationship have drawn 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 lecture 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 in order to create value for all stakeholders.”
Thus, marketing extends far beyond the commercial sphere and concerns all organizations. These organizations must set their objectives and strategic directions by identifying and engaging with their stakeholders to create value—a concept that should not, incidentally, be reduced to mere economic wealth.
Numerous challenges
The responsibility of marketing, defined in these terms, is therefore not up for debate. Indeed, depending on an individual’s intentions, a simple knife can be indispensable for making buttered toast, but it can also become a weapon used in a crime. This is not to deny the disastrous consequences of the latter use. Nevertheless, that use alone cannot justify the elimination of all knives.
Moving beyond the traditional conception of the business—one based on economic wealth—raises questions about the terms of a new social contract that does not, however, overlook the creation of economic resources, a necessary condition for a business’s sustainability. This prompts businesses to reflect on value and requires reconciling the (sometimes divergent) interests of stakeholders.
Indeed, implementation raises numerous issues. To illustrate, consider the following questions: What values and performance indicators should be used? Which stakeholders should be involved in a multinational company? How can a company differentiate itself from competitors who remain within a traditional economic framework 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 “shift in the collective imagination,” an attitude of understanding (literally, “taking in together,” “grasping through the intellect”) is becoming a necessity. In the face of these profound upheavals affecting society, nothing and no one is spared. We are facing not merely an economic crisis but, far more significantly, a crisis that Michel Maffesoli, professor emeritus at the Sorbonne, has described as “civilizational.” Postmodernity is thus in the making…
Far from being able to describe precisely what will come after modernity, Michel Maffesoli offers three keys to understanding: belonging, sensible reason, and “envelopmentalisme.” Persevering in being leads to simply being there, to becoming attached to everyday life in order to affirm one’s sense of belonging: this fleeting moment is transforming our relationship to work, our relationship to others… Beyond the apparent oxymoron of the second key, “sensible reason” gives experience a prominent place, thereby reconciling emotions and reason. People thus seek to “make their lives a work of art”: they will not “waste their lives earning a living,” but instead propose a profound meaning defined beyond the mere value of work. Finally, “envelopmentism” is an invitation to localism: place is important—it creates connections!
It is important to remember that the human “plant” needs roots to grow; the challenge, therefore, is, on the one hand, to rediscover these “forgotten” roots and to envision possible paths of development based on this dynamic grounding, while acknowledging the humility inherent in human nature (ecosophy).
The “world to come” is taking shape
While it may seem unrealistic to attempt to compile a list of the early signs of the “world to come”—which manifest themselves in both protest movements (such as the “Yellow Vests” crisis) and civic engagement—it is interesting to illustrate these conceptual reflections with managerial applications.
It is indeed her personal convictions and her desire to channel her professional efforts toward a social mission that have driven—and continue to inspire—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 within an industry (in this case, bread to be incorporated into flour) and to offer upcycled products (cookies for breakfast and as appetizers). The product’s environmental value is enhanced by its taste and nutritional value.
Similarly, Les Nouvelles Grisettes was founded in March 2020 during the first lockdown and is committed to developing a viable business model that respects people and the environment. This “third place” offers a variety of activities, such as a sewing workshop, a concept store, a coworking space, sewing classes, an event planning service, a café-restaurant, and more, and operates thanks to the volunteer efforts of 170 members.
Just as a musical chord creates a harmonious blend of several notes, Etikord is a platform that aims to create a space for exchange between engaged consumers and ethical, innovative small and medium-sized enterprises (SMEs) across several European countries. All stakeholders can thus put their commitments into action by leveraging the interplay between supply and demand to develop business offerings that are more respectful of the environment.
These were the main ideas discussed at the inaugural conference on November 10, titled “Responsible Consumption: An Aspiration Put to the Test,” organized by the MARÉSON (Responsible Marketing and Well-being) University Chair. The purpose of this chair is to strengthen relationships and interactions among academics, practitioners, and students—all of whom are concerned about societal challenges and seek to examine and harness marketing to address them.
Béatrice Siadou-Martin, Full 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.