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Responsible advertising : bashing is dead, long live the action!

Published on by Oumaima Rouissi - updated on

To communicate or not to communicate ... the eternal dilemma of brands when it comes to doing and making known: don't we risk being accused of green washing by building a campaign on our CSR actions or by promoting an ecological approach? But that was before ! As we saw in April 2020, commercial communications were almost put on hold for the benefit of solidarity campaigns, in which benevolence and collective responsibility were no longer big strings used by brands. In this responsible advertising approach, there is no room for cynicism, you have to be ready to cut yourself off from part of your community: it is the importance of bias, otherwise sincerity will not be not perceived, only the marketing discourse will be. So in 2021, will responsible marketing suffer the nuance? Can he only be radical?

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5 / 7 oct. 2021 Biarritz

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