{"id":1943,"date":"2021-11-22T12:08:56","date_gmt":"2021-11-22T17:08:56","guid":{"rendered":"https:\/\/www.pigeonbrands.com\/green-is-the-new-black\/"},"modified":"2021-11-25T13:17:51","modified_gmt":"2021-11-25T18:17:51","slug":"green-is-the-new-black","status":"publish","type":"post","link":"https:\/\/www.pigeonbrands.com\/fr\/green-is-the-new-black\/","title":{"rendered":"Le vert est dans le vent"},"content":{"rendered":"
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Les consommateurs aujourd’hui attendent et exigent des marques qu’elles soient proactives au chapitre du changement, qu\u2019elles le facilitent en faisant preuve de leadership. Ils accordent leur loyaut\u00e9 \u00e0 des marques qui privil\u00e9gient non seulement l’expression de leur responsabilit\u00e9 sociale, mais qui passent de la parole aux actes, de fa\u00e7on concr\u00e8te. Les consommateurs demandent aux marques d’adopter une approche plus globale des pratiques commerciales qui ne se pr\u00e9occupent pas seulement du climat, mais aussi de l’humanit\u00e9 dans son ensemble.<\/p>\n

Dans une enqu\u00eate men\u00e9e par IBM, pr\u00e8s de 8 personnes interrog\u00e9es sur 10 ont indiqu\u00e9 que la durabilit\u00e9 \u00e9tait importante pour elles et, parmi celles qui ont d\u00e9clar\u00e9 que c’\u00e9tait tr\u00e8s ou extr\u00eamement important, plus de 70 % seraient pr\u00eates \u00e0 d\u00e9bourser 35 % de plus, en moyenne, pour des marques qui sont durables et responsables sur le plan environnemental.<\/p>\n

En gardant \u00e0 l’esprit ce changement de comportement des consommateurs, nous constatons une grande d\u00e9connexion entre la valeur du consommateur et ce que produit le Vendredi fou.<\/p>\n

Cr\u00e9\u00e9 \u00e0 l’origine comme un jour de cong\u00e9, le Vendredi fou (Black Friday) permettait aux f\u00eatards ambitieux de la Thanksgiving de se reposer et de prendre de l’avance sur leurs achats de No\u00ebl. La premi\u00e8re utilisation de l’expression \u00ab\u00a0Black Friday\u00a0\u00bb remonte \u00e0 1869, le jour o\u00f9 l’effondrement du prix de l’or a provoqu\u00e9 un krach boursier qui a plomb\u00e9 l’\u00e9conomie am\u00e9ricaine pendant des ann\u00e9es. Le Black Friday est \u00e9galement utilis\u00e9 pour d\u00e9finir un \u00e9tat de crise financi\u00e8re et de chaos, non pas de magasinage et de c\u00e9l\u00e9bration<\/a>.<\/p>\n

Ce jour sp\u00e9cial est aujourd\u2019hui synonyme d’hyperconsommation ainsi que de charge environnementale, de d\u00e9penses excessives et de gaspillage. Selon une estimation r\u00e9alis\u00e9e en 2020, les livraisons \u00e0 domicile entra\u00eeneraient l’\u00e9mission de 429 000 tonnes de gaz \u00e0 effet de serre, soit l’\u00e9quivalent de 435 vols aller-retour Londres-New York (ou, apparemment, le poids de 61 308 \u00e9l\u00e9phants)<\/a>.<\/p>\n

Cependant, les grands d\u00e9fis cr\u00e9ent souvent de grandes opportunit\u00e9s de changement : en 2015, un contre-mouvement a \u00e9t\u00e9 cr\u00e9\u00e9. Le Green Black Friday a \u00e9t\u00e9 con\u00e7u pour propulser une solution de rechange plus consciente, plus \u00e9cologique et plus verte aux d\u00e9penses en ligne. Il encourage les consommateurs \u00e0 \u00eatre plus pr\u00e9sents dans leurs d\u00e9cisions d’achat et oriente ces derniers vers un avenir durable en soutenant les marques qui vendent des produits \u00e9cologiques ou recycl\u00e9s ou vers des entreprises qui d\u00e9fendent des pratiques durables.<\/p>\n

IKEA est un excellent exemple de marque qui m\u00e8ne ce changement. D\u00e9montrant l’importance, le caract\u00e8re abordable et la facilit\u00e9 d’un mode de vie durable pour tous, sa campagne du Vendredi fou \u00e9colo, qui dure un mois, encourage les consommateurs canadiens \u00e0 donner une nouvelle vie \u00e0 leurs articles usag\u00e9s gr\u00e2ce \u00e0 son programme de rachat circulaire. Les clients sont invit\u00e9s \u00e0 vendre leurs articles IKEA l\u00e9g\u00e8rement usag\u00e9s pour profiter de promotions sp\u00e9ciales et gagner la satisfaction de savoir qu’ils ont contribu\u00e9 \u00e0 rendre le monde un peu plus propre et plus vert.<\/p>\n

Ce mois-ci, nos bureaux de Toronto et de Montr\u00e9al ont fi\u00e8rement fait \u00e9quipe avec IKEA pour lancer notre premi\u00e8re campagne de marketing int\u00e9gr\u00e9. Nous avons d\u00e9velopp\u00e9 une campagne \u00ab\u00a0Green Friday\u00a0\u00bb localis\u00e9e pour le march\u00e9 canadien en tirant parti du message global et des actifs vid\u00e9o en ligne d’IKEA. Nous tenons \u00e0 remercier l’\u00e9quipe d’IKEA et nos partenaires de production Atelier F. et Wingfield Digital pour avoir donn\u00e9 vie \u00e0 cette campagne. Pour en savoir plus, lisez le communiqu\u00e9 de presse sur Strategy Online<\/a> ou visitez IKEA<\/a>.<\/p>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Les consommateurs aujourd’hui attendent et exigent des marques qu’elles soient proactives au chapitre du changement, qu\u2019elles le facilitent en faisant …<\/p>\n","protected":false},"author":3,"featured_media":1939,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"om_disable_all_campaigns":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_uf_show_specific_survey":0,"_uf_disable_surveys":false,"footnotes":""},"categories":[12],"tags":[],"class_list":["post-1943","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-nouvelles"],"acf":[],"aioseo_notices":[],"yoast_head":"\nLe vert est dans le vent - Pigeon<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.pigeonbrands.com\/fr\/green-is-the-new-black\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Le vert est dans le vent - 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