The AACC Customer Marketing launches an Observatory and publishes the key figures of a first study carried out among consumers questioned on their sensitivity to the environmental footprint of digital.
The specificity of customer marketing agencies is to put the customer at the heart of the systems they design for the brands they support. In this they have a double responsibility:
• towards consumers
• vis-à-vis the brands for which they create devices.
This responsibility constantly engages them to ask themselves questions about the relevance of their proposals, their ability to promote brands and products, their suitability to consumer expectations and changes.
societal, etc.
It is in this context that they decided to launch the AACC Customer Marketing Observatory, a series of studies among consumers, to find out their uses and expectations on various subjects related to customer relations: the environmental footprint of the customer. digital, retail, data and finally brand content.
The main lesson emerging from the results of this first study on the sensitivity of the French to the environmental footprint of digital is that, while 55% of French people are aware of the ecological footprint of their digital uses, they are still struggling to change their uses in depth. Indeed, the majority of French people are ready to “do digital cleaning” to reduce their impact: for this 68% delete emails, 65% systematically close applications and software after use and 61% turn off their screens rather than leaving them in. standby. Actions that are going in the right direction but difficult on the other hand to give up, in the name of the environment, the need for entertainment: only 35% of respondents are ready to restrict streaming, a figure which falls to 14% among 18-24 years
Reduce their impact yes, their pleasure, no! This is the whole paradox.
For 7 out of 10 French people the question is also “How?” “. This is true for all age groups who say they are insufficiently informed about how they can modify their digital uses to better protect the environment. And it is interesting to note that 9 out of 10 French people think that brands have a role to play in supporting them in reducing their environmental footprint.
It is therefore up to the brands, accompanied by their agencies, to provide better information on the uses of their products allowing them to reduce their impact … with again a paradox, since nearly one
French people out of 2 (47%) do not want to give access to their data on the use of a product so that the company can analyze possible optimizations for its more responsible use. It is also up to the brand / customer marketing agency duo to imagine changes in practices that consumers find interesting, such as the implementation of their own delivery systems (45%).
Lionel Gomez, Managing Director – Strategy of Wunderman Thompson explains “Customer marketing agencies must now imagine more respectful communication systems with their customers and
challenge those that are no longer acceptable to consumers ”.
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