{"id":5312,"date":"2021-10-11T08:46:19","date_gmt":"2021-10-11T07:46:19","guid":{"rendered":"https:\/\/ksapa.org\/fr\/?p=5312"},"modified":"2024-12-19T21:57:25","modified_gmt":"2024-12-19T20:57:25","slug":"synchrony-outil-de-transition-durable-ksapa-june-marketing","status":"publish","type":"post","link":"https:\/\/ksapa.org\/fr\/synchrony-outil-de-transition-durable-ksapa-june-marketing\/","title":{"rendered":"Synchrony : outil de transition durable Ksapa &amp; June Marketing"},"content":{"rendered":"\n<p>La collaboration <a href=\"https:\/\/www.junemarketing.fr\/\">June Marketing<\/a> x Ksapa prend officiellement forme&nbsp;! SYNCHRONY, c\u2019est le fruit de plusieurs mois de travail entre une agence conseil en insight et strat\u00e9gie marketing et une entreprise \u00e0 mission qui accompagne le secteur priv\u00e9 vers des mod\u00e8les de r\u00e9silience. L\u2019objectif&nbsp;? Apporter un accompagnement double<strong> aux entreprises qui souhaitent mettre en place des strat\u00e9gies durables, tout en pilotant l\u2019engagement de leurs consommateurs.<\/strong><\/p>\n\n\n\n<p>L\u2019occasion de revenir sur le partenariat et l\u2019offre en quelques mots avec les deux dirigeants&nbsp;: In\u00e8s Bizot (June Marketing) et Farid Baddache (Ksapa).<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-pourquoi-avoir-mis-en-place-ce-partenariat\"><strong>Pourquoi avoir mis en place ce partenariat ? <\/strong><\/h2>\n\n\n\n<p>En mati\u00e8re d\u2019enjeux environnementaux, \u00e9thiques et sociaux, on constate un dialogue de sourds entre les entreprises et le consommateur. Les entreprises, souvent soup\u00e7onn\u00e9es de \u00ab greenwashing \u00bb, peinent \u00e0 valoriser leurs actions aupr\u00e8s des consommateurs, quand ces derniers ont du mal \u00e0 mettre en coh\u00e9rence leurs positions et leurs comportements.<\/p>\n\n\n\n<p>Afin de permettre aux entreprises de d\u00e9m\u00ealer cette relation complexe, June Marketing et Ksapa ont partag\u00e9 ce constat : pour \u00eatre efficace, le pilotage op\u00e9rationnel de la RSE doit se mener en interne, selon les sujets sensibles sp\u00e9cifiques \u00e0 chaque fili\u00e8re, comme en externe, en tenant compte des perceptions des consommateurs.<\/p>\n\n\n\n<p>L\u2019offre Synchrony d\u00e9velopp\u00e9e conjointement par June Marketing et Ksapa permet d\u2019accompagner l\u2019entreprise B2C dans la priorisation de ses risques environnementaux, \u00e9thiques et sociaux, d\u2019engager ses consommateurs et de communiquer efficacement en choisissant les sujets qui mobilisent les deux parties.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-quel-role-des-entreprises-dans-la-transformation-societale\"><strong>Quel r\u00f4le des entreprises dans la transformation soci\u00e9tale ? <\/strong><\/h2>\n\n\n\n<p>La responsabilit\u00e9 sociale et \u00e9thique des entreprises n\u2019est plus \u00e0 prouver. Celle-ci est plus que jamais engag\u00e9e et constitue un gage de survit de long-terme dont on ne peut plus faire l\u2019impasse. La prise en compte des enjeux environnementaux, sociaux et \u00e9thiques se doit donc d\u2019\u00eatre centrale dans l\u2019\u00e9laboration des activit\u00e9s de l\u2019entreprise qu\u2019elle soit petite, moyenne ou grande.<\/p>\n\n\n\n<p>Ceci est d\u2019autant plus justifi\u00e9 que <a href=\"https:\/\/ksapa.org\/fr\/3-pistes-de-solutions-pour-amplifier-la-consommation-responsable\/\">le comportement consommateur lui aussi \u00e9volue et s\u2019adapte aux enjeux de cette nouvelle \u00e8re.<\/a> L\u2019\u00e9thique, au sein des choix de consommation, prime majoritairement sur tout autre argument. Le concept d\u2019un pouvoir d\u2019achat durable est appr\u00e9hend\u00e9 dans toute sa globalit\u00e9 et implique notamment proximit\u00e9, faible empreinte carbone, transparence, circularit\u00e9, respect de la nature et des droits humains. La pand\u00e9mie de la Covid-19 n\u2019a fait qu\u2019accentuer l\u2019\u00e9volution des mentalit\u00e9s des consommateurs. Ils sont plus exigeants, et cela est bien normal. Le besoin de coh\u00e9rence entre leurs convictions environnementales et sociales et les produits qu\u2019ils consomment au quotidien est de plus en plus marqu\u00e9.<\/p>\n\n\n\n<p>Afin de r\u00e9pondre <a href=\"https:\/\/ksapa.org\/fr\/accelerer-la-transformation-durable-des-entreprises-et-de-la-finance-en-2021\/\">au besoin croissant des consommateurs (mais \u00e9<\/a>galement des investisseurs), les entreprises doivent se repositionner. Mais l\u2019exercice n\u2019est pas simple. L\u2019\u00e9tat des lieux et la d\u00e9finition d\u2019une feuille de route claire peuvent parfois s\u2019av\u00e9rer complexes. Il n\u00e9cessite en effet une vision \u00e0 360 degr\u00e9s des parties prenantes, des r\u00e9glementations environnementales et sociales, des tendances consommateurs, ainsi que des pratiques et strat\u00e9gies adapt\u00e9es en fonction des secteurs et industries. En cons\u00e9quence, une r\u00e9flexion approfondie doit \u00eatre men\u00e9e pour esp\u00e9rer optimiser les cha\u00eenes de valeur. Par ce biais, les entreprises d\u00e9ploient leur capacit\u00e9 \u00e0 s\u2019adapter au changement. Elles peuvent ainsi s\u2019imposer en tant qu\u2019acteur proactif de la transformation \u00e9cologique et sociale.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-qu-est-ce-que-synchrony\"><strong>Qu&rsquo;est-ce que Synchrony ? <\/strong><\/h2>\n\n\n\n<p>Synchrony est la mise \u00e0 profit de deux expertises distinctes mais compl\u00e9mentaires, au service des entreprises qui veulent \u00eatre proactives dans leur transition. La d\u00e9marche est en trois temps, et s\u2019appuie d\u2019abord sur une phase de diagnostic afin d\u2019identifier les sujets pertinents pour l\u2019entreprise comme pour les consommateurs, et de dresser un \u00e9tat des lieux qui d\u00e9finisse le terrain d\u2019action. Puis nous accompagnons l\u2019entreprise dans la mise en place de ses ambitions RSE. Tout au long de la d\u00e9marche, des \u00e9tudes consommateurs sont r\u00e9alis\u00e9es, afin de disposer de feedbacks en temps r\u00e9el pour les \u00e9quipes internes. Un suivi dans la dur\u00e9e peut ensuite \u00eatre mis en place afin de valider la pertinence des actions entreprises, et de conserver une attitude de vigilance proactive des pratiques.<\/p>\n\n\n\n<p>Si vous souhaitez en savoir plus, n\u2019h\u00e9sitez pas \u00e0 nous contacter \u00e0 <a href=\"mailto:contact@ksapa.or\">contact@ksapa.org <\/a>ou <a href=\"mailto:contact@junemarketing.fr\">contact@junemarketing.fr<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Synchrony combine l&rsquo;expertise RSE de Ksapa et marketing de June pour accompagner votre transition vers un business durable<\/p>\n","protected":false},"author":82,"featured_media":5315,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2687,2693,10,2691,20],"tags":[136,140,406,143,148,150],"class_list":["post-5312","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-achats-responsables","category-consommation-responsable","category-developpement-durable","category-objectifs-de-developpement-durable-odd","category-rse","tag-competitivite","tag-droits-de-lhomme","tag-esg","tag-france","tag-rse","tag-transparence"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Synchrony : outil de transition durable Ksapa &amp; 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