The June Marketing x Ksapa collaboration becomes official! SYNCHRONY is the product of several months of work between an insight and marketing strategy consultancy and a purpose-led organization with a mandate to support the private sector towards resiliency. Our goal? Provide dual support to companies wishing to implement sustainable strategies, while at the same time managing consumer engagement.
This article is an opportunity to learn about our partnership and offer in a few words by interviewing our directors: Inès Bizot (June Marketing) and Farid Baddache (Ksapa).
Why did you decide to build this partnership?
When it comes to environmental, ethical and social issues, there is a dialogue of the deaf between companies and consumers. Companies, often suspected of greenwashing, struggle to promote their actions to consumers, while the latter have difficulty in making their positions and behaviour consistent.
In order to enable companies to untangle this complex relationship, June Marketing and Ksapa shared the following: to be effective, the operational management of sustainability must be carried out internally, according to the sensitive subjects specific to each sector, as well as externally, taking into account consumer perceptions.
Synchrony, developed jointly by June Marketing and Ksapa enables B2C companies to prioritise their environmental, ethical and social risks, to engage their consumers and to communicate effectively by choosing the subjects that mobilise both parties.
What role do companies play in societal transformation?
The social and ethical responsibility of companies is no longer questioned. It is more than ever committed and constitutes a guarantee of long-term survival that can no longer be ignored. The consideration of environmental, social and ethical issues must therefore be central to the development of the activities of the company, whether it is small, medium or large.
This is all the more justified as consumer behaviour is also evolving and adapting to the challenges of this new era. Ethics, within consumer choices, takes precedence over any other argument. The concept of sustainable purchasing power is understood in its entirety and implies proximity, low carbon footprint, transparency, circularity, respect for nature and human rights. The Covid-19 pandemic has only accentuated the evolution of consumer behaviour. They are more demanding, and this is quite normal. The need for coherence between their environmental and social convictions and the products they consume daily is becoming more and more apparent.
To meet the growing needs of consumers (but also of investors), companies must reposition themselves. But the exercise is not simple.
Assessing the challenges and opportunities and defining a clear roadmap can sometimes be complex. It requires a 360-degree view of stakeholders, environmental and social regulations, consumer trends, as well as practices and strategies adapted to different sectors and industries. As a result, careful thought must be given to optimising value chains. By doing so, companies deploy their ability to adapt to change. They can thus establish themselves as proactive players in the ecological and social transformation.
What is Synchrony?
Synchrony brings together two distinct but complementary areas of expertise to serve companies that want to be proactive in their transition. The approach is in three stages, and is based firstly on a diagnostic phase to identify the relevant subjects for the company and for consumers, and to draw up an inventory that defines the field of action. We then support the company in the implementation of its CSR ambitions. Throughout the process, consumer studies are carried out in order to provide internal teams with real-time feedback. A long-term follow-up can then be set up to validate the relevance of the actions undertaken, and to maintain a proactive attitude of vigilance of practices.
A graduate of the CERDI School of Economics, Eléa works at Ksapa as an Analyst and Community Coordinator. She is specialised in Development Economics in emerging countries, with a major in Sustainable Development.
With an affinity for international business, she spent two years in Kuala Lumpur as an exchange student where she worked in a consulting firm on CSR topics and business development.
Involved in several social inclusion and environmental projects, Eléa wishes to contribute to the improvement of environmental and ethical practices within the private sector.
She speaks French and English.