{"id":1000015835,"date":"2024-04-10T15:22:58","date_gmt":"2024-04-10T13:22:58","guid":{"rendered":"https:\/\/forum-engagement.org\/?p=1000015835"},"modified":"2024-04-04T15:29:28","modified_gmt":"2024-04-04T13:29:28","slug":"quels-leviers-daction-pour-reduire-lempreinte-carbone-des-campagnes-de-communication-guide-edition-2023","status":"publish","type":"post","link":"https:\/\/forum-engagement.org\/2024\/quels-leviers-daction-pour-reduire-lempreinte-carbone-des-campagnes-de-communication-guide-edition-2023\/","title":{"rendered":"Quels leviers d\u2019action pour r\u00e9duire l\u2019empreinte carbone des campagnes de communication ? Guide Edition 2023"},"content":{"rendered":"\n<p>En phase avec les \u00e9volutions constantes du secteur, l\u2019Union des marques lance une nouvelle \u00e9dition de son guide \u00ab\u00a0Quels leviers d\u2019action pour r\u00e9duire l\u2019empreinte carbone des campagnes de communication ?\u00a0\u00bb. Celle-ci est notamment enrichie avec cinq cas pratiques r\u00e9alis\u00e9s dans la cadre du\u00a0<a href=\"https:\/\/uniondesmarques.fr\/nos-services\/communication-marketing-responsables\/progamme-faire\" target=\"_blank\" rel=\"noreferrer noopener\">programme FAIRe<\/a>. Ils illustrent comment passer \u00e0 l\u2019action, faire les bons arbitrages, sur quoi agir et les sources fiables auxquelles se r\u00e9f\u00e9rer.\u00a0<\/p>\n\n\n\n<div class=\"wp-block-buttons is-content-justification-center is-layout-flex wp-container-core-buttons-is-layout-16018d1d wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/uniondesmarques.fr\/l\/library\/download\/19530\/Faire-UDM_Guide_ReduireEmpreinteCarbone-23112023.pdf.pdf?format=save_to_disk\" target=\"_blank\" rel=\"noreferrer noopener\">T\u00e9l\u00e9charger le guide<\/a><\/div>\n<\/div>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/uniondesmarques.fr\/l\/en\/library\/download\/urn:uuid:0b5d7d5b-ca00-4719-800f-43497d8a88a9\/faire-udm_guide_reduireempreintecarbone_a4-210x297_exe+-23112023final_page_01.jpg?scaleType=4&amp;width=271&amp;height=383\" alt=\"Faire-UDM_Guide_ReduireEmpreinteCarbone_A4-210x297_EXE -23112023Final_Page_01\" title=\"\"\/><\/figure><\/div>\n\n\n<p>Les propositions de la Convention Citoyenne pour le climat int\u00e9gr\u00e9es dans la loi Climat et R\u00e9silience ont notamment permis de lancer un d\u00e9bat public autour de la publicit\u00e9. Les consommateurs expriment des attentes fortes envers la publicit\u00e9 : 70 % des Fran\u00e7ais estiment qu&rsquo;elle peut jouer un r\u00f4le p\u00e9dagogique sur les sujets li\u00e9s \u00e0 la pr\u00e9servation de l\u2019environnement tout en consid\u00e9rant \u00e0 84% que les entreprises et les marques peuvent aussi inciter \u00e0 la surconsommation.<\/p>\n\n\n\n<p>En tant qu\u2019acteur \u00e9conomique, quel est leur r\u00f4le dans la soci\u00e9t\u00e9 ? quelle est leur responsabilit\u00e9 \u00e0 prendre part aux enjeux environnementaux et soci\u00e9taux ? Comment peuvent-elles servir l\u2019ambition de neutralit\u00e9 carbone ?<br>Face \u00e0 toutes ces probl\u00e9matiques structurantes,&nbsp;cette \u00e9dition mise \u00e0 jour&nbsp;permet un \u00e9clairage sur ces th\u00e8mes relativement nouveaux et complexes.<\/p>\n\n\n\n<p>Destin\u00e9 aux communicants,&nbsp;elle&nbsp;a pour vocation d\u2019accompagner le lecteur dans ses r\u00e9flexions et prises de d\u00e9cisions. Elle synth\u00e9tise les points fondamentaux pour prendre en main le sujet :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Ce qu\u2019on entend par \u00ab impacts environnementaux \u00bb<\/li>\n\n\n\n<li>Les impacts environnementaux majeurs des communications<\/li>\n\n\n\n<li>D\u00e9finition du p\u00e9rim\u00e8tre et du cycle de vie d\u2019une campagne<\/li>\n\n\n\n<li>Les outils de mesure<\/li>\n\n\n\n<li>Les actions concr\u00e8tes \u00e0 mettre en \u0153uvre pour r\u00e9duire les \u00e9missions de Gaz \u00e0 Effet de Serre de ses communications<\/li>\n<\/ul>\n\n\n\n<p>Les informations sont compl\u00e9t\u00e9es par 5 exemples inspirants de d\u00e9ploiement au sein d&rsquo;entreprises pionni\u00e8res : Altarea, FDJ, Guerlain, Orange et SNCF.&nbsp;<\/p>\n\n\n\n<p>Bonne lecture&nbsp;!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>En phase avec les \u00e9volutions constantes du secteur, l\u2019Union des marques lance une nouvelle \u00e9dition de son guide \u00ab\u00a0Quels leviers d\u2019action pour r\u00e9duire l\u2019empreinte carbone des campagnes de communication ?\u00a0\u00bb. Celle-ci est notamment enrichie avec cinq cas pratiques r\u00e9alis\u00e9s dans la cadre du\u00a0programme FAIRe. Ils illustrent comment passer \u00e0 l\u2019action, faire les bons arbitrages, sur [&hellip;]<\/p>\n","protected":false},"author":147,"featured_media":1000015836,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[181],"tags":[],"class_list":{"0":"post-1000015835","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-environnement-climat"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Quels leviers d\u2019action pour r\u00e9duire l\u2019empreinte carbone des campagnes de communication ? 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