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Marketing, Vente et Communication
Marketing, Vente et Communication
Le marketing lié à une cause : quelle perception des Millennials Français ?
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  • Marketing, Vente et Communication

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Le marketing lié à une cause : quelle perception des Millennials Français ?

Les marques ont de plus en plus recours au marketing de cause ou « cause-related marketing ». On peut citer l’exemple emblématique d’Octobre Rose dans lequel plusieurs marques telles que KUSMI TEA ou VANS soutiennent la lutte contre le cancer.

Le marketing de cause fait partie des nombreuses initiatives de RSE au travers duquel les marques montrent leur engagement envers une cause. Cet engagement prendre généralement la forme suivante : acheter un produit et un pourcentage ou un montant fixe du prix payé est reversé à la cause. Une telle démarche peut autant susciter l’admiration de l’audience faisant ressortir la facette altruiste de la marque. Elle peut aussi susciter de la méfiance en pensant que la marque profite d’une manière opportuniste d’une cause pour redorer son image.

https://www.emlv.fr

Mots clés
  • marketing, Millenials, perception

Auteur.e(s)

KHELLADI Insaf
Enseignant-chercheur
EMLV

Institution(s)

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