Individually, there are many communicators who want to develop their professions towards a more responsible practice, and this need has turned into an emergency. For proof, it suffices to underline the difficulty that the communication sector encounters today in attracting and retaining young talents.
In question, we could emphasize the loss of meaning of our professions and the impression of participating in a system that has become deleterious in the face of the climate challenge.
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We are convinced that the communication sector must be at the forefront of this reconquest of meaning. Alongside various other associations, we are proposing a discursive approach for this: it is not a question of imposing a guide to conduct (we will be the first to need it), but we wish, at our level, through the training keep on going or in alternationto offer everyone something to choose from and ask questions about.
First as an individual, then as a communication professional: what happens when I agree to produce a goodwashing operation? When I receive funding from one of the GAFAM while I am a journalist, communicator, trainer? Geneviève Petit emphasizes this regularly, but rare are the speeches so liberated.
It is up to companies to offer them missions that match this momentum. The rebalancing will ultimately take place through the attractiveness of each brand (in the eyes of its customers, but also of its employees and external service providers) regardless of its size.