CSR is compatible with business ? Yes, Responds the Medici Communication Advisory Agency, advocating, on the form as on the bottom of the message, Responsible communication, authentic and verifiable, contributing to the ecological transition of brands.
Apart from its compulsory character, imposed by regulations, CSR can be a differentiating element for a brand in the face of its competitors, with a positive effect both on the image and on sales : At the beginning of April, The Medici Communication Consulting Agency has released the results of a survey on the perception of CSR by Reunion consumers. Carried out on its initiative by the Institute of Pigé Market Studies!, This study has shown that, Unlike a widespread idea, A significant proportion of Reunion consumers (environ 40 %) takes into account the parameter of environmental and societal responsibility in the choice of a product. The Medici agency, which makes responsibility for a way of working and a source of inspiration, brought this light with the legitimacy of local and national labels and recognition that it has obtained in this area. "Consumers are ready to favor a responsible brand, provided that communication is fair and verifiable ”, observed Virginie Cardon, Director of the Medici agency, after the presentation of this study on CSR and consumption.
The 7 pillars of support
Medici in 2020.
Medici is a general advertising agency whose collaborators apply to the daily the principles of CSR to the Communication Council. The agency formalized the approach under the name La Bel’Com. Or 7 pillars of the support, that are found, to start, in the inclusive and responsible for advertising creation, With in particular a choice of words and images in accordance with the values of CSR. A list of good practices to respect is used to validate the work. Taking into account the carbon impact of its media plans, Medici is looking for the best supports in this area. The agency works with partners themselves invested in CSR. Not recommending the digital whole in communication, She takes care to integrate local media into her campaigns. Support for causes of general interest completes the territorial commitment. The Medici agency encourages its customers to act as soon as a societal action makes sense for them. For her part, she supports the Young Energy Association, who prevents dropping out of school in the college.
A rewarded commitment
We can add that the agency implements an energy control policy by electrifying its vehicle fleet and the installation of a photovoltaic power plant on its roof. For this impregnation of CSR in its operation, The Medici agency was, in 2022, The first overseas agency to receive the e-label active agencies, issued by the Association of Consulting and Creation Agencies (Aacc) Based on an AFNOR certification. A distinction accentuated last year by the allocation of 2 stars on a scale of the E-label Active Agencies,which has three. She also obtained a MEDEF Business Awards "Favorite" in 2024. Medici is therefore not strictly speaking a "green" agency, specialized only in CSR communication, But she finds in CSR a philosophy, an orientation, a methodology and know-how that she puts at the service of all her customers.
