We suspected, it was announced, but this time a threshold has been crossed with the pandemic and the reflections on ways of living, to produce and consume that it has given rise to and still gives rise to. Social and environmental responsibility was an administrative obligation, an argument of increasing importance certainly, but still complementary, in the communication of brands and manufacturers. She now comes to the fore. More and more product launch releases start by explaining where the ingredients come from, how they are produced and by whom, which production circuits they follow. In non-alcoholic drinks, we start by highlighting the drop in sugar levels, reducing the amount of plastic in bottles, everything that could be recycled in the packaging, etc. In non-food, we now systematically talk about the end of life of products, recycling, energy saving, etc.
Brands are talking about this first, supporting evidence, and then the product itself. As if, without this proof of commitment, soon it won't even be worth thinking about convincing anyone to buy. The automobile is not left out, including locally, as shown by the support provided by the Caillé Group to the Réunion longboard world champion Alice Lemoigne. Responsible communication and brand engagement will be one of the themes addressed by the third Indian Ocean Meetings., important meeting in the communication sector which is held at the end of April in Reunion.
The expectation of commitment joins others, like the return to favor of local shops among a clientele who had long ago abandoned them for mass distribution. Local businesses have adapted to these new customers and their suppliers have helped them. This is particularly what Nicolas Lespine explains to us, director of Point CHR Distribution, Its, in the interview he gave us. We are still talking about adaptation and reactivity with RPE-OI, local production of masks and personal protective equipment. And somewhere also with Laurent Lemaitre, president of the Réunion Export Club who explains the ins and outs of collaborative export. In summary, an issue full of initiatives that concretely show how things are evolving.
Carole Manote, publication director and editor-in-chief
