On March 26, 2025, the Union of Brands and Kantar Insights unveiled the results of the 3rd edition of the CSR Communication Barometer. This study explores the impact of Corporate Social Responsibility (CSR) actions of brands across five key sectors: telecommunications, insurance, automotive, travel/tourism, and cosmetics/beauty.
The main findings of the study
- Growing sensitivity of the French: The majority of the French claim to be concerned about societal and environmental issues, with 77% stating they are concerned about societal issues and 83% about environmental issues. In light of this concern, consumers expect brands to communicate credibly and authentically on these topics.
- Transparency and independent labels: Transparency remains an essential pillar for strengthening consumer trust, as does the use of independent labels.
- Impact of environmental actions: Communications highlighting concrete actions on the environment, such as waste management or combating climate change, generate a positive perception and differentiate the brand.
- Valuing local: Campaigns emphasizing Made in France or short supply chains enhance the image of brands, stressing their innovative character and support for the local economy.
Sectors of activity: Focus on CSR priorities
- Insurance: Risk prevention remains the number one priority, followed by sponsorship, support for local life, and employee well-being.
- Automotive: The French expect car brands to reduce polluting emissions, improve road safety, and enhance vehicle durability.
- Beauty: The composition of cosmetic products, their safety for health, and equality are major criteria in the CSR image of brands.
- Telecommunications operators: Issues of access to high-speed internet, personal data security, and circular economy remain priorities, but employee well-being is becoming an increasingly important topic.
- Travel/Tourism: Issues of equality, employment discrimination, and respect for local cultures have become essential elements in the CSR strategies of companies in the sector.
Conclusion
The study highlights the growing importance of CSR communication for consumers and their demand for transparency and authenticity. Brands that manage to integrate these elements into their campaigns will not only strengthen their image but also differentiate themselves in an increasingly competitive environment.
Source: uniondesmarques.fr