Interview with Sylvie Le Tadic (Adwise strategy and foresight consultant)
For Sylvie Le Tadic (Adwise), brands today are faced with a paradox: consumers who are disillusioned and not paying much attention, but who expect no less from them. She shares her vision of the questions they need to ask themselves in order to respond, convinced that their commitment must be a genuine "leap of faith".
MRNews: Getting involved can seem like an imperative for brands these days. Do they necessarily have to respond to it?
Sylvie Le Tadic (Adwise) : Brands are at a crossroads. On the one hand, consumers who are saturated with messages, zapping, inattentive, disengaged - and who, let's be honest, don't expect much from brands any more. Remember that 74% of brands could disappear without anyone being affected according to Havas media network, 2024. On the other hand, there are mature, ultra-competitive markets, where offers and discourse are similar and brands are becoming interchangeable. Add to this the fact that content consumption is spread across a thousand channels, fragmenting attention and diluting identities. And in-house? Employees who are increasingly looking for meaning, who want to understand why they are getting involved, and for what.
And then, paradoxically perhaps, brands are expected to turn a corner. Never before have they been so questioned. What's happening with Tesla, or the calls for boycotts of certain American brands, are glaring examples of this.
In this context, commitment can no longer be a veneer. It becomes a line of force. Demanding. Structuring. And expected at every level.
What principles should define their commitment?
Above all, they must not take this commitment lightly! For a brand, commitment does not simply mean following the trends of the moment or giving in to social pressure. It requires deep reflection on the very nature of that commitment. Commitment is an act of faith. It means "pledging one's word, binding oneself by a promise", putting oneself in, exposing oneself in all its singularity for an idea, a movement, joining the universal, or at least the general. Commitment is the beginning of a story, the first decision that guides and structures future decisions and actions.
The brand therefore needs to clearly define the causes it wishes to defend, in line with its fundamental values and identity. This is where authenticity becomes ...
article continued : "Engagement without reflection on the brand's imagination is the ruin of the brand's soul" - Interview with Sylvie Le Tadic (Adwise) - Market Research News
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fhussenot@adwise-research.com
sletadic@adwise-research.com
