|
Editorial  Summer School in Communications for Sustainable Development 2008 This year the sixth Summer School in Communications for Sustainable Development organised by ACIDD and Comite21 took place at Buoux, Luberon (South of France). The previous six years have seen professionals in the communication field (directors of public and private communications, agencies, service providers, media, etc.) tackling the use of sustainable development in their field, as much to answer the needs of their projects as the general necessity to re-evaluate practices. Obviously this is good news, but now it’s time to act. We now know, more or less, what needs to be done: lessen our impact on the environment, take responsibility for the messages sent out to society, in other words, we need to appreciate our planet! We also need to find the driving force to encourage everyone to change their living patterns, not just the committed few. Everyone communication in the 21st century needs to move into the future and picture a world that people will want to live in. Communications and advertising are fuelled by creativity… Let’s adopt it for ourselves. This was the quest of the 2008 Summer School in Communications for Sustainable development. With the Advertising Union, the marketing company AACC and the PR agency Syntec, we decided to set up an observatory of communications and sustainable marketing. Our credo is simple: Speak out; communicate your activities and all the positive aspects of your work! This doesn’t mean ‘green washing’ – on the contrary. Thanks to the study we issued with the Limelight Cabinet for the attention of the “bosses” of CAC40 and communication directors, the major trends relating to sustainable development will be better identified. Are we not on the threshold of a true paradigm shift? An alternative society founded on communication is being drawn up. Together, let’s make it a reality… a sustainable one. Gilles Berhault President of ACIDD Appetizer ACIDD’s current news is of course the Summer School in Communications for Sustainable Development, which is the theme of this e-newsletter. Various stakeholders, representing agencies, advertisers and NGOs, all present at this year’s Summer School, share with us in these pages their observations, analyses, opinions as expert communicators and their thoughts on the important stakes in society with regards to sustainable development. Here we begin with some questions and answers that came out of this event that took place in the Luberon, France.  - Pierre Siquier: “The communications sector will have to accompany all the major sector changes when it comes to sustainable development”Pierre Siquier is Mr Sustainable Development at the AACC and the Deputy Chair of the Fondation Hulot. Chairman of the agency Ligaris, he is both sustainable development expert and communications expert and thus bears witness to the interaction between these two worlds. (Read more...)  - Benoît Desveaux: “We still have much work to do to raise the social curtain”Benoît Desveaux is the director of Public Système, an agency that has been engaged in CSR (Corporate Social Responsibility) since 2003. Feedback from a pioneer in the field. (Read more...)  - Marcel Desvergne: “We’re seeing the same ideas everywhere” Founder of the Summer School in Communication, former CEO of the SDL, Marcel Desvergne is a respected observer of the world of communications and its trends. He speaks of his impression of a technologically changing world. (Read more...)  - Bertrand Commelin: “The work that lies ahead of us in the communication field is huge: we’ve done much too little for the environment to be accused of greenwashing.”Bertrand Commelin is director of relations and external affairs at Nestlé Waters France, a company that by nature and obligation has invested itself in sustainable development, without really having communicated its progress. Is this because they don’t want to be accused of greenwashing? Let’s find out from the man himself... (Read more...)  - Pascal Tanchoux: “Sustainable development is the way forward” Pascal Tanchoux is the director of communication at Kraft Foods France. This former student of Sciences Po in Paris displays with conviction the sustainable development strategy for the business. He thinks that sustainable development is above all an opportunity for the company. (Read more...) ACIDD news - Experts envision the 21st century town The conclusions of the European forum “Sharing initiatives on green & connected city”, organised in Brussels on May 27th by the Committee of the Regions and ACIDD, confirmed the necessity to rethink work modalities in response to the values of sustainable development and a low-carbon economy. It was during this event that teleactivity was made the subject of profound and innovative thinking. In July 2008, in order to make rapid and tangible progress on the propositions that aim to mobilise territorial communities and active businesses, ACIDD initiated the "Club des 21 villes et régions green et connectées" (a grouping of 21 green and networked towns and regions). This is all with the support of the Business Institute 2.0 at the Grenoble Business School), and partnerships with active organisations (Eurocities, ARF, Villes Internet, Fedarene) and businesses (Orange, PriceWaterhouse Coopers). (Read more...) - The summary of the study day on “tools for measuring and displaying carbon” is on line! (french version only) (Read more...) |