{"id":4185,"date":"2025-01-28T15:39:20","date_gmt":"2025-01-28T13:39:20","guid":{"rendered":"https:\/\/taniagombert.com\/?p=4185"},"modified":"2025-11-04T15:51:26","modified_gmt":"2025-11-04T13:51:26","slug":"vers-un-marketing-regeneratif-la-prochaine-etape-de-la-rse","status":"publish","type":"post","link":"https:\/\/taniagombert.com\/index.php\/2025\/01\/28\/vers-un-marketing-regeneratif-la-prochaine-etape-de-la-rse\/","title":{"rendered":"Vers un marketing r\u00e9g\u00e9n\u00e9ratif : la prochaine \u00e9tape de la RSE"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"4185\" class=\"elementor elementor-4185\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-e55f892 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"e55f892\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-d488fc2\" data-id=\"d488fc2\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-f25bbd8 elementor-widget elementor-widget-heading\" data-id=\"f25bbd8\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h1 class=\"elementor-heading-title elementor-size-default\">Vers un marketing r\u00e9g\u00e9n\u00e9ratif : la prochaine \u00e9tape de la RSE<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-839a638 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"839a638\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-30c7cc7\" data-id=\"30c7cc7\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-95d6aa4 elementor-widget__width-initial elementor-widget elementor-widget-image\" data-id=\"95d6aa4\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/taniagombert.com\/wp-content\/uploads\/elementor\/thumbs\/photo-TG-reb80wp8qdvb9brc3hn6qygjonru4gfu2xhak24xi8.webp\" title=\"Screenshot\" alt=\"Screenshot\" loading=\"lazy\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-4992c9d\" data-id=\"4992c9d\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-b59a5cd elementor-widget elementor-widget-text-editor\" data-id=\"b59a5cd\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p data-start=\"212\" data-end=\"912\">Dans un monde o\u00f9 la Responsabilit\u00e9 Sociale des Entreprises (RSE) a longtemps \u00e9t\u00e9 la norme, un nouveau paradigme s\u2019impose : le marketing r\u00e9g\u00e9n\u00e9ratif. Vous, moi, vos pairs et vos partenaires, nous \u00e9voluons dans un \u00e9cosyst\u00e8me o\u00f9 \u00ab faire moins mal \u00bb ne suffit plus. Il s\u2019agit d\u00e9sormais de contribuer activement, de redonner, de restaurer, de r\u00e9g\u00e9n\u00e9rer. Pour une entrepreneure engag\u00e9e comme vous, anim\u00e9e par l\u2019inclusion, la tech responsable et la qu\u00eate de sens, ce n\u2019est pas un effet de mode. C\u2019est une boussole.<br data-start=\"719\" data-end=\"722\" \/>Apr\u00e8s la compensation vient la contribution. Apr\u00e8s la r\u00e9duction vient la r\u00e9g\u00e9n\u00e9ration. L\u2019entreprise \u00e0 mission ne se contente plus de limiter son empreinte : elle pose un geste net positif.<\/p><p data-start=\"914\" data-end=\"1247\">Dans cet article, je vous invite \u00e0 explorer pourquoi et comment le marketing r\u00e9g\u00e9n\u00e9ratif doit devenir la prochaine fronti\u00e8re de votre strat\u00e9gie. Nous d\u00e9composerons l\u2019id\u00e9e en quatre chapitres structur\u00e9s pour vous \u00e9quiper concr\u00e8tement et strat\u00e9giquement \u00e0 vous positionner \u00e0 l\u2019avant-garde, sur ce nouveau terrain d\u2019impact et de sens.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-dea2d8c elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"dea2d8c\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;slideshow&quot;,&quot;background_slideshow_gallery&quot;:[{&quot;id&quot;:3638,&quot;url&quot;:&quot;https:\\\/\\\/taniagombert.com\\\/wp-content\\\/uploads\\\/2025\\\/05\\\/Paper_09.png&quot;}],&quot;background_slideshow_loop&quot;:&quot;yes&quot;,&quot;background_slideshow_slide_duration&quot;:5000,&quot;background_slideshow_slide_transition&quot;:&quot;fade&quot;,&quot;background_slideshow_transition_duration&quot;:500}\">\n\t\t\t\t\t\t\t<div class=\"elementor-background-overlay\"><\/div>\n\t\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-b8ca322\" data-id=\"b8ca322\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-8d0b95d elementor-widget elementor-widget-heading\" data-id=\"8d0b95d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Red\u00e9finir la RSE : d\u00e9passer la bonne conscience<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a1d6dd2 elementor-widget elementor-widget-text-editor\" data-id=\"a1d6dd2\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p data-start=\"1312\" data-end=\"1606\">La RSE traditionnelle a permis d\u2019amorcer une conscience d\u2019entreprise. Des rapports annuels, des indicateurs verts, des engagements publics. Mais souvent elle reste r\u00e9active : on att\u00e9nue des dommages, on stabilise des impacts. Or, lorsque vous interrogez les chercheurs, le constat est clair :<\/p><blockquote data-start=\"1608\" data-end=\"1901\"><p data-start=\"1610\" data-end=\"1901\">\u00ab A regenerative business model is an innovative approach\u2026 going beyond conventional sustainability which is focused on resource efficiency and technology in order to minimize damage. \u00bb (<a class=\"decorated-link\" href=\"https:\/\/crossreis.com\/journal\/2024\/JRE-Vol1-Issue2-2024-3.pdf?utm_source=chatgpt.com\" target=\"_new\" rel=\"noopener\" data-start=\"1797\" data-end=\"1898\">crossreis.com<\/a>)<\/p><\/blockquote><p data-start=\"1903\" data-end=\"2392\">Autrement dit, la RSE des ann\u00e9es 2010-2020 devient obsol\u00e8te si elle ne pivote pas. Le chemin ne s\u2019arr\u00eate pas \u00e0 \u00ab faire moins mal \u00bb, mais \u00e0 \u00ab faire mieux \u00bb. La norme doit devenir la contribution active, et non plus la limitation des effets n\u00e9gatifs. Cette bascule est d\u2019autant plus cruciale pour vous, qui valorisez l\u2019\u00e9thique, la mixit\u00e9 et l\u2019innovation responsable : vous ne pouvez pas rester coinc\u00e9e dans le \u00ab faire ce qu\u2019il faut \u00bb, vous devez \u00eatre en capacit\u00e9 de penser ce qui r\u00e9g\u00e9n\u00e8re.<\/p><p data-start=\"2394\" data-end=\"2565\">Le r\u00f4le du marketing est donc de participer \u00e0 cette red\u00e9finition. Non plus instrument de persuasion uniquement, mais levier de transformation. Comme le note un article :<\/p><blockquote data-start=\"2566\" data-end=\"2865\"><p data-start=\"2568\" data-end=\"2865\">\u00ab Marketing has a chance to reinvent itself\u2026 By stripping away its harmful aspects, we can unlock its true potential and use it to drive and amplify positive change. \u00bb (<a class=\"decorated-link\" href=\"https:\/\/themarketingpalette.com\/blog\/regenerative-marketing-paradigm-shift\/?utm_source=chatgpt.com\" target=\"_new\" rel=\"noopener\" data-start=\"2737\" data-end=\"2862\">themarketingpalette.com<\/a>)<\/p><\/blockquote><p data-start=\"2867\" data-end=\"2991\">Pour les entreprises \u00e0 mission et \u00e0 impact, l\u2019enjeu n\u2019est plus seulement social ou environnemental, il devient syst\u00e9mique.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ba9fc72 elementor-widget elementor-widget-heading\" data-id=\"ba9fc72\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Le marketing r\u00e9g\u00e9n\u00e9ratif : une nouvelle orientation strat\u00e9gique<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-bcf7f54 elementor-widget elementor-widget-text-editor\" data-id=\"bcf7f54\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p data-start=\"3072\" data-end=\"3172\">Qu\u2019est-ce que le marketing r\u00e9g\u00e9n\u00e9ratif et en quoi diff\u00e8re-t-il du marketing durable ou de la RSE ?<\/p><ul data-start=\"3174\" data-end=\"3754\"><li data-start=\"3174\" data-end=\"3277\"><p data-start=\"3176\" data-end=\"3277\">Le marketing durable vise \u00e0 r\u00e9duire l\u2019impact. Le marketing r\u00e9g\u00e9n\u00e9ratif vise \u00e0 r\u00e9parer et restaurer.<\/p><\/li><li data-start=\"3278\" data-end=\"3601\"><p data-start=\"3280\" data-end=\"3601\">Il ne s\u2019agit pas uniquement de campagnes, mais d\u2019une philosophie qui place la r\u00e9g\u00e9n\u00e9ration au c\u0153ur de l\u2019activit\u00e9 marketing, de la culture et du mod\u00e8le d\u2019entreprise. (<a class=\"decorated-link\" href=\"https:\/\/businessschool.blogs.bristol.ac.uk\/2024\/09\/30\/the-future-of-regenerative-marketing\/?utm_source=chatgpt.com\" target=\"_new\" rel=\"noopener\" data-start=\"3446\" data-end=\"3598\">businessschool.blogs.bristol.ac.uk<\/a>)<\/p><\/li><li data-start=\"3602\" data-end=\"3754\"><p data-start=\"3604\" data-end=\"3754\">Le prisme change : on ne demande pas \u00ab combien avons-nous \u00e9vit\u00e9 ? \u00bb, mais \u00ab quel surplus de vie, de ressources, de potentialit\u00e9 avons-nous cr\u00e9\u00e9 ? \u00bb.<\/p><\/li><\/ul><p data-start=\"3756\" data-end=\"3826\">Dans cette orientation strat\u00e9gique, plusieurs principes s\u2019imposent :<\/p><ul data-start=\"3828\" data-end=\"4278\"><li data-start=\"3828\" data-end=\"3963\"><p data-start=\"3830\" data-end=\"3963\"><strong data-start=\"3830\" data-end=\"3841\">Holisme<\/strong> : prendre en compte l\u2019ensemble de l\u2019\u00e9cosyst\u00e8me, les parties prenantes internes et externes, la nature et la communaut\u00e9.<\/p><\/li><li data-start=\"3964\" data-end=\"4082\"><p data-start=\"3966\" data-end=\"4082\"><strong data-start=\"3966\" data-end=\"3979\">\u00c9volution<\/strong> : accepter que les syst\u00e8mes changent, que l\u2019organisation aussi, que l\u2019agilit\u00e9 prime sur la rigidit\u00e9.<\/p><\/li><li data-start=\"4083\" data-end=\"4278\"><p data-start=\"4085\" data-end=\"4278\"><strong data-start=\"4085\" data-end=\"4104\">Interd\u00e9pendance<\/strong> : valoriser les relations mutuelles, plut\u00f4t que l\u2019extraction de valeur. (<a class=\"decorated-link\" href=\"https:\/\/zebragrowth.com\/what-is-regenerative-marketing\/?utm_source=chatgpt.com\" target=\"_new\" rel=\"noopener\" data-start=\"4178\" data-end=\"4275\">zebragrowth.com<\/a>)<\/p><\/li><\/ul><p data-start=\"4280\" data-end=\"4572\">Pour vous, cela signifie repositionner votre discours marketing, vos partenariats et vos objectifs non plus autour du seul \u00ab moins mal \u00bb mais autour du \u00ab rendons plus \u00bb. Cette posture vous inscrit dans la logique des entreprises \u00e0 mission, de l\u2019innovation durable et de l\u2019impact syst\u00e9mique.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5fe12ab elementor-widget elementor-widget-heading\" data-id=\"5fe12ab\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">De la strat\u00e9gie \u00e0 l\u2019action : comment l\u2019impl\u00e9menter<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e54c2a0 elementor-widget elementor-widget-text-editor\" data-id=\"e54c2a0\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p data-start=\"4640\" data-end=\"4888\">C\u2019est ici que vos talents de b\u00e2tisseuse, de connectrice de r\u00e9seaux et de cr\u00e9atrice d\u2019histoire entrent en jeu. Mettre en \u0153uvre un marketing r\u00e9g\u00e9n\u00e9ratif ne se fait pas en conc\u00e9dant un alignement superficiel : il exige un vrai changement de rep\u00e8res.<\/p><p data-start=\"4890\" data-end=\"4963\">Voici une feuille de route en quatre \u00e9tapes, adapt\u00e9e \u00e0 votre ambition :<\/p><p data-start=\"4965\" data-end=\"5411\"><strong data-start=\"4965\" data-end=\"5010\">a) Clarifier l\u2019intention et le territoire<\/strong> : passer du \u00ab que faire pour limiter \u00bb au \u00ab que faire pour r\u00e9g\u00e9n\u00e9rer \u00bb. Par exemple, d\u00e9finir une promesse qui d\u00e9passe la compensation carbone ou sociale, vers une cr\u00e9ation positive \u2014 pour la nature, pour la communaut\u00e9, pour le vivant. Le texte de l\u2019institut RMI le rappelle : \u00ab Where is value being created, and for whom? \u00bb (<a class=\"decorated-link\" href=\"https:\/\/regenmarketing.org\/?utm_source=chatgpt.com\" target=\"_new\" rel=\"noopener\" data-start=\"5336\" data-end=\"5408\">regenmarketing.org<\/a>)<\/p><p data-start=\"5413\" data-end=\"5821\"><strong data-start=\"5413\" data-end=\"5448\">b) Aligner le mod\u00e8le \u00e9conomique<\/strong> : ce n\u2019est pas seulement une campagne marketing, mais la logique business qui doit int\u00e9grer la r\u00e9g\u00e9n\u00e9ration. Un article explique que les business models r\u00e9g\u00e9n\u00e9ratifs doivent viser un impact net positif, pas seulement neutre. (<a class=\"decorated-link\" href=\"https:\/\/www.opit.com\/magazine\/how-regenerative-business-models-are-redefining-innovation-and-sustainability\/?utm_source=chatgpt.com\" target=\"_new\" rel=\"noopener\" data-start=\"5675\" data-end=\"5818\">opit.com<\/a>)<\/p><p data-start=\"5823\" data-end=\"6238\"><strong data-start=\"5823\" data-end=\"5863\">c) R\u00e9orienter les contenus et r\u00e9cits<\/strong> : votre voix singuli\u00e8re, storytelling, humour, introspection et leadership, a d\u00e9j\u00e0 prouv\u00e9 son pouvoir. Ici, il s\u2019agira de raconter non plus seulement le \u00ab pourquoi \u00bb, mais aussi le \u00ab comment on r\u00e9g\u00e9n\u00e8re \u00bb. Exemple : s\u00e9ries de posts LinkedIn documentant la co-construction d\u2019un partenariat \u00e0 impact, carrousel sur l\u2019\u00e9volution d\u2019un mod\u00e8le, lettre ouverte \u00e0 votre communaut\u00e9.<\/p><p data-start=\"6240\" data-end=\"6657\"><strong data-start=\"6240\" data-end=\"6277\">d) Mesurer ce qui compte vraiment<\/strong> : passer des indicateurs traditionnels (impressions, clics, part de voix) vers des m\u00e9triques de sant\u00e9 d\u2019\u00e9cosyst\u00e8me, de relation, de renouvellement, de vitalit\u00e9. Comme le souligne l\u2019article : \u00ab Regenerative marketing \u2026 success is measured by ecosystem health, not just profit. \u00bb (<a class=\"decorated-link\" href=\"https:\/\/zebragrowth.com\/what-is-regenerative-marketing\/?utm_source=chatgpt.com\" target=\"_new\" rel=\"noopener\" data-start=\"6557\" data-end=\"6654\">zebragrowth.com<\/a>)<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2acdf32 elementor-widget elementor-widget-heading\" data-id=\"2acdf32\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Les d\u00e9fis, les pi\u00e8ges et la posture d\u2019expert engag\u00e9<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-03fdd39 elementor-widget elementor-widget-text-editor\" data-id=\"03fdd39\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p data-start=\"6726\" data-end=\"6914\">Adopter le marketing r\u00e9g\u00e9n\u00e9ratif, c\u2019est se positionner sur un terrain d\u2019avant-garde, ce qui implique d\u2019affronter des d\u00e9fis. Voici les plus saillants et comment vous pouvez les anticiper.<\/p><p data-start=\"6916\" data-end=\"7480\"><strong data-start=\"6916\" data-end=\"6950\">Greenwashing et superficialit\u00e9<\/strong> : le risque est r\u00e9el. Utiliser le terme \u00ab r\u00e9g\u00e9n\u00e9ratif \u00bb comme simple label sans changement de fond. Un article alerte : \u00ab Cet article explore l\u2019\u00e9mergence des business models r\u00e9g\u00e9n\u00e9ratifs\u2026 o\u00f9 l\u2019entreprise se revendique r\u00e9g\u00e9n\u00e9rative alors qu\u2019elle ne l\u2019est aucunement. \u00bb (<a class=\"decorated-link\" href=\"https:\/\/www.strategie-aims.com\/conferences\/37-xxxiveme-conference-de-l-aims\/communications\/6807-regen-is-the-new-black-promesse-et-realite-des-business-models-regeneratifs-dans-les-entreprises-francaises\/download?utm_source=chatgpt.com\" target=\"_new\" rel=\"noopener\" data-start=\"7220\" data-end=\"7477\">strategie-aims.com<\/a>)<\/p><p data-start=\"7482\" data-end=\"7932\"><strong data-start=\"7482\" data-end=\"7526\">Complexit\u00e9 syst\u00e9mique et prise de risque<\/strong> : ces mod\u00e8les mobilisent des logiques multi-acteurs, des temporalit\u00e9s longues, des investissements souvent immat\u00e9riels. Selon la recherche, la r\u00e9g\u00e9n\u00e9ration reste conceptuellement floue et op\u00e9rationnellement complexe. (<a class=\"decorated-link\" href=\"https:\/\/circulareconomyjournal.org\/articles\/emerging-regenerative-business-paradigm-narrative-review-synthesis-and-research-agenda\/?utm_source=chatgpt.com\" target=\"_new\" rel=\"noopener\" data-start=\"7745\" data-end=\"7929\">circulareconomyjournal.org<\/a>)<\/p><p data-start=\"7934\" data-end=\"8178\"><strong data-start=\"7934\" data-end=\"7981\">R\u00e9sistance culturelle et changement interne<\/strong> : si le marketing r\u00e9g\u00e9n\u00e9ratif reste une fonction isol\u00e9e, il perd son sens. Il faut que toute l\u2019organisation embrasse cette orientation. Le marketing devient catalyseur de transformation interne.<\/p><p data-start=\"8180\" data-end=\"8551\"><strong data-start=\"8180\" data-end=\"8200\">Mesure et preuve<\/strong> : l\u2019enjeu est de montrer que ce n\u2019est pas seulement du beau discours. Capitaliser sur des \u00e9tudes, des pratiques et des recherches solides, comme celles men\u00e9es par la Chaire Regenerative Business Models de l\u2019IDRAC Business School. (<a class=\"decorated-link\" href=\"https:\/\/www.ecoles-idrac.com\/recherche\/chaire-regenerative-business-model?utm_source=chatgpt.com\" target=\"_new\" rel=\"noopener\" data-start=\"8432\" data-end=\"8548\">ecoles-idrac.com<\/a>)<\/p><p data-start=\"8553\" data-end=\"8800\">Cette posture d\u2019experte engag\u00e9e, ni na\u00efve ni conservatrice, correspond \u00e0 votre voix. Vous alliez introspection et rigueur, storytelling et analyse factuelle. En orchestrant cette transformation, vous ne suivez pas le changement, vous l\u2019incarnez.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-dc7005e elementor-widget elementor-widget-heading\" data-id=\"dc7005e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Vers une entreprise qui r\u00e9g\u00e9n\u00e8re<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6da8856 elementor-widget elementor-widget-text-editor\" data-id=\"6da8856\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p data-start=\"8847\" data-end=\"9294\">Nous touchons ici un point essentiel : ce n\u2019est pas qu\u2019un nouveau concept marketing. C\u2019est une \u00e9volution de l\u2019entreprise elle-m\u00eame. Si l\u2019organisation reste dans l\u2019optique \u00ab faire le bien dans les limites \u00bb, alors la transformation reste limit\u00e9e. Mais si elle se b\u00e2tit autour de la conviction \u00ab nous offrons plus que ce que nous consommons \u00bb, alors elle entre v\u00e9ritablement dans l\u2019\u00e8re des entreprises \u00e0 mission et des organisations r\u00e9g\u00e9n\u00e9ratives.<\/p><p data-start=\"9296\" data-end=\"9432\">Le futur du business s\u2019\u00e9crit avec cette phrase simple : <strong data-start=\"9352\" data-end=\"9430\">apr\u00e8s la compensation vient la contribution, r\u00e9g\u00e9n\u00e9rer plut\u00f4t que limiter.<\/strong><\/p><p data-start=\"9434\" data-end=\"9825\">En d\u00e9fendant cette posture, vous vous placez en premi\u00e8re ligne du futur du business. Vous affirmez que le marketing n\u2019est pas un d\u00e9pensier d\u2019\u00e9nergie, mais un cr\u00e9ateur de vie. Vous affirmez que la technologie, la mixit\u00e9, l\u2019impact et le r\u00e9cit peuvent s\u2019imbriquer. Vous affirmez que l\u2019entreprise peut devenir un acteur de r\u00e9g\u00e9n\u00e9ration syst\u00e9mique. Ce n\u2019est plus une option, c\u2019est une exigence.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-742ddb8 elementor-view-default elementor-widget elementor-widget-icon\" data-id=\"742ddb8\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"icon.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-icon-wrapper\">\n\t\t\t<div class=\"elementor-icon elementor-animation-grow\">\n\t\t\t<i aria-hidden=\"true\" class=\"fas fa-quote-left\"><\/i>\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3392da5 elementor-widget elementor-widget-testimonial\" data-id=\"3392da5\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"testimonial.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-testimonial-wrapper\">\n\t\t\t\t\t\t\t<div class=\"elementor-testimonial-content\">Le futur du marketing r\u00e9clame que l\u2019on c\u00e8de la posture d\u2019extracteur pour devenir restaurateur.<\/div>\n\t\t\t\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b9b4f1f elementor-widget elementor-widget-text-editor\" data-id=\"b9b4f1f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Et si la vraie croissance commen\u00e7ait par ce que nous rendons au monde ?<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-eaa797d elementor-widget elementor-widget-text-editor\" data-id=\"eaa797d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>#marketingr\u00e9g\u00e9n\u00e9ratif #entreprises\u00e0mission #innovationdurable #RSE #impactpositif #businessreg\u00e9n\u00e9ratif #techresponsable #mixit\u00e9 #leadershipinclusif<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-562afee elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"562afee\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-9db2a25\" data-id=\"9db2a25\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-12fa6fb elementor-widget elementor-widget-post-navigation\" data-id=\"12fa6fb\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"post-navigation.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t \t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-f72e29d elementor-section-full_width elementor-section-height-default elementor-section-height-default\" data-id=\"f72e29d\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-f510e12\" data-id=\"f510e12\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-cb36259 elementor-widget elementor-widget-posts\" data-id=\"cb36259\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"posts.cards\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t \t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Le marketing r\u00e9g\u00e9n\u00e9ratif marque une rupture. Apr\u00e8s la compensation vient la contribution. Les entreprises ne doivent plus seulement limiter leur impact mais restaurer ce qu\u2019elles touchent. R\u00e9g\u00e9n\u00e9rer devient la nouvelle mesure du progr\u00e8s.<\/p>\n","protected":false},"author":1,"featured_media":4187,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"zakra_general_container_width":0,"zakra_general_content_width":0,"zakra_general_sidebar_width":0,"zakra_sticky_header":"customizer","zakra_header_main_area":true,"zakra_site_logo_width":0,"zakra_header_top_enabled":"customizer","zakra_header_top_style":"customizer","zakra_primary_menu_item_style":"customizer","zakra_page_header_text_color":"","zakra_page_header_layout":"customizer","zakra_page_title_bg":"","zakra_footer_widgets_bg_image":0,"zakra_page_title_bg_repeat":"customizer","zakra_page_title_bg_position":"customizer","zakra_page_title_bg_size":"customizer","zakra_page_title_bg_attachment":"customizer","zakra_breadcrumbs_enabled":"customizer","zakra_breadcrumbs_text_color":"","zakra_breadcrumbs_separator_color":"","zakra_breadcrumbs_link_color":"","zakra_breadcrumbs_link_hover_color":"","zakra_page_title_bg_image":0,"zakra_footer_widgets_enabled":"customizer","zakra_footer_column_layout_1_style":"customizer","zakra_footer_widgets_bg":"","zakra_footer_widgets_bg_repeat":"customizer","zakra_footer_widgets_bg_position":"customizer","zakra_footer_widgets_bg_size":"customizer","zakra_footer_widgets_bg_attachment":"customizer","zakra_footer_bar_enabled":"customizer","zakra_footer_bar_style":"customizer","zakra_page_container_layout":"customizer","zakra_page_sidebar_layout":"customizer","zakra_remove_content_margin":false,"zakra_sidebar":"customizer","zakra_transparent_header":"customizer","zakra_logo":0,"zakra_main_header_style":"default","zakra_menu_item_color":"","zakra_menu_item_hover_color":"","zakra_menu_item_active_color":"","zakra_menu_active_style":"","zakra_page_header":true,"om_disable_all_campaigns":false,"_uf_show_specific_survey":0,"_uf_disable_surveys":false,"footnotes":""},"categories":[46,36,48,52,50,49,51,37,45],"tags":[],"class_list":["post-4185","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-communication","category-croissance-responsable","category-engagement","category-impact","category-influence","category-marketing","category-rse","category-strategie","category-transformation-culturelle"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/taniagombert.com\/index.php\/wp-json\/wp\/v2\/posts\/4185","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/taniagombert.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/taniagombert.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/taniagombert.com\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/taniagombert.com\/index.php\/wp-json\/wp\/v2\/comments?post=4185"}],"version-history":[{"count":5,"href":"https:\/\/taniagombert.com\/index.php\/wp-json\/wp\/v2\/posts\/4185\/revisions"}],"predecessor-version":[{"id":4192,"href":"https:\/\/taniagombert.com\/index.php\/wp-json\/wp\/v2\/posts\/4185\/revisions\/4192"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/taniagombert.com\/index.php\/wp-json\/wp\/v2\/media\/4187"}],"wp:attachment":[{"href":"https:\/\/taniagombert.com\/index.php\/wp-json\/wp\/v2\/media?parent=4185"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/taniagombert.com\/index.php\/wp-json\/wp\/v2\/categories?post=4185"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/taniagombert.com\/index.php\/wp-json\/wp\/v2\/tags?post=4185"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}