68% of marketing directors in the financial sector believe that CSR is essential – Image

According to a new study by the CSA Institute for LinkedIn unveiled exclusively by CB News, more than two thirds (68%) of marketing and communications directors in the financial sector believe that CSR (Social Responsibility – or Society – of companies, ed.) Will be a essential challenge in the future to respond to what could constitute the next industrial revolution: the green economy and social innovation. If almost half (46%) believe that CSR is already an important issue in their communication tools and campaigns, it is therefore likely that this share will increase, explains the study, even more so with the arrival of new ESG standards. (economic, social and governance criteria Among the recent examples on LinkedIn, Axa communicates a lot of its commitment – with its Progress Index – or BNP Paribas aimed at future talents, requested by committed companies, who wish to become part of a actor fighting climate change.

“We wanted to better understand the reality of CSR problems. We are seeing a steadily increasing volume of CSR posts and engagement on our platform, “Ioana Erhan, director of LinkedIn Marketing Solutions in France and responsible for global financial services offering, told CB News.” they use sponsored content and videos to communicate about CSR. According to the study, they are asking for more budget to address this issue. We see it on LinkedIn, the main theme of the communication of tomorrow’s big financial companies will be the financing of a green and inclusive economy “.

While CSR involves many issues, financial marketing and communications managers agree to put HR issues at the heart of their concerns. In fact, it is the improvement in workplace well-being for employees that emerges first for 71% of them, before gender equality and diversity. With the arrival of the new ESG standards, there is no doubt about the inevitable change in the financial sector and the marketing and communications directors are well aware of this. If financing a green and inclusive economy is already an important issue in their eyes – this criterion is cited by 57% of them – it could become the priority issue of CSR. In fact, 39% of the interviewees see it as the main theme of CSR communication in the future, before well-being at work (36%).

The managers interviewed agree that in terms of CSR communication “actions speak louder than words”: 52% believe that to stand out, the best option is to communicate on test points rather than on commitments. As for their motives, it seems harder for them to come up with one more than the other. Among the most cited are the improvement of the image and reputation of the company (44%), the desire to comply with regulatory standards (36%) but also to participate in the transformation of the sector towards more responsible finance (32%) . Furthermore, they agree that CSR communication is a real source of reassurance for customers: three quarters of them believe it has a positive impact on the trust their customers place in their company. “We are witnessing a virtuous circle effect in which taking customer expectations into account would fuel the relationship of trust which in turn would encourage companies to invest in CSR,” indicates the study.

“Advertisers used to communicate their intention, but now it’s the evidence, the results, the figures that are being presented. Engagement is on the rise – CSR campaigns work very well on LinkedIn. The proof is in the campaigns now installed as a red thread, which can last several weeks. This is a trend that can be observed globally, ”according to Ioana Erhan.

Communication teams still face some obstacles. 30% of the managers interviewed say that communication budgets for CSR remain insufficient. However, nearly half (49%) say these budgets are on the rise, which gives cause for optimism. Furthermore, to overcome these obstacles, companies in the financial sector especially prefer the most accessible communication channels, in particular the Internet with social networks (60%) and corporate websites (50%), channels considered to be more efficient. which are aimed primarily at the general public.

“As it responds to the transformation of markets, being a vector of positive social change but also a performance lever, CSR is set to play a considerable role in the financial sector. While funding a greener and more inclusive economy is becoming the # 1 CSR issue for companies in the industry, marketing and communications directors can rely on social networks as the preferred communication channel to highlight their actions and commitments. ”Concluded Ioana Erhan, director of marketing solutions at LinkedIn. The platform claims 24 million users in France.

Methodology: study carried out with a national representative sample of 200 directors and marketing and communication managers of the financial sector. Questionnaire administered by telephone from 13 December 2021 to 12 January 2022.

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