Today’s consumers demand greater transparency, commitment and responsibility from brands. Responsible purchasing has become a major challenge for organizations wishing to meet the expectations of new consumers, but also to be part of a long-term sustainable approach. Supported by public authorities – far from always being exemplary in terms of local and responsible purchasing – the Conseil National des Achats (CNA), as well as by certain initiatives coming directly from the industry, the challenge of responsible purchasing is still reflected in incentive policies (charters, labels). But what about tomorrow? In this context, how can marketing and communication purchasing contribute to a brand’s responsible purchasing strategy? The relationship between the marketing and purchasing departments is often complicated – not only because of the special ties between marketing and its suppliers and agencies, but also because of the technical nature and creativity inherent in POS, print communication and media object projects. Yet it is a strategic one, and a key factor in the success of a responsible communications purchasing policy. This not only raises the stakes in terms of brand image, but also provides a definite competitive advantage for those who have anticipated a future tightening of the regulatory framework.
